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Profit-first growth
Listings often show an asking price beside a profit figure, sometimes as a monthly multiple. That price is usually the multiple times the seller's earnings, plus saleable stock at landed cost. Convert the multiple, test the add-backs, and rebuild the profit an operator would keep before you treat two listings as comparable.
Ecommerce data and measurement
Google's PMax channel report, GA4's AI Assistant channel and Klaviyo delivery look like scorecards. They are mostly diagnostics. Here is what each can decide, what still needs an experiment, and what the public evidence cannot support yet.
Profit-first growth
Before MER goes in the board pack, marketing and finance need a written inclusion list for the denominator. The ratio is only comparable if that spend policy is fixed, restated when it changes, and read next to contribution profit.
Profit-first growth
ROAS can steer delivery inside an ad platform. Profit decides whether the resulting growth is worth buying.