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Net profit, ROAS, tracking.
Guides to reading a Shopify store: net profit, platform and true ROAS, server-side tracking to Meta, TikTok and Google.
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Meta CAPI + TikTok Events API: dedup, Event Match Quality and common mistakes
A checklist to send a Shopify purchase without counting it twice: numeric event_id, Purchase for Meta, CompletePayment for TikTok, orderId for Google.
Arthur ReboulSeptember 5, 202613 min
Read the articleWeekly Shopify P&L: stop scaling on Meta ROAS
A ROAS of 4 in Ads Manager doesn't pay your suppliers. Learn to build a weekly e-commerce P&L and decide your ad budgets on net profit, not on vanity metrics.
How to calculate your true e-commerce profit in 2026
Revenue isn't profit. Here's the complete formula to calculate your true e-commerce net profit after every cost.
iOS 14+: why your Meta ROAS is wrong (and how to fix it)
Since iOS 14.5, some purchases never reach the Meta pixel. Why the ROAS you see can drift from your Shopify orders, and what server-side sending changes.
Server-side tracking: the complete guide for e-commerce merchants
Everything about server-side tracking in e-commerce: how it works, the benefits, and setting up Meta CAPI, TikTok and Google for Shopify.
True ROAS vs platform ROAS: the metric that changes everything
The ROAS shown by Meta or Google isn't your real ROAS. Learn how to calculate your true ROAS and blended ROAS to steer your ads.
Multi-touch attribution: understanding the real path to purchase
Last-click, first-touch, linear... Which attribution model should you choose to understand your e-commerce customers' real path to purchase?
LTV and cohort analysis: the hidden metrics of growth
See how customer lifetime value and cohort analysis reveal the real growth potential of your e-commerce store.
Creative analysis: finding the ads that really drive sales
In 2026, creative is king. Learn to analyze your Meta and TikTok creatives to find the ones that convert and optimize your ad budget.
E-commerce cash flow: stop confusing profit and cash
A profitable store can run short of cash. Understand the gap between profit and cash flow, and learn to manage your e-commerce cash.
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