All of it is work on our own group of e-commerce brands — the honest framing, and also the useful one.
Selected work
Six pieces of work, with the numbers behind them
The CPA spike that never happened
A brand’s cost per acquisition appeared to jump and the budget was cut in response. The forensic pass showed reported conversions collapsing from 158 to 44 a day while real orders held steady at 100–110. The performance was fine; the measurement was broken. The budget went back.
Proving brand-ad cannibalisation
An account suspension gave us a natural experiment. With brand ads running, organic click-through fell from 57.5% to 22.0%. When the account was suspended the ads stopped — just ten paid clicks that week — and organic recovered to 74.6%. We had been paying for clicks we already owned.
Predicting which parcels come back
In markets where most orders are cash on delivery, refusals are the biggest silent cost. We trained a model on the real order history with an honest temporal split: the riskiest fifth of orders contains 39% of all refusals, which is what a confirmation queue needs to be worth running.
Teaching the ad platforms about cash on delivery
Cash-on-delivery stores using third-party checkouts were sending no purchase event at all — Meta showed the pixel as inactive and nobody had noticed. We built server-side feeds into both Meta’s Conversions API and Google’s Data Manager API, keyed on the real order, idempotent, and reconciled on a schedule.
Moving scale decisions off the dashboard
We built one profitability engine — revenue minus goods, shipping and marketing, ex-VAT, delivered orders only — down to the individual SKU, and let it set the breakeven for every store. Campaigns that looked expensive against a target CPA turned out to be the ones worth scaling; others that looked fine were losing money on every order.
Executed, not audited
Three stores in one category: alt text written for 1,200 images that had none, unique descriptions with metadata and titles for 467 products, 31 collections reworked and 24 new ones created. On another store, 55 SEO titles that carried registered trademarks were rewritten to remove a real risk of feed suspension.
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