I speak with a lot of eCommerce founders, and one of the most common blind spots I see is not knowing how much their ads are actually making them.
Yes, Meta and Google might show you “ROAS” (Return on Ad Spend), but that’s often only part of the story.
What they don’t show you is:
Refunds & returns eating into your revenue
High fulfillment costs
Ad spend reported before currency conversion or tax
Overlapping attribution (multiple platforms claiming the same sale)
The result? You think your campaigns are profitable… until you look at your actual bank balance.
💡 A simple fix: Start comparing your ad spend against real profit, not just top-line sales.
For my Shopify clients, I can help break this down weekly or monthly so they know exactly what’s working — and what’s wasting money.
Curious what your actual ROI looks like?
Happy to take a look or show you how to track it properly. Just drop me a message.