Insights on performance marketing.

Notes on Meta Ads, Google Ads, WhatsApp retention, and scaling D2C brands profitably.

Meta Ads

Why Your ROAS Dashboard Is Lying to You (And What Fashion Brands Should Track Instead)

Your ROAS looks great and your margins are shrinking. Here's why that happens to fashion D2C brands, and the three metrics that actually predict profit.
Google Ads

GA4 Attribution for Fashion D2C Brands: What the 2026 Changes Mean for Your Ad Budget

GA4's attribution model keeps shifting and fashion brands keep misreading it. Here's what changed in 2026, and how to set up attribution that actually reflects your funnel.
Strategy

The Real CAC vs LTV Formula for Fashion Brands (Most Agencies Ignore Returns)

Standard CAC vs LTV math works for most ecommerce categories. Fashion isn't most categories. Here's the version that accounts for returns and discount depth.