Ads, email and SMS for Shopify brands, judged on profit
We run your Meta, Google and Klaviyo. Then we build one dashboard on your Shopify numbers that shows which channels make money after costs and returns.
Free, 30 minutes, and you'll leave with at least one clear next step.
Why don't Meta, Google and Shopify ever agree?
Most founders have had this moment. Meta says it drove a great week. Google says it drove a great week. Shopify shows a normal week. Add up what the platforms claim and you've sold more than you shipped.
Each platform counts with its own rules. If a shopper clicks a Meta ad on Monday and a Google ad on Thursday, both take credit for the same order. Privacy changes have made tracking patchier on top of that. None of it is anyone's fault, but it means you can't plan a budget from the numbers inside the ad accounts.
So we plan from Shopify. Total revenue against total ad spend tells you whether marketing as a whole is paying off, and two platforms can't both claim the same sale there. Platform numbers are still useful for comparing one ad against another inside the same account. They just don't set the budget.
Why a good week in the ad account can still lose money
Founders and heads of growth bring these up when they book a call.
Revenue looks fine until returns and costs come out
Ad reports count every order, kept or not. Shipping, discounts and returns don't show up until the month closes.
New ads wear out fast
A winning ad stops working after a few weeks, and there's nothing ready to replace it.
Stockouts look like bad ads
A best seller runs out, spend keeps going, and the ad gets blamed for a problem in the warehouse.
Email runs on one-off campaigns
The weekly send gets all the attention. The automated emails that should bring in steady revenue were set up years ago and never touched.
What we run for ecommerce brands
One dashboard you can plan from
Ad spend, Shopify orders, returns and Klaviyo revenue in one daily view, with profit per order.
Ad tracking and reportingPaid ads
Meta, Google Shopping and Search, YouTube and TikTok, with new creative tested on a steady schedule.
Paid adsEmail and SMS in Klaviyo
Welcome, browse and cart recovery, post-purchase and win-back flows first. Campaigns come after.
Email marketingData driven decisions, every day
Data Driven Decisions Daily (D4) means daily updates, weekly reports and a weekly meeting. Our own tracking tools check results against your sales data, and you get day-to-day access to the team doing the work.
Premium ecommerce brandsHubSpot where it fits
Klaviyo for your shoppers, HubSpot for wholesale accounts and retail buyers. Many brands use both.
HubSpotShowing up in AI answers
Shoppers now ask ChatGPT what to buy. We help your product pages get read and recommended there.
AI agentsWhat does a profit dashboard show?
The dashboard we build pulls from Shopify, your ad accounts and Klaviyo every day. At the top is the number that matters most. That's revenue against ad spend for the whole business, this week and compared with last month. Under it sit new customers and what each one cost to win. We also built Push Nexus, our own AI tool that watches these numbers every day.
Then comes the detail. You see revenue after returns, by channel and by product, and profit per order once product cost, shipping, discounts and ad spend come out. Email and SMS revenue is split into automated flows and one-off campaigns. If you ask buyers how they heard about you after checkout, those answers sit next to the click data. They often tell a different story.
We also put inventory on the same screen. When a top seller is about to run out, you see it before the ads keep spending on a product you can't ship. That one view settles a lot of arguments about whether the ads stopped working.
Some brands we've grown
Veiled Collection went from pop-up shops to more than 50,000 new customers online
Read itBaked Bouquet grew from pop-up sales to more than 10,000 new customers
Read itFirst Stop Fashion more than doubled its online sales in a year
Read itCharlie Hustle grew its Missouri customer list by more than 2,600%
Read itHow do you keep new ads coming?
Most ads stop working after a while. People see them too often, and costs creep up. Brands that grow steadily keep new creative in testing, so a replacement is ready before the current winner fades.
We plan creative a month at a time. That means new openings on proven ads, new product angles, customer photos and short videos. Each test gets a budget and a fair run before we call it. Winners get more money. Losers get cut quickly, and what we learn goes into the next round.
Why we build email flows before campaigns
Flows are the emails and texts that send on their own when someone does something. They sign up, look at a product, leave a cart, buy, or go quiet. Campaigns are the sends you schedule. Flows reach people at the moment they care, so they usually earn far more per message.
We start with the flows every store needs. That's a welcome series, browse and cart recovery, post-purchase and win-back. After those come the ones that fit your category. Clothing brands get back-in-stock alerts by size. Beauty and supplement brands get reorder reminders timed to how long a bottle lasts. Once the flows are solid, campaigns get a plan instead of a scramble every Tuesday.
Klaviyo now bills on active profiles, so a clean list saves money too. We set up a flow that stops mailing people who haven't opened in months. That lowers your bill and helps more of your emails land in the inbox.
Klaviyo or HubSpot for an online brand?
Klaviyo is the better fit when
- You sell direct to shoppers on Shopify
- You need browse abandonment and back-in-stock flows
- Most of your revenue is one-time or repeat online orders
- Your list is large and mostly consumers
Add HubSpot when
- You sell wholesale to boutiques, retailers or grocery buyers
- You take custom orders or corporate gifting orders with quotes
- A sales team follows up with accounts by phone and email
- You want one report across online sales and wholesale accounts
When one system is enough
Some brands would rather run everything in one place. Charlie Hustle moved its email from Klaviyo and its customer service from Zendesk into HubSpot, and added texting there too. That works when you want service, email and order history on one customer record. We'll tell you plainly which setup fits your brand.
Pages for your category
- Fashion and apparel: returns, sizing and drops, with sections for menswear and womenswear
- Jewelry and accessories: long decisions, gifting seasons and consults
- Beauty and skincare: reorders, TikTok Shop and claims rules
- Supplements and wellness: Meta's health restrictions and subscriptions
- Home goods and furniture: big carts, freight costs and long decisions
- Food and beverage: holiday peaks, gift recipients and store buyers
More pages for specific kinds of store
Edible gifts and bakeries
Delivery dates, gift buyers and shipping areas for food that has to arrive fresh.
Edible gifts and bakeriesPet products
Pet profiles, reorder timing by bag size and autoship that still makes money.
Pet productsShopify Plus brands
The marketing side of a larger store, working next to your developer.
Shopify Plus marketing agencyDTC brands
How the plan changes as a direct brand grows, with links to every category page.
DTC brandsFirst steps
- Day 1
A free 30-minute call
We look at your ads, email and numbers together and tell you what we'd change first.
- First weeks
Tracking and dashboard
Clean links, Shopify as the one source of truth, and the dashboard live. Every decision after that runs on numbers you trust.
- Ongoing
Ads, email and SMS
Reviewed every week against profit, with new creative tested on a schedule.
More specific pages
Pick the page closest to your business. Each one covers the problems we see most in that part of ecommerce.
Fashion and apparel
Meta and Google ads, Klaviyo email and SMS, and reports on the sales customers actually keep after returns. For womenswear, menswear and streetwear brands.
Beauty and skincare
Reorder emails and texts timed to when each product runs out, ads judged on profit, and a TikTok Shop test with a clear stop rule. For beauty brands.
Jewelry and accessories
Ads, email and SMS for jewelry brands, with gifting seasons planned months ahead, emails that answer buyers' doubts, and bridal consults tracked in HubSpot.
Supplements and wellness
Grow a supplement brand under Meta's health rules, with results measured from Shopify instead of Meta's tracking, ads that get approved and fewer cancellations.
Home goods and furniture
Meta, Google and Pinterest ads, emails that wait while shoppers measure the room, and profit tracked after freight. For home goods and furniture brands.
Food and beverage
Ads, email and SMS for food and beverage brands, with holidays planned around what your kitchen can make, plus HubSpot for the grocery buyers you pitch.
Edible gifts and bakeries
Ads, email and SMS for bakeries, gift basket brands and edible bouquets that ship. Baked Bouquet won 10,000+ new customers with us. Plan your next gift season.
Pet products
Ads, email and SMS for pet food, treat and supply brands, planned around each pet's age, size and how fast a bag runs out, so first orders become autoship.
DTC brands
Ads, email and reporting for direct-to-consumer brands, planned for your stage, from your first ad platform to wholesale. Real results in fashion and gifting.
Ecommerce questions
What is MER, and why does it matter?
MER, or marketing efficiency ratio, is total revenue divided by total ad spend. Two platforms can't both claim the same order in it, so it's a fair check on all your ads together. We plan budgets from it and treat each platform's own numbers as a guide.
Why don't Meta and Shopify numbers match?
Each platform counts with its own rules and tracking gaps, and more than one can claim the same order. Treat Shopify as the source of truth. Tagging every ad link the same way gets the numbers as close as they can be.
Klaviyo or HubSpot for a Shopify brand?
Klaviyo for selling to shoppers, since it connects more deeply to Shopify. Add HubSpot if you sell wholesale or have a sales team working accounts.
How do we know if our email is underperforming?
Check how your email revenue splits between automated flows and one-off campaigns. If campaigns bring in most of it, your flows probably need work. Welcome, cart and post-purchase flows are the usual places to start.
Which ad channels work best for ecommerce?
Meta and Google carry most brands. TikTok works well for some categories, especially beauty, and Pinterest helps jewelry and home goods. We test each one against profit in Shopify.
How much should a Shopify brand spend on ads?
Start from what a new customer is worth to you after product cost, shipping and returns. Your ad budget should keep the cost of winning a customer below that number, with room for profit. Raise spend while total sales against total ad spend holds steady.
How do we test a new ad channel without wasting money?
Give it a fixed budget, a set end date and a profit target before you start. Judge it on Shopify sales alongside the platform's own report. If it misses the target by the end date, stop and move the money back.
Related
Other industries we work with
Find out which channels make money after returns.
Bring your Shopify and ad account access to the call, and we'll show you what your channels earn after returns and costs.