Growth playbooks and a paid-media glossary, tactics, frameworks, and definitions our team uses every day, structured so humans and AI can read it.
The first 72 hours after a sale are the most profitable window in e-commerce. Here's the flow we install on every account to turn a first order into a second.
Shopping performance is decided in the feed before a single bid is placed. Here's the feed hygiene and structure we use to win the auction you can't see.
Lookalikes are only as good as the seed you feed them. Here's how we choose seeds, size percentages, and layer targeting for scalable prospecting.
Customers go quiet, not gone. A short, well-timed SMS win-back series recovers lapsed buyers at a fraction of acquisition cost.
Creative is the single biggest lever in paid social today. Here's the structured testing system we use to ship, learn, and scale without burning budget on guesses.
Black Friday is won in October. Here's the pre-build, launch-day, and recovery sequence we run so the biggest week of the year doesn't catch us improvising.
Click-Through Rate — the share of impressions that produce a click. On paid social, CTR is primarily a creative metric: a rising CTR usually means the hook is working, while a falling one signals creative fatigue.
Conversion Rate — the share of clicks (or sessions) that produce a conversion. CVR splits the work between the ad and the landing page; a strong ad with weak CVR points you to fix the page, not the creative.
Profit on Ad Spend — gross profit from ad-attributed sales divided by ad spend. Unlike ROAS, it accounts for product margin, so it tells you whether scaling actually makes money rather than just moving revenue.
Cost Per Acquisition — the spend required to produce one conversion event, usually a purchase or a lead. CPA rises predictably as you scale up-funnel, so we set a CPA ceiling per channel rather than chasing a single target.
Customer Acquisition Cost — the marketing spend required to acquire a new customer. Healthy CAC is judged relative to LTV: a 3:1 LTV-to-CAC ratio is a common benchmark, but the right target depends on margin and payback period.
Lifetime Value — the total profit a customer is expected to generate across their relationship with the brand. We model it from repeat purchase rate and average order value, and use it to set an affordable CAC.
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