Performance Marketing for E-commerce & D2C
ROAS reported by the platform is double what the bank statement supports, because view-through and duplication are inflating it.
Performance marketing is paid advertising managed against measurable business outcomes — cost per qualified lead, customer acquisition cost and return on ad spend — rather than reach or clicks. For a D2C or e-commerce brand, the work is judged on contribution margin per order, after shipping, returns and ad cost. Server-side purchase events, deduplication, and a blended-ROAS view reconciled against actual revenue.
What is costing you money today
ROAS reported by the platform is double what the bank statement supports, because view-through and duplication are inflating it.
Optimising ads to purchase events reported by a browser pixel that ad blockers and iOS have already broken, then scaling on numbers that overstate revenue.
What changes once this is in place
Server-side purchase events, deduplication, and a blended-ROAS view reconciled against actual revenue.
How e-commerce & d2c actually buys
Minutes to days for impulse categories, weeks for considered ones — and heavily concentrated into a few sale periods a year.
- The unit of value
- contribution margin per order, after shipping, returns and ad cost
- The common mistake
- Optimising ads to purchase events reported by a browser pixel that ad blockers and iOS have already broken, then scaling on numbers that overstate revenue.
- What we do instead
- Server-side tracking with order value and margin passed through, reconciled weekly against what the payment gateway actually settled.
What it has to talk to
A build for a D2C or e-commerce brand is mostly integration work. These are the systems we expect to exchange data with:
- Shopify / WooCommerce
- Payment gateway
- Logistics & courier APIs
- Meta CAPI & Google Enhanced Conversions
- Klaviyo / WhatsApp
The words your buyers actually use
Generic service copy loses to copy written in the vocabulary of the vertical. These are the terms that carry intent here, and the ones the pages we build are structured around:
- cash on delivery
- free shipping threshold
- return policy
- size guide
- abandoned cart
- average order value
The rules this sits under
India's Legal Metrology rules on displayed pricing and country of origin; consumer protection rules on returns; FTC substantiation for claims in the US; VAT display requirements in the UAE.
What you get
- Account and funnel audit — Structure, wasted spend, tracking integrity, creative fatigue and landing page fit. You get the document whether or not you hire us.
- Measurement build — GA4, Meta Conversions API, Google Enhanced Conversions, offline conversion imports and an event map you can read. Detailed on Conversion & Analytics.
- Account restructure — Campaign architecture rebuilt around how the algorithm actually spends now — consolidated, budget-efficient, testable.
- Creative production — Statics, UGC and video in the ratios each placement needs, shipped weekly. Covered on Ad Creative & Content Production.
- Landing pages — Offer-specific pages with message match and a single action, built by the same team that builds the sites.
- Audience and retargeting — Exclusions, customer lists, lookalikes and a retargeting ladder that stops when frequency stops being useful.
- Lead routing — Instant handoff to WhatsApp, CRM or a call queue, with source and campaign attached so attribution survives the handover.
- Weekly optimisation and reporting — A weekly working session on the numbers, a monthly report that starts with revenue, and a decision log of what changed and why.