Practical answers for retail performance.
Clear guides to paid media, product feeds and measurement: what to inspect, what to change and how to judge the result.
ChatGPT Ads in Europe: a retail test built around incrementality
ChatGPT Ads has reached European users, but Italian self-service access is still pending. Here is a narrow retail test and measurement plan.
Google Ads changed budget-limited bidding. Your ROAS target now means more
Google changed how target-based bidding behaves when campaigns are limited by budget. Here is the retail audit to run before changing spend.
Give your large catalogue a product discovery budget
A practical way to find eligible products with too little traffic and test whether extra Google Shopping exposure is commercially useful.
When a cheap product should stop buying ads
Low-price products can drain a Shopping budget or be associated with a profitable attributed basket. Use contribution, cart data and feed controls to decide which is which.
Black Friday is won in July
A month-by-month Black Friday plan for retail teams: margin targets in July, production in August, testing in September and controlled execution in November.
Attribution without cookies: numbers you can defend
Consent Mode v2, server-side tagging and modelled conversions, minus the mystique. How a retail team gets back to numbers it can act on.
What you can still control in Performance Max
PMax hid the levers that used to be your job. Here are the ones Google left you, and the five things we check on retail accounts every week.
The cheapest ROAS you'll buy this year is a better feed
Bid tweaks get all the attention, but feed hygiene is what moves the numbers. What a clean feed is worth in a shopping account, and what to check first.
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