ROAS does not tell the full profitability story
The campaigns seem efficient but margins, returns, discounts and operating costs change the result.
CRO, Performance & ROAS
CRO, performance and ROAS: improve performance before increasing budget
An independent analysis of funnel, measurement, contribution margin and investments to choose tests and interventions with an economic logic.
Conversion rate and ROAS do not optimize by isolating advertising, site and offer. Connecting traffic quality, experience, prices, promotions, margin and retention allows you to understand where you lose value. My role is to build diagnosis, priority and measurement system; specialists and agencies perform campaigns, creativity, tracking and development.
When it is useful
Situations I can help you with.
The scope is adapted to the problem, available data and skills already present.
The funnel loses conversions
Traffic, product card, cart and checkout show friction without a shared priority.
Agencies and teams read different KPI
Common definitions, sources and criteria are lacking to evaluate campaigns and initiatives CRO.
Tests do not produce learning
Changes are launched without assumptions, segmentation, baselines or decision criteria.
What does it include?
What the Advisory Covers
Audit function and economics
Analysis of traffic, conversion, offer, contribution margin, average costs, returns and main segments.
Framework KPI
Metrics, sources, segmentations and relationships between ROAS, CAC, conversion rate, order value and margin.
Optimization Backlog
Hypotheses ordered by impact, available evidence, effort, risk and validation method.
Governance performance
Briefs and periodic reviews to align management, teams, agencies and technology partners.
Method
A clear and verifiable path.
Baseline
Data, segments, sources and measurement quality.
Diagnosis
Frictions and inefficiencies related to economic value.
Backlog
Priority assumptions with KPI and test criteria.
Review
Reading results and updating priorities.
Scope
Advisory Role with Clear Boundaries
I do not manage daily advertising accounts, creativity, feeds or test development. I can verify strategy, campaign structure, measurement and priority CRO, coordinating the comparison with the specialists in charge.
Measurement
KPIs to Track in Context
The indicators depend on the objectives, economic model and quality of the available data.
Conversion rateROASMERCACMargin after marketingAverage order valueAdd-to-cart rateRetention
Related professional experience
Experiences related to this service.
Internal professional roles, not In-Vidia consulting clients.
My Family Place — eCommerce Roadmap & Customer Experience
An internal professional experience in the joint venture between Angelini Group and Prénatal, with responsibility for commercial planning, roadmap eCommerce, UX/UI, performance marketing, CRM and customer experience.
It describes an internal professional role in the joint venture between Angelini Group and Prénatal, not a client of the consulting In-Vidia.Read the case study →MOHD — Global eCommerce & Customer Journey
An internal professional experience in luxury home design, with responsibility for the development of the eCommerce platform, international growth, performance and coordination of digital projects.
It describes an internal professional role in MOHD, not a client of the In-Vidia consulting.Read the case study →Morellato Group — Multibrand Marketing & eCommerce
An internal professional experience in managing marketing and web store activities for a portfolio that included brands such as Morellato, Philip Watch, Sector, Bluespirit, Kronoshop and La Petite Story.
It describes an internal professional role in the Morellato Group, not a client of the In-Vidia consulting.Read the case study →Indicative investment
A clear scope before starting.
The range helps assess initial fit. Final fees depend on goals, data, stakeholders and required availability.
Insights
Articles related to this service.
Guides and analysis on decisions, KPIs and use cases.
View all articles →
CRO & Performance
eCommerce Conversion Rate: How to Improve It Without Discounting Everything
A practical conversion-rate framework that focuses on funnel friction, shopper intent and profitable improvement.
CRO & Performance
Average Order Value: 10 Ways to Grow AOV Without Giving Away Margin
Ten practical AOV levers designed to grow order value while protecting conversion and contribution margin.
CRO & Performance
eCommerce CAC: How to Calculate Customer Acquisition Cost and Know What You Can Afford
A practical framework for CAC, cohort payback and the economics of scaling customer acquisition.
Frequently asked questions
Before we start.
Clear answers on the scope, responsibility and working methods.
Are ROAS and profitability the same thing?
No. ROAS compares attributed revenue with advertising spend; profitability also depends on margin, discounts, returns, operating costs and attribution quality.
Do you directly manage Google Ads or Meta Ads?
No as an ongoing service. I can analyze settings, KPI and allocation decisions and compare myself with the agency or operating specialist.
Does CRO always require A/B testing?
No. First you need reliable data, qualitative evidence, priority and sufficient volume. Some problems can be corrected without a formal statistical test.
Can you guarantee an increase in the ROAS?
No. Results cannot be guaranteed in advance. The work improves the quality of diagnosis, decisions and measurement.
Related services
Other areas we can work on.
Have a project in mind?
Contact me →Let’s see how I can help.
Tell me your objective, project stage and the problem you need to solve.