Blog
Knowledge that grows shops
Guides and checklists on metrics, SEO, Google Ads, Google Shopping and local SEO. Written for people who run a shop, not for theory.
Ecommerce metrics: the 15 numbers that actually matter
Revenue, conversion rate, AOV, ROAS, LTV and more: every key ecommerce metric with its formula, a worked example and what to do when it looks bad.
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Guides
The way into each topic, with links to every detail article.
SEO for shopsEcommerce SEO: the complete guide for online storesSite structure, category and product pages, technical basics, content, internal links and measurement: the full path to more organic traffic for your store.11 min read
Google Ads & advertisingGoogle Ads for ecommerce: strategy, campaigns, budgetRequirements, campaign types, account structure, bidding and budget maths for online stores, plus a 90-day plan for your own Google Ads account.11 min read
Google ShoppingGoogle Merchant Center setup: the complete walkthroughAccount, website verification, shipping, returns and product data: the full walkthrough for setting up Google Merchant Center for your store.12 min read
Local SEOLocal SEO: the guide for businesses with a storefrontHow local rankings work and what to do about your business profile, website signals, reviews and listings. With grid measurement and a checklist.11 min read
Shopify & LightspeedShopify SEO: settings, apps and ranking mistakesWhich SEO decisions Shopify makes for you, which ones are yours, and the handful of mistakes that really cost rankings. With checklist and fixes.10 min read
Growth & strategyThe ecommerce weekly routine: 30 minutes that pay offA fixed 30-minute routine minute by minute, a rhythm table for daily, weekly, monthly and quarterly checks, plus rules for when to act and wait.9 min readAll articles
Growth & strategyAI product descriptions: use them without risking rankingsWhat AI does well for product copy and what it cannot do: a workflow with briefing, prompt building blocks, a QA checklist and Google's actual position.9 min read
SEO for shopsCore Web Vitals for online stores: LCP, INP and CLSWhat LCP, INP and CLS measure, why field and lab data disagree, and which store bottlenecks to fix in which order. With a two-week plan and a checklist.8 min read
SEO for shopsCrawled, currently not indexed: get store pages indexedWhat the Search Console status really means, which URLs you can ignore and how to get categories and products indexed. With a cause-fix table.9 min read
SEO for shopsDuplicate content in ecommerce: variants, filters, canonicalsWhy stores create duplicate URLs through variants, filters, sorting and pagination, and which fix fits which case. With a clear decision table.9 min read
Metrics & analyticsEcommerce conversion rate: calculate and improve itHow to calculate ecommerce conversion rate correctly, judge it without industry myths and improve it with ten levers. With example and checklist.8 min read
Metrics & analyticsGA4 ecommerce tracking not working: find lost purchasesGA4 shows fewer orders than your store backend? The likely causes, from consent to double counting, and how to find each one using DebugView.9 min read
Google Ads & advertisingGoogle Ads: clicks but no conversions, the nine causesClicks arrive, orders do not. First the diagnosis, then nine causes from broken measurement to checkout, each with a way to check it and a fix.10 min read
Metrics & analyticsHow to calculate ROAS: break-even, target and blendedCalculate ROAS, derive break-even ROAS from your margin and tell platform-reported from blended ROAS. With worked examples and a margin table.8 min read
SEO for shopsImpressions but no clicks: what Search Console tells youPlenty of impressions, almost no clicks: find out whether position, intent, snippet or the results page is to blame. With an export walkthrough.10 min read
Google Ads & advertisingLimited by budget in Google Ads: what it means, what to doWhat the limited by budget status really says, when raising the budget pays off and when it does not. With a five-minute diagnosis and seven causes.8 min read
Google ShoppingMerchant Center price mismatch: causes and fixesWhy Merchant Center reports a price difference between feed and landing page, how to find the cause and what to change per cause. With a check table.8 min read
Google ShoppingMissing or invalid GTIN in Merchant Center: how to fix itWhat limited performance and invalid GTIN mean in Merchant Center, where to find numbers, when identifier exists helps and how to handle own brands.8 min read
Google Ads & advertisingPerformance Max for ecommerce: when it works, how to steerWhat you can actually control in Performance Max: assets, asset groups, signals, goals, feed and negatives, plus when a search campaign fits better.8 min read
Google ShoppingProduct disapproved in Merchant Center: reasons and fixesThe most common disapproval reasons in Merchant Center, the order to fix them in and how to trigger a new review. With a reason and fix table.9 min read
SEO for shopsProduct schema markup: rich results with price and reviewsProduct, Offer and AggregateRating done right: a JSON-LD example, required fields, price and availability kept consistent, plus how to test it.8 min read
Metrics & analyticsReduce cart abandonment: find and fix the real causesMeasure the funnel from add_to_cart through begin_checkout to purchase, locate the drop-off and fix the exact step that is costing you orders.9 min read
Shopify & LightspeedShopify and GA4 revenue mismatch: the eight reasonsShopify and GA4 never show the same revenue. The eight causes from time zone to test orders, how to check each one, and which gap is still normal.9 min read
Shopify & LightspeedShopify variants and SEO: one URL or own products?How Shopify handles ?variant= URLs and canonicals, when a variant deserves its own product, and how to split one without losing rankings. With decision table.8 min read