Paid social and shopping
Meta, Google Shopping, and Performance Max run against real order data.
Ecommerce Marketing Agency
Ecommerce marketing measured against margin, not ROAS.
An ecommerce marketing agency for online stores worldwide. Platform-reported returns and bank-account reality often disagree, so we reconcile the two before deciding where a single unit of spend should go.
An ecommerce marketing agency runs the acquisition and retention channels an online store depends on: paid social, search and shopping, email and SMS flows, and the conversion work on the store itself. Logical Dot Tech works with ecommerce and D2C brands worldwide, and the discipline we apply is measuring against contribution margin rather than platform-reported ROAS, because those two numbers diverge more often than most stores realise. Where the store itself is the bottleneck, we say so before recommending more spend.
Why ROAS lies, and what to use instead
A 4x ROAS sounds healthy until you subtract cost of goods, shipping, payment fees, returns, and the discount code that closed the sale. Plenty of stores scale a campaign showing strong platform returns while losing money on every order it produces, because nothing in the ad account knows what the product costs to fulfil.
Attribution compounds the problem. Meta and Google each claim conversions the other also claims, so adding up platform-reported revenue frequently exceeds what the store actually took. We reconcile ad platform numbers against real orders and work from contribution margin, which is the number that determines whether scaling is a good idea.
| What most stores watch | What it misses | What we work from |
|---|---|---|
| Platform ROAS | COGS, shipping, fees, returns | Contribution margin per order |
| Last-click revenue | Assisted and view-through effects | Blended and incremental view |
| Total orders | Discount depth and return rate | Net revenue after returns |
| Cost per purchase | Repeat rate and lifetime value | Payback period on first order |
The product feed decides shopping performance
Most stores treat the product feed as a technical export and spend their attention on bids and creative. In shopping campaigns the feed does more work than either. Titles determine which searches you appear for, attributes determine whether you are eligible at all, and missing GTINs or bad category mapping can quietly suppress an entire catalogue.
We rewrite feed titles around how people actually search rather than how the catalogue is organised internally, fill the attributes that gate eligibility, and split campaigns by margin so your best products are not sharing budget with items you barely profit from.
Retention is where ecommerce margin lives
Acquisition costs have risen across every paid channel, and for many stores the first order is close to break-even. The margin sits in the second and third purchase, which is why email and SMS flows are usually the highest-return work available to a store that has neglected them.
- Welcome flow: the highest-converting sequence most stores never finish building.
- Abandoned cart and browse: recovering demand you have already paid to create.
- Post-purchase: setting up the second order while satisfaction is highest.
- Winback: reactivating lapsed buyers at a fraction of new-customer cost.
- Segmentation: by category, margin, and frequency, not one list for everyone.
When more traffic is the wrong answer
If a store converts at half the rate it should, buying more traffic multiplies the leak rather than fixing it. We check the funnel before recommending spend, and if the checkout is the constraint we will tell you to fix that first even though it means a smaller media budget.
The usual culprits are consistent across stores: shipping cost revealed only at the final step, forced account creation, a mobile checkout nobody tested on a real phone, slow product pages, and no abandoned cart recovery running at all.
Who this suits
This work fits stores with enough order volume for data to be meaningful and margins that support paid acquisition.
- D2C brands whose platform-reported returns do not match the bank balance.
- Stores with a large catalogue where feed quality is limiting shopping performance.
- Businesses with strong acquisition and almost no retention marketing.
- Shopify or WooCommerce stores that convert poorly despite decent traffic.
What's included
Everything you get, in one engagement.
Product feed optimisation
Titles, attributes, and feed hygiene, which decide shopping visibility more than bids.
Email and SMS flows
Welcome, abandonment, post-purchase, and winback sequences that run on their own.
Ecommerce SEO
Collection and product pages structured to rank and be cited, not just to render.
Margin-level reporting
Contribution margin after COGS, shipping, and fees, not ROAS in isolation.
Checkout and CRO
Fixing the funnel leaks that make paid traffic uneconomic before scaling it.
How we work
A process that ships, not just plans.
01
Discover
We dig into your goals, market, and data to find the highest-leverage move.
02
Design
Strategy and architecture mapped before a line of code or a dollar of spend.
03
Build & Launch
We ship in tight sprints with weekly demos you can actually see.
04
Scale
We measure, optimize, and compound results month over month.
Good to know
Common questions.
Almost always because ROAS is calculated on revenue rather than margin, and because platforms over-claim conversions. Once cost of goods, shipping, fees, returns, and discounts come out, a campaign at 4x reported can be losing money per order. The first thing we do is reconcile ad platform numbers against real orders.
Both, and the platform changes the tactics rather than the strategy. Shopify constrains checkout customisation but makes feed and app integration straightforward. WooCommerce gives full data access at the cost of you owning performance and maintenance. We adapt to whichever you run.
Enough to generate a meaningful number of purchases per week, otherwise the platform never exits its learning phase and the data stays too noisy to act on. The actual figure depends on your product price and cost per acquisition. We size it honestly on the first call and will say if it is too thin.
Yes, and often that is where we start. Sending more paid traffic to a checkout losing most of its visitors is expensive. We look at the funnel first, fix the largest leaks, and only then scale spend into a store that can convert it.
Paid channels produce usable data within days and meaningful optimisation from around month two. Email and SMS flows often return quickly because the audience already exists. Ecommerce SEO on collection and product pages is slower, typically three to six months for competitive terms.
We can produce static and video creative, direct footage you already have, or build a testing framework around assets your team makes. Creative is the main performance lever on paid social, so what we will not do is run the same two ads for six months and blame the algorithm.
Usually yes, because it is where the fastest shopping gains sit. Feed titles, attributes, category mapping, and identifiers determine visibility more than bidding does. We optimise the feed itself rather than only managing campaigns on top of a feed that is holding you back.
Ready to get started?
Book a free 30-minute call and we'll map the first step.