Most scaling advice says raise the budget 20% a day and watch the ROAS fall. We do it differently: agree on a floor first, then scale only as far as the floor allows.
Every sale counted once: fixing double-counted purchases on Shopify
If your Shopify store uses a checkout app like Shopflo or GoKwik, there is a good chance Google Ads is counting each purchase twice. Here is how it happens and how to check in five minutes.
Your Meta ROAS is not your ROAS
Ads Manager counts an order the moment it is placed. Your bank counts it when it is delivered and paid for. For an Indian D2C brand the gap between those two numbers can be the whole profit margin.