Anonymized engagement pattern
Shopify DTC: one contribution number instead of three ROAS dashboards
This is the engagement pattern we use for Shopify brands, written without a fake brand name or invented ROAS delta. If you need a named reference, we will only publish it with the customer’s consent.
Starting point
Growth lived in Ads Manager. Finance lived in Shopify. Email claimed credit in Klaviyo. Weekly meetings spent half the time reconciling exports. Platform ROAS looked healthy while contribution after discounts, refunds, and shipping did not.
What we run
Shopify, Facebook Ads, Google Ads, and Klaviyo into BigQuery. Models for orders, refunds, spend, and blended MER. Certified Metabase dashboards for the weekly growth review. The included team owns the metric definitions with finance, not a pixel vendor’s default window.
What “done” looks like
A single dashboard where spend, Shopify net revenue, and MER sit on the same grain. Channel ROAS can still be shown as a diagnostic, clearly labeled as platform-reported. Scaling decisions use the certified blended view.
Frequently asked questions
Why no before/after ROAS number?
Publishing a fake lift would be dishonest and would get the page discounted. The valuable output is a trusted definition, not a vanity percentage.