eCommerce · Summary
You sell products online
Revenue and return on ad spend are the whole game: which channels and products actually make money, not just which get clicks.
This guide sets up the platforms that drive and measure sales, in the order worth doing them, and shows what a healthy ROAS looks like before you scale spend.
Your target audience
Shoppers who look like your buyers
Demographics and interests. You reach people by age, interests, and lookalike audiences built from past purchasers, plus anyone already searching for what you sell.
The strongest audiences come from your own data: past buyers, site visitors and add-to-carts. Google finds the intent; Meta finds the lookalikes.
What matters to them
Price, shipping, returns, and an easy checkout
Before a shopper buys, they weigh price, shipping cost and speed, returns, and reviews, then judge how painful checkout looks, especially on mobile.
Make the path to buy obvious and reassuring and more of the visits you paid for turn into orders. Friction at checkout is where budget quietly leaks.
Recommended platforms
Where to show up, in order
ShopifyYour store and order truth.
Merchant CenterYour product feed for Shopping.
Google AdsSearch and Shopping demand.
Meta AdsProspecting and retargeting.
InstagramShoppable presence and discovery.
TikTokDiscovery with younger buyers.Your Shopify store and Merchant Center feed are the foundation: that is where orders and the product truth live. Google Ads captures the demand that already exists; Meta and Instagram build new demand and bring shoppers back. Treat TikTok as a discovery channel you add once the core is profitable.
Measuring success
Revenue and ROAS, not clicks
The scoreboard is revenue and return on ad spend: does each channel clear what you spent to earn it? A cheap click that never converts is not a win.
Watch revenue, ROAS against your break-even, conversion rate and average order value. Together they tell you what to scale and what to switch off.
Get this as a plan for your store
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