Contribution margin instead of platform ROAS
Server-Side-Tracking closes the data gaps, and a dashboard brings advertising costs, returns and cost of goods together. Steering is based on profit per order, not on revenue in the ad manager.
Performance Marketing for eCommerce & Retail
Scale profitably instead of buying revenue.
Dometrics helps online shops align growth with contribution margin: complete tracking, profitable bidding and customers who come back, instead of expensively bought one-time orders.
The starting point
Why scaling in eCommerce usually fails.
Revenue grows, profit doesn't keep pace. That's no accident, but the consequence of decisions made on incomplete numbers.
01
ROAS drops, CPMs rise
Advertising costs climb year after year, and margin shrinks with them. More budget brings more revenue, but ever less profit, and at some point the math tips over.
02
The tracking has gaps
Since iOS 14.5 and cookie restrictions, the ad manager only sees part of the truth. Optimization runs on data that is demonstrably incomplete.
03
Revenue yes, profit unclear
ROAS says nothing about returns, shipping costs and cost of goods. Campaigns can look excellent by revenue and still burn money. Which ones do is impossible to know without a contribution-margin view.
04
One-time buyers instead of repeat customers
Every new customer is acquired at high cost and never orders again. Without repeat purchases, the first order has to carry the entire acquisition cost, and that is exactly where scaling fails.
Scaling is a math problem, not a creative problem
Most shops fail not because of bad ads, but because of a calculation no one opens up in full: what’s left per order after advertising costs, returns, shipping and cost of goods are paid? Anyone who doesn’t know this number scales blindly, and the platforms reward blind scaling with rising spend.
Dometrics helps eCommerce brands make this calculation the basis for steering. Only when every campaign is measured against contribution margin does it become clear which growth is real and which was merely bought revenue.
From data audit to a profitable growth machine
The starting point is an audit of tracking and unit economics: where are Conversions lost, which products carry the margin, which campaigns burn it? From this comes the build order: first the data foundation, then margin-based bidding, then conversion optimization and the retention journeys.
How the modules interact is shown by the Growth Engine. The details on Shopify, CRO and Klaviyo are on the service page eCommerce, and the data foundation is explained by Tracking & Data Analytics.
The solution
The Growth Engine for eCommerce & Retail
Five modules, one goal: growth that still turns a profit after advertising costs, returns and cost of goods are deducted.
Bidding by margin, not by revenue
Google and Meta receive margin-based signals: products with high contribution margin get budget, margin killers are throttled. What pays off is what gets scaled.
Demand that costs nothing per click
Organic rankings for category and product terms, plus presence in AI answers for product research. Every organic purchase lowers the shop's average acquisition cost.
CRO along the entire funnel
Product page, cart, checkout: systematic optimization of the Conversion Rate, so that expensively acquired traffic turns into more orders. Every percentage point acts directly on the margin.
Flows that raise customer value
Klaviyo journeys for welcome, cart abandonment, repeat purchase and winback. Email revenue costs no ad spend and turns one-time buyers into profitable repeat customers.
What this delivers
- Steering on contribution margin instead of platform ROAS
- Tracking gaps closed, decisions based on real numbers
- Scaling without creeping margin erosion
- Growing revenue share from email and existing customers
- Organic demand as a growing, cost-free channel
- One dashboard instead of three contradictory ad accounts
Case studies from this industry
Frequently asked questions
From what shop revenue does Dometrics work with eCommerce brands?
What matters is less the revenue than the unit behind it: margin, repeat-purchase potential and a product that works. Typically, collaboration starts with shops from the mid six-figure annual revenue range. Whether there is a lever is clarified by the Growth Report based on the real shop data.
What does Server-Side-Tracking deliver in concrete terms?
It closes the gap that browser restrictions and iOS have torn open. More captured Conversions mean better signals for the algorithms of Google and Meta, and therefore more efficient campaigns at the same budget. In practice, this often makes the difference between profitable and loss.
Does Dometrics also handle the shop itself?
Yes, as part of conversion optimization: Shopify setup, product pages, the checkout flow and the Klaviyo integration. Details are on the eCommerce service page.