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Field notes from the margin frontier.
Practical writing for merchants who want to understand where their money actually goes.
MarginsMay 14, 2026 · 6 min read
Last updated · May 14, 2026
Why your Shopify margin isn't what you think
Shopify shows a healthy gross margin. Your bank account tells a different story. Here's what the dashboard leaves out.
Read articleAdvertisingJune 2, 2026 · 7 min read
Last updated · June 2, 2026
How to allocate your Meta Ads spend product by product
Total ROAS hides the products losing money and the ones carrying you. Here's how to attribute ad spend down to the SKU.
Read articleOperationsJune 24, 2026 · 6 min read
Last updated · June 24, 2026
Real vs charged shipping: the invisible hole in your P&L
You charged the customer €5.90. The label cost €9.20. Multiply by a year of orders and you have a serious problem.
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