Right now, growing an ecommerce brand is the hardest it has ever been.

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You’ve got rising costs everywhere you look, conflicts disrupting supply chains, and consumers becoming more and more fickle. 

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And it’s no different when you look at your marketing performance. 

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Ad platforms are demanding more creative, performance is becoming less incremental, and you’re paying more every year just to maintain the same revenue numbers.

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This is the exact problem we set out to solve with our new framework: Revenue Reality.

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What is Revenue Reality? 

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In the current climate, ecommerce marketing agencies need to stop looking at in-platform results and start optimising for actual business outcomes.

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Gone are the days when a high ROAS in Google or Meta actually meant the brand was doing well. Nowadays, it often just means the algorithms hoovered up a bunch of cheap sales from your existing customers - sales you were likely going to get anyway.

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Many brands (and their agencies) are stuck in ‘Platform Reality,’ and it’s holding them back. Yes, the dashboards are green and everything looks great on the surface, but that success isn't reflected in the bottom line.

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Revenue Reality goes beyond this surface-level view. It reconciles your ad spend against actual ecommerce performance, tying your marketing budget directly to meaningful, profitable growth. 

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It bridges the gap between in-platform performance and actual business reality.

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So, how does Revenue Reality work? 

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Our Revenue Reality process is anchored by a 4-stage framework that dictates every move we make when scaling an ecommerce brand.

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Step 1 - Targets

It amazes me how many ecommerce brands don’t have clear financial targets. 

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That’s why the first step of our framework is to set ambitious yet mathematically sound goals for our brands. These goals reflect meaningful business outcomes - whether that's growing topline revenue, acquiring net-new customers, or improving customer lifetime value (LTV).

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These goals are then built into a 12-month forecast that tracks our progress throughout the year. The key difference? We track these targets against true ecommerce revenue, never just what the ad platforms tell us.

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Step 2 - Signals

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Many brands struggle to know which levers actually drive revenue. This is where the next part of our framework comes in.

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Incrementality testing across your performance marketing is crucial. It separates the 'Creators' (campaigns driving true new growth) from the 'Harvesters' (campaigns just taking credit for sales you would’ve gotten anyway). 

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With a thorough testing roadmap, we can confidently deploy your budget only where it creates a proven, incremental impact.

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Step 3 - Actions

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Armed with the clarity to deploy your budget for maximum impact, we move fast. 

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We ensure every creative refresh, budget shift, and strategic pivot is dictated by our true signals and overarching targets.

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This eliminates the guesswork and focuses our efforts purely on moving the business forward and hitting our performance metrics.

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Step 4 - Reporting

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At Adnomics, we live by the mantra: what gets tracked, gets managed.

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It’s why we built our proprietary reporting platform, ADX, rather than relying on an off-the-shelf solution.

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ADX takes your in-platform data and reconciles it directly against your backend ecommerce data. 

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We can monitor your true blended ROAS, track YoY changes in units per order, and drill down into what’s genuinely working.

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What's more, it serves as our traffic light system for scaling. 

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CPA looking healthy against our agreed targets? Great, let’s keep pushing.

In-business ROAS dipping? Let’s pull back and try a different approach. 

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ADX is the engine that drives our entire Revenue Reality proposition, giving our clients an unfair advantage.

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Overview - If you feel like you’re letting the platforms grade their own homework, get in touch and let’s see how we can deploy Revenue Reality to grow your brand. 

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