Latest Articles

Value Based Bidding

Abhi Agnihotri

Founder & CEO

Performance Max Value Signals: How to Upgrade From AOV to pLTV

Performance Max uses the purchase conversion value as its primary learning signal across all Google channels. What you pass in the value field...

Jun 6, 2026

8 min read

AI & Advertising Technology

Abhi Agnihotri

Founder & CEO

Meta CPCs Are at a 12-Month Low. The CVR Chart Tells the Real Story.

Meta CPCs hit a 12-month low in February 2026 while conversion rates fell in near-perfect lockstep. The CPA math is unchanged: cheaper clicks...

May 22, 2026

9 min read

E-commerce Growth Strategies

Abhi Agnihotri

Founder & CEO

DTC Profitability Metrics: The Six Numbers That Replace ROAS in 2026

ROAS, CTR, and platform-reported CAC measure campaign efficiency. They say nothing about whether acquired customers return, subscribe, or generate...

May 18, 2026

11 min read

Value Based Bidding

Abhi Agnihotri

Founder & CEO

Meta Advantage+ Sales Campaigns With pLTV: The Complete Setup Guide

Advantage+ Sales Campaigns automate audience, placement, and creative optimisation: but the algorithm learns from whatever purchase value you pass...

May 10, 2026

9 min read

Abhi Agnihotri

Founder & CEO

LTV:CAC Ratio for Ecommerce: Benchmarks, Calculation, and How to Improve It

LTV:CAC determines whether your DTC brand is building equity or burning it: but most brands calculate it wrong, track it at the wrong granularity,...

May 7, 2026

9 min read

Abhi Agnihotri

Founder & CEO

Customer Lifetime Value in Google Ads: 2026 Setup Guide for Advertisers

Passing customer lifetime value into Google Smart Bidding is a signal infrastructure decision, not a settings change. This guide covers the three...

May 3, 2026

9 min read

AI & Advertising Technology

Abhi Agnihotri

Founder & CEO

The Smart Bidding Learning Period: What Advertisers Need to Know

Every bid strategy switch or signal change triggers a Smart Bidding learning period. Most DTC brands revert the change in week 2 when ROAS dips:...

Apr 29, 2026

7 min read

E-commerce Growth Strategies

Abhi Agnihotri

Founder & CEO

What Is Predictive Customer Lifetime Value (pLTV)? A Marketer's Complete Guide

Predictive customer lifetime value is a machine learning score predicting how much revenue a customer will generate over the next 12 to 24 months,...

Apr 25, 2026

10 min read

Value Based Bidding

Abhi Agnihotri

Founder & CEO

Google Smart Bidding With LTV Signals: How to Set It Up in 2026

Google Smart Bidding trains on the conversion value you provide. Passing first-order AOV produces an algorithm optimised for cheap converters....

Apr 23, 2026

9 min read

Data, Analytics & Measurement

Abhi Agnihotri

Founder & CEO

ROAS vs LTV: Why Scaling DTC Brands Need to Switch Metrics

ROAS measures first-purchase revenue in a campaign window. LTV:CAC measures whether the customers that campaign acquired are worth keeping. A brand...

Apr 15, 2026

10 min read

Value Based Bidding

Abhi Agnihotri

Founder & CEO

How Value-Based Bidding Works on Meta: Setup Guide for 2026

Meta's value optimisation tells the algorithm to find buyers who spend more: but it only works when CAPI is correctly configured, purchase values are...

Apr 12, 2026

8 min read

Value Based Bidding

Abhi Agnihotri

Founder & CEO

Value-Based Bidding vs Target CPA: Which Strategy Is Right for Your Brand

Target CPA and Target ROAS optimise for different things — and for most DTC brands with varied order values, Target CPA is the wrong default. This...

Apr 7, 2026

9 min read