Blog

Practical guides on diagnosing ad and store performance — written from the same methodology KPIHelm uses.

• August 20, 2026

  Your ROAS looks healthy. So why is there no money at the end of the month?

  ROAS answers exactly one question: how much revenue an ad brought back for what you spent on it. It says nothing about how much of that revenue you kept. Two stores can run the same campaign at the same 3x ROAS and finish the month in opposite places, because everything that decides profit — what the goods cost, what shipping costs, what comes back as a return — happens where the ad platform cannot see it. This guide works out the ROAS *your* store actually needs, and what to check when sales look active and the bank balance doesn't move. If the problem is that ROAS itself fell, that is a different diagnosis — start with [Your ROAS dropped on Shopify](https://kpihelm.com/en/blog/roas-dropped-shopify).

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• August 14, 2026

  Your ROAS dropped on Shopify. Here's how to find what actually broke.

  A falling ROAS is not a diagnosis — it's a symptom. ROAS is a ratio between what you spend on ads and what your store earns from them, which means it drops for two very different families of reasons: acquiring a visitor got more expensive, or a visitor became worth less after the click. Fixing the wrong side wastes weeks. This guide walks through the same split-first method KPIHelm uses to find where the money is actually leaking.

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