Michael De Boeck's Linkedin Analytics

Me: "I think you should kill your welcome discount." Client: "Are you crazy? That's our most profitable Klaviyo flow." Me: "I get that. But let’s talk causality for a second: Are people buying because of the discount? Or are they just using the discount because they were going to buy anyway?" Client: "Not sure I follow..." Me: "Every e-commerce site offers a welcome discount. Consumers expect it. They know it’s evergreen." Client: "Exactly — so why wouldn’t we offer one too?" Me: "Because there’s no urgency. If someone wants to buy, they’ll just grab the 10% off code in 10 seconds. You’re giving away margin... for no real reason." Client: "So you think they would’ve bought anyway?" Me: "That’s the hypothesis. What if instead of a discount, we tested a gift-with-purchase? Or free shipping on low-value orders? Or… nothing at all?" Client: "We’ve never tested that. It’s just always been there." Me: "Exactly. Let’s test no welcome discount. Track CAC & aMER. If I’m right, we just added 10% to your first-order revenue." Client: "Now that’s music to my ears." 👉 When’s the last time you challenged your welcome flow instead of optimizing it? #ecommerce #shopify #klaviyo #emailmarketing #performancemarketing #ppc #ecom #growth ---------------------------------------------------------- P.S. Want the Google Ads Audit Checklist we use for 7-figure+ ecom brands? Comment “Checklist” below, and I’ll DM you the link. (Just make sure we’re connected!)

Client: "I don’t get why we need to measure incrementality. We’re targeting new customers only, right?" Me: "Yes — but that doesn’t mean every new customer conversion is incremental." Client: "Okay..." Me: "And it works both ways: some returning customer conversions are incremental." Client: "Wait… what? You already lost me at the non-incremental new customer conversions. Me: "Let’s break it down with two examples." 1️⃣ Example 1 Me: A new customer sees 5–6 TikToks about your brand. They’re convinced. Later, they search your brand name, click your branded Google Ads campaign, and purchase. Me: Would you call that branded click incremental? Client: "Hmm… probably not. TikTok did the heavy lifting." 2️⃣ Example 2: Me: An existing customer has no idea you also sell luggage. They search “best luggage” on Google, see your Shopping ad, and click. They recognize your brand, trust it, and purchase. Me: Would you say that conversion was incremental? Client: "Actually… yes. That was a net new sale." Me: "Exactly. Incrementality isn’t just about new customers — it’s about what would’ve happened without the ad." 👉 If you're only looking at new vs returning customers — you're probably missing the bigger picture. Incrementality is the only metric that answers the real question: “Did this ad cause the sale, or just catch it?” When's the last time you looked beyond attribution? #ecommerce #ppc #googleads #metaads #shopify #marketingstrategy #growth #incrementality ---------------------------------------------------------- P.S. Want the Google Ads Audit Checklist we use for 7-figure+ ecom brands? Comment “Checklist” below, and I’ll DM you the link.

How we helped scale a Shopify store to €20M in revenue.A real case with real numbers: Want to receive the full case study? 👉 Comment "case" and I will DM you the link personally. When I first met the founder of this niche Shopify store, they were already doing well. But he also knew growth would require more. It needed an improved strategy, hands-on account management (for 80+ campaigns!), and a partner that valued the right KPIs and targets over your regular ROAS goals. 18 months later: 🟢 Revenue grew to €20,000,000 in 2024 🟢 Contribution margin up 54.18% YoY 🟢 Ad spend up just 19.08% YoY Here’s what made the difference: 1️⃣ POAS as our North Star We integrated ProfitMetrics to track profit on ad spend down to the SKU. No more optimizing for revenue. We scaled based on contribution margin. 2️⃣ Custom product segmentation Using Shopify backend data + a custom labelizer, we bucketed SKUs by margin, volume & stock. Smarter spending. Higher returns. 3️⃣ Internationalization through Shopify Markets & Channable Localized feeds, pricing, and messaging for each region — No generic global campaigns. 4️⃣ DSA campaigns for keyword mining With thousands of SKUs, DSA surfaced winning search terms at scale. We found gold we’d never have spotted manually. 5️⃣ YouTube Ads for credibility & trust As CPCs continue to rise in Google Ads, we are building top-of-funnel demand with high-performing video. The goal: Get customers searching for the store by name. Revenue is vanity. Profit is sanity. A solid Structure is what makes both scale. 💡 Curious how your Google Ads could look with a profit-first strategy? #shopify #googleads #ppc #ecommerce #casestudy #performancemarketing

What if sales are down, not because of the economy, but because every freelancer/agency and their aunt is trying to build an AI agent instead of running their accounts? 🤔