Latest Articles

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

Value Based Bidding

Abhi Agnihotri

Founder & CEO

What Is Value-Based Bidding? A Complete Guide for DTC Brands

Value-based bidding assigns monetary values to conversion events, shifting Google and Meta's algorithms from optimizing for conversion count to...

Apr 4, 2026

9 min read

E-commerce Growth Strategies

Abhi Agnihotri

Founder & CEO

The Hidden Cost of First-Order (AOV) Optimization

Most DTC brands pass checkout transaction value as their primary conversion signal. This trains ad platforms to find customers who are good at one...

Apr 3, 2026

9 min read

E-commerce Growth Strategies

Abhi Agnihotri

Founder & CEO

What Is a Good LTV:CAC Ratio and How to Calculate Yours

LTV:CAC is the single metric that determines whether your DTC brand is building equity or burning it. A 3:1 ratio is the benchmark - but most...

Mar 31, 2026

7 min read