El ROAS de la cuenta sube y la caja no siempre acompaña
El reporting de plataforma y el reporting de negocio no son el mismo dato. Cuando se confunden, se toman decisiones sobre métricas que no mueven caja.
El perfil de cliente con el que solemos trabajar es founder de D2C entre 200K y 3M€ de facturación. Spend en publicidad entre 5K y 30K€/mes. Sin equipo senior de marketing in-house.
Casi siempre comparte un patrón: han pasado por una o dos agencias antes. La primera con account manager junior. La segunda con buen diagnóstico pero sin manos en la cuenta. Ninguna se sentó a la mesa a decidir con el fundador.
Y mientras tanto, leyendo el reporting de plataforma, todo iba bien. Pero el banco decía otra cosa.
Lo que aparece casi siempre en una auditoría
Tres puntos ciegos del reporting de publicidad que afectan al negocio.
Platform reporting without contribution margin
The account shows ROAS 4 — ROAS is what the platform says you earn per euro of advertising. Shopify, deducting product cost, shipping, commissions and returns, says something different. Contribution margin (what really remains after direct costs) does not appear by default on the dashboard.
CAC payback without measurement
CAC is what it costs to bring in a new client. Payback is how long it takes to recover it. When recovering it takes more months than your cash can stand, scaling advertising drags the business down even if the account looks profitable.
Aggregate LTV, not per cohort
LTV is what a client leaves you over time. A cohort is the group of clients acquired in the same month. Average LTV hides big differences between channels and cohorts: optimizing to the average feeds the channel with the worst real return and penalizes the one that sustains the business.
What the founder feels in the chair
This is what we hear on every first call before looking at a single number.
Operate as Growth Partner, not as agency or consultant
The model we apply changes three things at once: who you talk to, what is measured, and who executes.
We analyze your P&L, your cohorts and your cash-conversion in RAW · We execute the levers with Pablo and Jorge sitting next to the founder · We follow through to the result.
Check if you have the problem before hiring us
Open your Shopify. Take the last 90 days. Calculate: gross revenue − COGS − shipping − ad spend = margin. Divide that margin by the number of new clients. If the result is positive and > your CAC, you are fine. If it is negative, call us.
Do you have this problem?
Tell us how your operation works. Free 30-minute audit with Pablo and Jorge.