Paid social~8 min
How to run Facebook ads for a brand new ecommerce store
A launch structure that survives the learning phase, with the budget floor the 50-conversion rule actually implies and the settings worth changing first.
6 August 2026
RIVYL blog
How ecommerce advertising actually works
Written for operators who run the ads themselves. Every number carries its source and its date, and we say so when the honest answer is that nobody knows.
Paid social~8 min
TikTok Shop fees and what selling there really costs
Referral fee, affiliate commission, fulfilment and ads stack into a number most sellers never total. Build the full take rate before you list a single product.
24 August 2026
Search~9 min
What Google actually penalises in AI-written content
Google does not penalise AI writing. It penalises scaled content abuse. The distinction is specific, it is published, and it decides whether your pages survive.
21 August 2026
Measurement~11 min
Twelve ecommerce benchmarks with no source behind them
Twelve claims that circulate as settled fact, the reason each one fails, and what the primary sources actually say. Including ones we repeated ourselves.
19 August 2026
Paid social~10 min
Why CPMs rise in Q4, and when the ramp really starts
The ramp starts earlier than most plans assume and it does not fall evenly. Here is the shape of the curve, and the cheapest window to build an audience in.
18 August 2026
Retention~8 min
The ecommerce email flows that carry most of the revenue
Flows are a small share of sends and a large share of revenue. Here is the gap in revenue per recipient, why it exists, and the order to build them in.
17 August 2026
Creative~8 min
How many ad creatives you actually need to test each week
Winners are roughly one in twenty, which sets the arithmetic for everything else. Work backwards from your hit rate to a weekly output you can actually sustain.
13 August 2026
Creative~9 min
How to see what your competitors advertise on Facebook
The ad libraries publish no spend for ordinary US ads. Here is what the public record does contain, and the four signals that show a competitor is scaling.
12 August 2026
Creative~8 min
Hook rate and hold rate in Meta ads, and what they miss
Both metrics have two competing denominators, so most cross-tool comparisons are meaningless. Here is how to define them once, and what they genuinely diagnose.
10 August 2026
Creative~11 min
Ad creative angles - a working taxonomy for ecommerce
An angle is a claim about why someone should care, not a format. Here are the recurring families, how to tell them apart, and how to build a testing matrix.
7 August 2026
Measurement~8 min
MER vs ROAS and which one to steer your ad spend by
Platform ROAS, blended MER and incremental lift answer three different questions. Here is which one to steer on, and what each of them systematically misses.
4 August 2026
Measurement~8 min
Break-even ROAS, the formula and a calculator to run it
Break-even ROAS is one divide, and most people run it on the wrong number. Work it from contribution margin with the calculator here, and see your ceiling.
3 August 2026