Latest / Ecommerce Playbook: Numbers, Struggles & Growth
How We Diagnose Every Ecommerce Problem (The Hierarchy of Metrics)
Tony Chopp, walks through the Hierarchy of Metrics — the framework our Prophit Engineers use to diagnose problems and take action for 170+ ecommerce brands.
In this episode, Tony and Richard break down a real brand example in Statlas, showing how you go from a contribution margin miss all the way down to a specific campaign adjustment in Google Ads.
The hierarchy:
Business-level metrics (revenue, contribution margin, ad spend)
Customer-level metrics (new vs. returning, paid vs. organic)
Channel-level metrics (Google, Meta, email — iROAS by channel)
Campaign-level actions (bids, budgets, new…
The skinny
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