ROAS is rarely the right metric to scale from.
One of the most important prerequisites for scaling is knowing the KPIs that actually reflect profitable growth. Most brands do not have this clarity, but the ones that do are consistently the ones that succeed.
NC-ROAS, LTGP:CAC and First Order Gross Profit.
We steer by metrics like NC-ROAS targets, LTGP:CAC over 12 months and First Order Gross Profit relative to nCAC. These give a clear picture of whether growth is actually profitable.
Bottom line tracked month by month.
With monthly P&L follow-up we continuously monitor how the bottom line is moving, not just how much is being spent and sold.
Key benefits
- Clarity on which KPIs to actually scale from rather than optimising toward misleading metrics
- Focus on bottom line and EBITDA over surface-level growth metrics
- Sharper decision-making for scaling spend up or down
- Ongoing follow-up in collaboration with finance that ensures progress toward profitable growth
Our approach
- Forecasting and monthly P&L reporting focused on EBITDA development
- Scaling based on NC-ROAS, LTGP:CAC and First Order GP:nCAC rather than blended ROAS
- Moving away from outdated metrics like ROAS as a primary steering tool
Strong teams do award winning work
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Good questions. Clear answers.
How do you measure success in a collaboration?
We benchmark every collaboration on two things: hard metrics and soft metrics. Hard metrics cover top and bottom line growth, MER and other key financial KPIs. Soft metrics cover share of search development, the ability to attract the right influencers, and how well internal resources are being allocated. Most agencies stop at last-click attribution and miss the brand-building side entirely. We don’t, because sustainable growth requires both.
What does a collaboration with FABO look like in practice?
We start with an intro call to confirm there’s a genuine match, then invest 50+ hours in a brand and GTM strategy that maps out exactly what needs to happen and in what order. Once that’s aligned, we move into execution with a dedicated team of 3 to 6 specialists, biweekly creative reporting and monthly strategy and financial reviews. We also run workshops around specific bottlenecks as they come up. The goal is a collaboration that improves over time, not just one that starts strong.
What tools do you use for attribution & tracking?
We’ve tested a lot and landed on the same core stack for almost every case: Shopify as the CMS, Triple Whale for attribution and business intelligence, ProfitMetrics for profit-based bidding and server-side tracking, Klaviyo for email and SMS, DataFeedWatch for feed optimisation, and Confect for catalogue creative on Paid Social. In 2025 we became the only Triple Whale Platinum Partner in the EU, which means better pricing and implementation support for the brands we work with.
Which industries do you specialise in?
We work exclusively with eCommerce, with a particular focus on fashion and lifestyle brands. That specialisation is what allows us to go deep rather than broad. We’ve built our entire framework around the specific dynamics of scaling eCommerce brands profitably, and every case we take on sharpens that further.
Book a discovery call about your business goals.
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Fill out the information below and we will contact you as soon as possible.
Contact us only if your turnover exceeds EUR 200.000 incl. VAT / month.
If you prefer to call us directly, you are of course also welcome to do so.
(+45) 20765222
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