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FAQ — desk & custom

Advanced Marketing Data Science, made easy. Shopify Total ROAS answers first; fixed-fee Custom Data Solutions next. Total ROAS = Shopify Total Sales ÷ ad spend. Break-even ≈ 1/margin. No pixels. No path credit.

Shopify desk

Product questions.

  1. What is Total ROAS?

    Total ROAS = Shopify Total Sales ÷ total logged ad spend for the same period. Average portfolio efficiency — not marginal channel return, not causal “true ROAS.” Period filters: MTD · LM · QTD · YTD · L12M. Glossary: Total ROAS glossary. Run it: ROAS calculator.

  2. What is break-even Total ROAS?

    Break-even ≈ 1 ÷ contribution margin — the floor where ads stop losing money on average. Stay above it, then make one allocation call. Tool: break-even calculator. Full desk: Product.

  3. What’s in the Shopify desk?

    Total ROAS · break-even · Spend CSV · Spend Allocation (pie + rolling 7/14/28) · Goals (MTD/QTD/YTD + monthly board) · LTV / Acquisition (Pro; SAMPLE on Free) · Email Overview (mailto with period cards). Last-refreshed is always clear. Map: What’s in the desk.

  4. What’s Free vs Pro $39?

    Free: Meta + Google + custom Other, Total ROAS desk, break-even, allocation for Free channels, Email Overview, full SAMPLE preview of Pro. Pro ($39/store/mo): all named channels, Customer LTV (Cash CAC · cohort LTV · LTV:CAC), full-year Goals board. Listing Pricing stays Free until Billing is announced — you’ll hear before anything charges. See Pricing.

  5. How does spend get in?

    Paste or upload CSV on Spend — Free covers Meta, Google, and a custom Other line you name. Pro unlocks TikTok, Microsoft, Amazon, and every other named platform. No ad OAuth required day one. Optional: fill our template with SyncWith-class tools (you pay them). Guide: paste-first spend.

  6. Is Mcfly a Triple Whale alternative?

    We coexist with attribution suites for path decks; Mcfly owns the cash desk so suites become optional Monday software. Flat Free → $39 — not a GMV tax, not a pixel/MTA clone. Frame: Triple Whale alternative. Ritual: Monday Close.

  7. How do I install?

    Install Mcfly Analytics from the Shopify App Store. Steps on Support. There is no “type your .myshopify.com” form on this site.

Custom Data Solutions

Engagement questions.

  1. What are Custom Data Solutions fee bands?

    Fixed-fee bands: Spend & Sales Audit $5–8K, Lead-gen desk $8–15K, Advanced MDS $15–25K. Not hourly bait. Not always-on MMM SaaS. Hub: Custom analytics.

  2. What does a Custom Data Solutions engagement include?

    A scoped SOW, a weekly decision desk, and written metric contracts so operators close spend against outcomes — not an identity graph. Specimen: engagement letter. Inquire from Custom analytics.

  3. Do you do MMM, pixels, or multi-touch attribution?

    No. Neither the Shopify desk nor Custom Data Solutions ships tracking pixels, MTA, path/view-through credit, or “true ROAS.” We measure sales ÷ spend (or outcomes ÷ spend on custom desks). Why: Why pixels fail.

Next

Try the desk.
Or scope a custom build.

Shopify path: install free from Support. Non-Shopify / scoped MDS: Custom Data Solutions.

Install free Sample desk → Desk tabs → Product → Pricing → Custom analytics →