Victor orantes

Different dashboards. Same store. I find out which number is lying.

[Victor orantes @victorxshopify]

https://t.co/Oy2suDSir2

[Victor orantes @victorxshopify]

@Gaus450 Both. In the end, the goal is the same. How you make it doesn’t matter.

[Victor orantes @victorxshopify]

@Whiskeyatx Everybody wants results (?) doesn’t matter how (?)

[Victor orantes @victorxshopify]

@MaxbatIe Ads Manager can stay broken.
The real bug is optimizing for clicks.
Meta doesn’t find your ideal customer. It finds people who tap.
Then it parks the ad in their feed and calls it targeting.

[Blake Emal @heyblake]

The quickest way to kill organic reach is turning your feed into an automated product changelog

[Victor orantes @victorxshopify]

People treat ads as the chain.

Ads are just a lever. If product, page, checkout, or retention break, scaling spend doesn’t grow a store. It burns one.

FB ads and Muse don’t fix a weak business. They amplify it.

[Victor orantes @victorxshopify]

Auditing GA4 today and found a case where nearly 90% of traffic was coming from one unexpected country, almost all “Direct,” with ~1s engagement.

This is why traffic quality matters before trusting conversion rates or attribution.

[Victor orantes @victorxshopify]

Nearly 90% of traffic was coming from one unexpected country, and ~99.9% of that traffic was Chrome.

[Victor orantes @victorxshopify]

Yeah but @ChatGPT is getting there too.

If you know how to play.

[Sami | SEO AI @samigrows]

Google processes 8.5 billion searches every single day.

That is 8.5 billion moments where someone wants something.

A product. A service. An answer. A solution.

Every one of those moments is an opportunity for a business to show up.

The ones with good SEO do.

[Victor orantes @victorxshopify]

@JoeydeWit_ You don’t fight the target first. I fight the number underneath it.
If their ROAS goal is built on Meta revenue Shopify can’t confirm, the debate isn’t “2.5x vs 4x.”

It’s “which dashboard are we accountable to.

[Victor orantes @victorxshopify]

@roshanp

[Victor orantes @victorxshopify]

Most “bad ROAS” I see on Shopify isn’t a creative problem. It’s a counting problem.

Meta and Shopify disagree, nobody writes down why, and the account still gets optimized like the number is real.

If purchase counts don’t match, you’re not optimizing.

You’re arguing with a dashboard.

[Victor orantes @victorxshopify]

@bhargav5394 Agree, ROAS isn’t a first-week trick.

Just don’t spend six months optimizing against a number Shopify can’t confirm.

The machine works when the signal is clean enough to learn. Not before.

[Victor orantes @victorxshopify]

The tracking line is the one most hiring tests skip.

“Do you know Shopify?” is easy.
“Can you tell me why Meta revenue and Shopify revenue disagree and which number we should spend against?” is the job.

If they can’t separate a normal attribution gap from a broken pixel, they’ll scale on a dashboard.

[Victor orantes @victorxshopify]

@Shopify

[Victor orantes @victorxshopify]

@BrianEDean Agree on the extreme take.
Zero-click killed a lot of “what is ROAS” traffic. It did not kill “why doesn’t Meta match Shopify.”

That’s a smaller pie.

[Victor orantes @victorxshopify]

@pukarr_uprety

[Google Analytics @googleanalytics]

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[Victor orantes @victorxshopify]

@codyplof #CoupleGoals

[Victor orantes @victorxshopify]

Every new commerce channel creates more reach.
It also creates one more place attribution can get messy….

[Harley Finkelstein @harleyf]

Meta just launched a brand new app. Muse.

Here's what matters if you're a founder: Shopify merchants are already discoverable. If your products are in Shopify Catalog and shipping to the US? You're in.

Muse didn't exist yesterday. Today our merchants can already sell through it.

That's the advantage of building on @Shopify in the agentic era.