GMD Paid Media
Growth you can attribute. Full-funnel buying on Meta, Google and TikTok, optimised to incremental revenue — not the last-click credit platforms award themselves.
Performance marketing + GMD 360 · Shopify · EU & UK
Your ROAS looks great — that's exactly the problem
Most Shopify brands scale on ROAS: the most flattering, most misleading number in the account. GM Digital runs your paid media against store truth — blended MER and what it really costs to win a new customer — and gives you GMD 360, our AI-powered reporting platform, built on store truth.
GMD 360 · Overview
Last 28 days
Revenue
€128,400
▲ +12.4%
Blended ROAS
3.84×
▲ +0.31
MER
4.10×
▲ +6.0%
Revenue — dailyStore truth
Source: Shopify · GA4 · reconciled in warehouse
11yrs
Across agency & in-house
€270k+/mo
Ad budget managed
5
Markets: BG · RO · UK · DE · US
2–5yrs
How long clients stay
Clients
Brands we work with.
Some of the brands we work with — trusting us with the spend and the scoreboard, for years, not campaigns.
Across e-commerce, retail and services — in Bulgaria and beyond.
What we do
The best of agency and in-house — small by design.
Four disciplines, one feedback loop. The people you meet are the people on your account — we sit inside your business, not beside it, and decide against store truth, not platform-reported fiction.
Attribution & Measurement
Our own warehouse — BigQuery + dbt — with multi-touch, Markov and marketing-mix models that reconcile platform claims against store truth.
Creative Analytics
Know which three seconds sell — and which ad to cut before it drains spend. Hook-rate, hold and CTR by creative.
UX & CRO Audits
Turn checkout and PDP friction into found revenue. Baymard-grounded audits, prioritised by impact, not opinion.
Why we don't optimise to ROAS
The number you trust most is the one lying to you
ROAS counts platform-claimed revenue and ignores whether a sale was new or repeat, cheap or expensive to win — so you can grow revenue while your profit shrinks. Meta and Google both claim the same order; GA4 misses the paid orders it can't see.
Here's a better approach: we reconcile every platform against Shopify and optimise to two numbers instead — MER (total revenue ÷ total ad spend, the blended truth) and new-customer CAC (what it actually costs to win a customer who wasn't coming back anyway).
Same 28 days · one brandIllustrative
Each platform takes full credit, so the numbers don't add up. The real figure is the one that reconciles to Shopify.
The visibility gapPartial confidence
GA4 typically tracks ~60–80% of store revenue. The missing slice is disproportionately paid-driven — exactly the orders you're trying to attribute.
Store truthHigh confidence
Once platforms are reconciled to Shopify, ROAS and revenue agree within ~10% — and budget moves are defensible to the board.
What GMD 360 actually shows
One month, counted five different ways
A single Shopify store's month, reconciled. Each layer credits a different revenue number — the ad platforms overclaim, GA4 undercounts, and only your store is ground truth. GMD 360 lines them up and sizes the gap, so a budget call is a decision, not a guess.
Revenue reconciliation
One store · 28 days
Platforms overclaimed 1.95×
Illustrative
| Source | What it reports | Revenue credited | Confidence |
|---|---|---|---|
| Meta Ads | Platform self-reported · 5.6× ROAS | €22,800 | Self-reported |
| Google Ads | Platform self-reported · 14.24× ROAS ¹ | €15,660 | Self-reported |
| Both platforms, summed — the same orders, counted twice | €38,460 | ||
| GA4 | Last-click, browser-tracked | €14,200 | Medium |
| GMD 360 | Markov multi-touch ⓘ | €19,100 | High |
| Shopify | Store truth · 3.8× blended MER | €19,715 | Ground truth |
Ask this data
“Why did Meta overclaim this month?”
¹ Platform ROAS is self-reported and inflated: Meta and Google each count an order they merely touched as their own, so the same sale is claimed twice. Summed, they credit roughly 2× what the store actually booked. GMD 360 reconciles every platform down to Shopify.
How we work
Measure first. Then scale
We call it the Store-Truth Loop: measurement first, then media, so every euro of scale is a decision, not a guess. Four steps that compound month over month.
01
Diagnose
Audit the account, analytics and store — a full Measurement Diagnostic. Stand up the warehouse and connect GMD 360.
02
Instrument
Build multi-touch, Markov and MMM. Make store truth the scoreboard everyone trusts.
03
Scale
Full-funnel buying on Meta, Google and TikTok, fed by hook-rate creative analytics.
04
Compound
Weekly reviews, CRO from Baymard teardowns, and reinvestment into what's genuinely incremental.
GMD 360
The platform · our USP
GMD 360: one login for every number — and an AI analyst that reads them for you
GMD 360 is our proprietary reporting platform. It unifies GA4, Meta, Google Ads, TikTok, Search Console and Shopify into one store-truth view — every number reconciled — then puts AI on top of your own data.
Live connectors
Attribution models
Creative breakdowns
Funnel & cohorts
Chat your data
Ask GMD 360 a question in plain English; it queries your live numbers and answers in seconds. An analyst on call, without the headcount.
Reports that write themselves
Plain-language summaries of what happened and why, in English or Bulgarian. No more decoding charts.
The next move, not just the metric
GMD 360 surfaces AI-recommended actions, so you act on your data instead of staring at it.
Catches what you'd miss
AI flags spend spikes, ROAS drops and emerging winners early — before they cost you.
Every client gets it — no upsell, no extra SaaS bill.
Overview
Executive KPI strip and the spend / revenue / ROAS trend.
Performance
Channels, attribution-model breakdown and email.
Attribution
Platform-claimed ROAS reconciled against store truth.
Creative
Hook rate, hold and CTR by ad — what to cut, what to scale.
Store
Funnel, products, order health, audiences and cohorts.
Tools
Break-even, profit curve, UTM builder, A/B significance.
Unifies
GA4·
Meta·
Google Ads·
TikTok·
Search Console·
Shopify
More than media
One team for the whole growth stack
Growth doesn't stop at ads. Through vetted partners, we also build, migrate and support your Shopify store, and automate the manual work eating your team's time — AI automation included. You brief one team; we coordinate the rest.
Shopify development
Migrate to Shopify, or build and support the store you've got — without managing another vendor.
AI automation
Automate the repetitive ops draining your team, so the hours compound instead of disappearing.
About
Small by design.
GM Digital is a small, senior team with 11 years across agency and in-house — we've sat on both sides of the table, so we run your accounts the way we'd want ours run.
You work directly with the people doing the work — no account managers relaying messages, no seniority theater where you're sold senior expertise and handed a junior. We stay small on purpose, take on few brands, and go deep — which is why clients stay with us for two to five years, not one campaign.
BasedSofia, Bulgaria · serving the EU & UK
FocusShopify e-commerce
MarketsBulgaria · Romania · UK · Germany · US
Experience11 yrs · agency + in-house
StackBigQuery · dbt · GMD 360
M
Milen Dimitrov
Co-founder · Strategy & Analysis
G
Georgi Georgiev
Co-founder · Client Services
Y
Yavor Rumenov
Performance Manager · Execution
Baymard Certified — UX Professional
Milen is a Baymard-certified UX professional. Every CRO and checkout audit we run is grounded in Baymard's large-scale e-commerce usability research — evidence, not opinion.
FAQ
The questions we get first.
We already have an agency or in-house team — why you?
We don't replace your team unless you want us to — we install the measurement layer most setups are missing, then run or advise the media on top. Often we're the first to tell you which of your channels is actually incremental.
How do I know your "store truth" numbers are right?
They reconcile to Shopify — the same figure your bank sees. Every platform claim is lined up against store revenue in the warehouse, agreeing within ~10%. If it doesn't reconcile, we don't report it.
Can you help with our Shopify store or automations too?
Yes. Through vetted partners we handle Shopify builds, migrations and support, plus AI automation of manual processes — with us as your single point of contact.
Do you need access to our data warehouse?
We build one for you — BigQuery + dbt — or work inside yours. Either way, you own the warehouse and the models; nothing is locked to us.
Is there a minimum ad budget?
We work best with established brands already investing meaningfully in paid media, where proper measurement starts to pay for itself. Not sure whether you're a fit? Just ask — we'll tell you straight.
How do you charge?
A monthly retainer scoped to your spend and the measurement stack we run — no percentage-of-spend incentive to inflate budgets, and no long lock-ins.
Which platforms do you run?
Meta, Google and TikTok for media, full-funnel. For measurement we connect GA4, Search Console and Shopify, and reconcile everything in the warehouse.
What does onboarding look like?
Diagnosis and warehouse setup in the first two to three weeks, then scaling from week four. We measure before we spend.
Book a call
Let's see what your numbers really say
A 30-minute call. We'll look at your account and your store, and show you where your reported ROAS and your real ROAS diverge — and what GMD 360 would surface on day one. No deck, no pressure.