Operators: the chain from ad dollar to register.
Retail-media teardowns, shelf-to-spend attribution, and the distribution math for CPG founders and growth leads moving from DTC to grocery.
5 signs your retail-media budget is being wasted
The diagnostics we run before we touch a single bid. Spend curve, ROAS distribution, NTB rate, and the three lines on the report nobody reads.
By Vino · 8 min read · Jun 2026Measuring blended ROAS across Instacart, Meta, and Google
A working model for connecting retail-media spend to velocity at the shelf, with the confounders most dashboards quietly ignore.
By Vino · 11 min read · May 2026Tracking new-to-brand orders on Instacart without losing your mind
What NTB actually measures, what it doesn't, and the cohort math we run to keep blended ROAS honest.
By Vino · 9 min read · May 2026A retail-media reporting template founder-led CPG brands can actually use
Decisions-first reporting, not slideware. The four numbers we report weekly, and the eighteen we cut.
By Vino · 9 min read · Apr 2026Instacart vs Amazon ads for emerging CPG brands
Margin, attribution, and where each one fits in a 12-month plan. With the spend curve we walk founders through.
By Vino · 10 min read · Apr 2026Improving Instacart ROAS as a founder-led CPG brand
Five operator levers we pull before adding a single dollar of spend.
By Vino · 9 min read · Mar 2026