Explore

Every resource founders actually use, in one library.

The essays, videos, podcasts, books and tools behind every answer across eChai's hubs, from starting up to go-to-market, D2C, founder money and AI, each with a note on why it is here.

What founders use most, ranked by how many answers lean on it.

  1. Storyboard18 is a leading Indian ad-industry publication, and this covers a homegrown tool feeding verified Indian checkout... Storyboard18 Article · D2C GoKwik Launches Kwik Ads to Boost D2C Performance Marketing Storyboard18
  2. Walks through the exact formula a founder needs to compute their own break-even number before comparing it to anyone else's... Triple Whale Article · D2C Breakeven ROAS: Definition, Formula & Why It's Essential Triple Whale
  3. Taylor Holiday's agency is the most quoted voice in DTC for reframing ROAS around profit, useful pushback against chasing a... Common Thread Collective Article · D2C Why ROAS Is a Terrible Ecommerce Metric + 3 That Actually Matter Common Thread Collective
  4. Straight from Meta: the ground truth on how the number a founder stares at every day is computed, and where it can be soft. Meta Business Help Center Article · D2C Purchases ROAS (Return on Ad Spend) Meta
  5. Explains precisely why the number a founder sees on Meta's own dashboard is not the number that should decide whether ads are... Polar Analytics Article · D2C Why Your ROAS Is Wrong: The Hidden Gaps in Shopify Attribution Polar Analytics
  6. A sharp, practitioner-written essay that takes the margin argument a level deeper than most agency blog posts: down to the SKU. Jordan Glickman Essay · D2C What Contribution Margin by SKU Reveals That ROAS Hides Jordan Glickman
  7. Cleanly separates 'break-even ROAS' from 'target ROAS,' a distinction most benchmark posts skip straight past. Eightx Article · D2C What is ROAS? The definition, formula, and the break-even number your margin demands Eightx
  8. The fastest way to go from 'what should my ROAS be' to an actual number specific to your own products and margins. Eightx Tool · D2C Break-Even ROAS Calculator Eightx
  9. Explains the mechanism behind why 'your Meta ROAS' and 'your real ROAS' are two different numbers, and how to measure the gap... Haus Article · D2C Understanding Meta incrementality testing Haus
  10. A weekly gut check on what is actually working on Meta right now, from someone who has managed real ad budgets rather than... Nik Sharma / Sharma Brands Newsletter · D2C Nik Sharma's DTC newsletter Nik Sharma
  11. Taylor Holiday's team built a forecasting framework across 1,000-plus brands; this podcast is where they think out loud about... Common Thread Collective Podcast · D2C Ecommerce Playbook Podcast Common Thread Collective
  12. For a founder who wants to go past a blog post, this is a structured, paid course built specifically around scaling with... CXL Institute Course · D2C Advanced Meta Ads Course CXL Institute
  13. Copy, paste your own numbers, done. The fastest route from reading about break-even ROAS to actually knowing yours. Adfix Template · D2C Free ROAS and PPC Profit Calculator (Google Sheets) Adfix
  14. A full-length treatment of the profitability lens, LTV, margin, financial systems, that a single benchmark number can never... Amazon Book · D2C Ecommerce Evolved: The Essential Playbook To Build, Grow & Scale A Successful Ecommerce Business Tanner Larsson
  15. Shopify's own India edition, written for the same Indian-market context this question sits in, from a platform that sees ROAS... Shopify India Article · D2C How to Increase Return on Ad Spend (ROAS) in 2025 Shopify India
  16. Straight from the platform that generates the number: how Meta actually calculates and optimizes the ROAS bid goal inside Ads... Meta Business Help Center Article · D2C About ROAS Goal Meta
  17. The official breakdown of quality ranking, engagement rate ranking, and conversion rate ranking, the three diagnostics that... Meta Business Help Center Article · D2C About Ad Relevance Diagnostics Meta
  18. Explains what actually drags CTR down before you blame the hook: Meta scores perceived ad quality (withheld information,... Meta Business Help Center Article · D2C About Quality Ranking Meta
  19. The primary source definition of every video metric Ads Manager reports, so when you build a hold rate calculation you are... Meta Business Help Center Article · D2C About Video Ad Metrics on Facebook and Instagram Meta
  20. The clearest global articulation of the exact chain logic in our short answer: it walks through diagnosing which metric broke... Search Engine Land Article · D2C How to Read Meta Ads Metrics Like a System, Not a Scoreboard Akvile DeFazio
  21. Real cross industry benchmark ranges (median CTR near 2.2%, CPM near 14 dollars, up sharply year over year) with the caveat... 27Five Report · D2C Meta Ads Benchmarks for eCommerce (Facebook Ads): ROAS, CPC, CPM and CPA by Industry 27Five
  22. The best explanation available of why blended MER, not campaign level ROAS, should decide whether you scale, with the actual... Common Thread Collective Article · D2C Marketing Efficiency Ratio: How to Find Your Ideal Ad Spend Common Thread Collective
  23. The most concrete, numbers first explanation of hold rate we found: the formula, benchmark bands, and a decision tree for what... Heylect Article · D2C Hold Rate Formula: Calculate % + Benchmarks Heylect
  24. Video · D2C These Facebook Ad METRICS Matter (Track Them This Way) Ben Heath

Show the next 24

The hubs

Starting Up Find an idea, validate it, build, and land your first customers. 1046 questions GTM Go-to-market, from breaking in to how the best teams do it. 352 questions D2C Building a direct-to-consumer brand, India-first. 482 questions Wealth Paying yourself, ESOPs, secondaries, and de-risking founder wealth. 154 questions How Founders Use AI How founders actually put AI to work, mapped topic by topic. 278 questions Glossary Plain-language definitions of the startup and VC terms you'll hit. 390 terms
eChai Partner Brands The partnership →