The growth infrastructure for premier ecommerce. Security, Signal, Performance, Allocation. Safer. Faster. Smarter.
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ALT Card: Your store converts twice, once in the first afternoon and once over the next two quarters. Only one of those shows up in your dashboard. One population needs a faster site today; the other needs to be remembered for seven months.
ALT Card: Judge day one against the whole curve. Day-one target = target divided by multiplier. Revenue inside 7 days 60% (1.21x day one), 28 days 73% (1.47x), 90 days 86% (1.74x), full curve 100% (2.02x). 25 stores pooled, measured from first visit.
ALT Card: The ad clock stretches into Black Friday; the visit clock does not. Same-week share of checkouts, 21 stores, Q4 2025: October 64% to 65%, Black Friday week 68%, first three weeks of December 69% to 70%, last two weeks of December 62% to 63%.
ALT Card: Inside a store, the slow buyer spends the same as the fast one. Order value in weeks 1 to 12 is 1.0x same-week orders; 22 of 25 stores between 0.95x and 1.15x. Pooled across stores it reads 1.24x, which is category mix, not behavior.
ALT Card: 27% of revenue arrives after every default attribution window has closed. Beyond 7 days: 35% of checkouts, 40% of revenue. Beyond 28 days: 23% and 27%. Beyond 90 days: 12% and 14%. Measured from first visit.
ALT Card: Half your buyers purchase today, the other half arrive over the next year. 50% of 1,214,190 checkouts across 25 stores happen on the first observed day; 65% within a week; 12% past 90 days; 1 in 12 from a visit more than seven months earlier.
ALT Card: Half your buyers purchase today, the other half arrive over the next year. 50% of 1,214,190 checkouts across 25 stores happen on the first observed day; 65% within a week; 12% past 90 days; 1 in 12 from a visit more than seven months earlier.
ALT Card: If you don't choose your bid, Meta will choose it for you. It picks the one bid that spends your entire budget.
ALT Card: If names followed mechanics, Cost per Result Goal would be Average Cost Cap and ROAS Goal would be ROAS Floor.
ALT Card: Your budget or your cap, never both. A cap at or below the $30.61 bid max binds and leaves budget unspent; a cap above it does nothing and the budget decides.
ALT Card: A decade of renames, one machine. 2015 Automatic and Manual, 2017 the Lowest Cost grouping by pacing technique, 2019 Cost Cap, 2026 Target Cost retired and value strategies added.
ALT Card: One budget, one bid max. $30.61 is the only bid that spends a $400 budget in a simulated 1,000-auction day: 672 slots won at $12.26 per expected conversion.
ALT Card: Five labels, one dial. Highest Volume, Bid Cap, Cost per Result Goal, Highest Value, and ROAS Goal all run on one mechanism, a multiplier on your bid. score = p x lambda x bid.
ALT Card: Five labels, one dial. Highest Volume, Bid Cap, Cost per Result Goal, Highest Value, and ROAS Goal all run on one mechanism, a multiplier on your bid. score = p x lambda x bid.
ALT Card: A long-term average says almost nothing about what a shopper is worth right now. MSV moves by store, by week, and by platform.
ALT Card: One rule for paid media, keep Cost Per Action below Marginal Stage Value. At 2x ROAS: $6.92 per engaged visitor, $54.51 per cart, $90.70 per started checkout.
ALT Card: Your attribution window stopped watching. 72 days is the 95th-percentile time to purchase, more than 10x a 7-day click window.
ALT Card: The same visitor is worth 7x more at another store. Marginal Stage Value of an engaged visitor across four stores: $13.84, $6.52, $5.23, $1.88.
ALT Card: Your funnel repriced itself in seven days. Engaged visitor $24.20 to $7.26 (down 70%), built cart $166.71 to $102.45 (down 39%), started checkout $234.11 to $157.09 (down 33%).
