About Ripplux

Why we built this

Every Shopify merchant running paid ads stares at the same lie. Meta says ROAS is 3.4x. Google says 4.1x. The bank account says neither. The gap between platform-reported numbers and reality is an estimated 30–50% for most stores, and none of the big marketing-analytics tools fix it. They show you dashboards built on the same inflated numbers.

The reason is structural. Meta's attribution engine counts a sale if the user saw an ad within 7 days (plus a 1-day view window). Google's engine counts the same sale if the user clicked a Google ad within the attribution window. Neither platform deduplicates against the other. On top of that, brand-search campaigns claim credit for customers who were going to buy anyway, and creatives that peaked weeks ago continue spending at premium rates.

Enterprise brands solve this with incrementality platforms like Haus and Measured, which are reported to cost roughly $24,000 to $36,000 per year. Most Shopify merchants can't justify that spend. Ripplux exists because the same statistical methodology (two-proportion z-test holdout experiments) should be accessible at $149 per month, not $3,000.

What Ripplux does

Three engines run against every audit:

• Cannibalization detection: cross-references Shopify customer journeys with paid attribution to flag orders where a customer previously converted organically. These are paid conversions that would have happened anyway.
• Creative fatigue analysis: daily CTR trajectories per creative; flags 20%+ peak-decline sustained over 7+ days; quantifies waste using efficiency-delta method.
• Channel overlap measurement: matches Shopify order IDs against platform conversion claims to identify orders double-counted by Meta + Google attribution.

Every finding is labeled with its confidence level: Estimated (pattern analysis), Tested (incrementality experiment), or Inconclusive (experiment ran but didn't reach significance). No black-box numbers. See the full methodology for each algorithm.

The founder

Rami Omran is the founder and CEO of Ripplux. He built the product after years of watching DTC operators burn budget on ads that weren't incremental, and watching the big attribution tools pretend that problem didn't exist. Ripplux is the first-principles response: build the employee that finds the waste, asks permission, fixes it, and shows the receipt, priced so solo operators can afford it.

You can reach Rami directly at rami@ripplux.com for founding-member conversations, product feedback, or press enquiries.

Integrations

Ripplux connects to the tools Shopify merchants already use via OAuth. Reading your data never changes anything; a campaign changes only when you approve a proposed fix or start an experiment, and every executed action has a receipt.

• Shopify: orders, customers (anonymised), UTM parameters, product metadata
• Meta Ads (Facebook + Instagram): campaigns, ad sets, creatives, daily performance
• Google Ads: campaigns, ad groups, daily performance
• Shopify Billing: subscription billing (payment card data never touches our servers)
• SendGrid: transactional and digest email delivery