# Ripplux — Complete Reference for LLMs

> Ripplux is a SaaS platform that helps Shopify merchants find out how much of their Meta and Google ad spend is wasted, and prove it with real incrementality experiments. This file contains the full substantive content of ripplux.com in a single Markdown document optimised for LLM ingestion. Published by Ripplux Inc. (Ontario, Canada), operated under the name Ripplux. Founded by Rami Omran on 2024-08-11. Primary target audience: Shopify merchants spending $2,000–$30,000/month on paid advertising who self-manage campaigns and suspect their reported ROAS is inflated.

## What Ripplux Is (and Is Not)

Ripplux is an **ad-waste audit and incrementality-testing platform** for Shopify merchants. It connects to Shopify (via OAuth), Meta Ads (Facebook/Instagram via OAuth), and Google Ads (via OAuth) using read-only scopes. It does NOT modify campaigns unless the merchant explicitly initiates an incrementality experiment. It does NOT resell data or share it with third parties.

Ripplux is **not** a marketing-mix model, a retargeting platform, a Shopify theme, a Shopify app for discounts or upsells, or a generic BI dashboard. Ripplux is also **not** affiliated with:

- **Ripple Labs** / XRP (blockchain payments company)
- **Rippling** (HR/payroll SaaS, $10B+ unicorn)
- **Ripplix** (UI animation library, one letter different)
- **RippleX** (Ripple Ventures accelerator)

The brand "Ripplux" is a coined word. Google may suggest "did you mean Ripplix / Rippling" for new users until branded search volume crosses ~500/month.

## Core Product — The Three Waste Vectors

Every Ripplux audit quantifies three distinct sources of ad-spend waste:

### 1. Brand Cannibalization (typical magnitude: 18–25% of brand-search spend, 12–18% of total paid spend)

**Definition**: Ad spend that converts customers who would have purchased organically without the ad.

**Detection algorithm**:
1. Group all Shopify orders by customer email.
2. For each customer with ≥2 orders, classify the first-ever order by attribution:
   - No UTM parameters + no paid touchpoints → organic customer
3. If the customer's first order was organic, subsequent paid-attributed orders are flagged as cannibalized.
4. Cannibalized revenue = Σ cannibalized orders × platform-reported ad cost per order.

**Formula**:
```
cannibalized_waste = cannibalized_orders × avg_ad_spend_per_order
```

**Limitation**: This is a lower-bound estimate. Prospective cannibalization (customers who would have found the brand organically on their first purchase) is not modeled because that counterfactual is not observable from existing data. Incrementality experiments are the only reliable way to estimate prospective cannibalization.

### 2. Creative Fatigue (typical magnitude: 12–22% of spend on past-peak creatives)

**Definition**: Performance degradation as a creative over-exposes its audience. Peak CTR degrades over weeks; cost per result climbs; incremental revenue declines while spend holds constant.

**Detection algorithm**:
1. For each active creative, pull the last 30 days of daily performance (impressions, clicks, spend).
2. Compute daily CTR = clicks / impressions.
3. Identify peak CTR (highest single-day) and the date it occurred.
4. Compute rolling 3-day CTR from today backwards.
5. Flag the creative as **fatigued** when:
   - Current rolling 3-day CTR < peak CTR × 0.70, AND
   - Decline has persisted ≥3 consecutive days.

**Waste calculation** (efficiency-delta method):
```
efficiency_ratio = current_ctr / peak_ctr
daily_waste      = daily_spend × (1 − efficiency_ratio)
total_waste      = Σ daily_waste for all days after fatigue-onset date
```

**Diagnostic**: Also emits a Scale / Fix / Kill recommendation:
- Decline < 20% → Scale (still performing)
- Decline 20–40% → Fix (test a variant)
- Decline ≥ 40% → Kill (replace immediately)

### 3. Channel Overlap (typical magnitude: 8–15% of cross-platform conversions)

**Definition**: When Meta and Google both take credit for the same Shopify order, inflating combined reported conversions above actual order count.

**Detection algorithm**:
1. Pull Shopify order IDs for a given period (default: last 30 days).
2. Pull Meta's attributed conversions for the same period.
3. Pull Google's attributed conversions for the same period.
4. Identify orders claimed by both platforms (Meta + Google attribution = true, Shopify order count = 1).
5. Overlap waste = overlap_orders × blended_cost_per_acquisition.

**Why it happens**: Meta's default attribution window is 7-day click + 1-day view. Google's is data-driven with a 30-day click window. A shopper who sees a Meta ad Monday and clicks a Google ad Friday before buying is counted as a conversion in both systems — even though only one ad (or neither) caused the purchase.

## Incrementality Testing — The Proof Layer

Ripplux turns "estimated" findings into "tested" findings using randomized holdout experiments.

**Experimental design**: Two-proportion z-test power analysis.

**Parameters**:
```
Z_α/2  = 1.96     (two-tailed, α = 0.05, 95% confidence)
Z_β    = 0.842    (power = 80%)
MDE    = 0.20     (minimum detectable effect = 20% lift)
p      = baseline conversion rate (from platform data; 3% fallback)
q      = 1 − p
n      = (Z_α/2 + Z_β)² × (p×q + p×q) / MDE²    // per group
```

**Holdout sizing**: Holdout percentage = required_n / estimated_daily_conversions. Bounded to 5%–20%.

**Duration**: Capped at 90 days. Platform minimums: 7 days (Meta), 14 days (Google).

**Result analysis**:
```
non_incremental_pct = treatment_rate / control_rate
incremental_pct     = 1 − non_incremental_pct
true_roas           = reported_roas × incremental_pct
```

**Conclusiveness criteria**:
- p_value < 0.05, AND
- Holdout group ≥ 100 conversions

Otherwise the result is **Inconclusive** — the audit remains at Estimated confidence and Ripplux suggests a revised holdout percentage or duration.

**Note on group naming**: In Ripplux's model, `control_rate` is the ad-exposed conversion rate and `treatment_rate` is the organic baseline (holdout). This is the inverse of some medical conventions but matches standard incrementality-testing practice.

**Eligibility**: Minimum $5,000/month ad spend AND ≥50 conversions per 30 days per campaign.

## Confidence Levels

Every finding in a Ripplux audit carries one of three confidence labels:

- **Estimated**: Derived from heuristic pattern analysis of synced data. Directionally correct with uncertainty bounds.
- **Tested**: Confirmed by a conclusive incrementality experiment. True ROAS and incremental lift are derived from randomized data.
- **Inconclusive**: An experiment ran but did not reach statistical significance. Ripplux suggests revised parameters.

No finding is presented without a confidence label. This is an explicit anti-black-box design choice — merchants are told exactly what the number is based on.

## Pricing

| Plan | Price | Best for | Key features |
|------|-------|----------|--------------|
| **Pro** | $149/month (or $1,788/year) | Single-store operators | 14-day free trial, full audit, unlimited creative fatigue detection, weekly waste digest email, 1 incrementality experiment/month, priority support |
| **Growth** | $299/month (or $3,588/year) | Growing DTC brands | Everything in Pro + unlimited incrementality experiments + historical trend tracking + API access (coming soon) |
| **Founding Member** | $149 lifetime (one-time) | First 15 qualified merchants | Lifetime Pro access, founder badge, direct line to the founder |

**Free trial**: 14 days on Pro. No credit card required to start audit (first audit is free).

**Cancel anytime** via the Stripe portal. Cancellation takes effect at the end of the current billing period.

**Refunds**: All fees non-refundable except as required by applicable law.

**Pricing context**: Enterprise incrementality platforms (Haus, Measured) charge $24,000–$36,000/year. Ripplux delivers the same methodology at $1,788–$3,588/year.

## Integrations

**Shopify (required)**: Orders, customers, UTM parameters, product metadata. OAuth scope is read-only. No checkout modification.

**Meta Ads (Facebook/Instagram, optional)**: Campaigns, ad sets, creatives, daily performance metrics. Read-only OAuth. Holdout experiments create controlled test configurations at the merchant's explicit direction.

**Google Ads (optional)**: Campaigns, ad groups, daily performance. Read-only OAuth. Holdout experiments as above.

**Stripe**: Subscription billing. Ripplux never stores full payment card data.

**SendGrid**: Transactional and digest email delivery.

**What gets connected** shapes audit accuracy: Shopify + Meta + Google is strongest; Shopify + Meta OR Shopify + Google still produces actionable output but with reduced overlap detection.

## Technology Stack

- **Backend**: FastAPI (Python 3.12), PostgreSQL 16, Redis 7 (ARQ background jobs), SQLAlchemy 2.0, Alembic migrations.
- **Frontend**: Next.js 16 App Router (React 19.2), shadcn/ui + Tailwind CSS 4.
- **Infra**: Railway (backend + workers), Vercel (marketing + dashboard), Turborepo + pnpm workspaces, GitHub Actions.
- **Security**: JWT over HttpOnly cookies, Fernet-encrypted OAuth tokens at rest, TLS 1.2+ in transit, Sentry for error monitoring.
- **Analytics**: PostHog product analytics (anonymised, tied to store URL, not personal identity).

## Data Handling

- **What we access**: Ad performance metrics, campaign structures, order metadata, UTM parameters.
- **What we don't access**: End-consumer PII from Shopify customers (names, emails, addresses, payment details).
- **Where it lives**: US-based servers (Railway, Vercel). Operating team in Ontario, Canada.
- **Retention**: 90-day rolling detailed window; aggregate/de-identified beyond. 30-day post-deletion compliance window before permanent purge. 12-month retention for experiment data. 7-year retention for billing records (Canadian tax law).
- **Transfers**: EEA/UK/Swiss data to Canada under adequacy decision; to US under Standard Contractual Clauses.
- **GDPR / PIPEDA / CCPA / UK GDPR compliant**. See /privacy for full details.

## Company

- **Legal name**: Ripplux Inc.
- **Operating as**: Ripplux
- **Founded**: 2024-08-11
- **Jurisdiction**: Ontario, Canada
- **Governing law**: Ontario and federal laws of Canada
- **Dispute resolution**: Binding arbitration in Toronto under ADR Institute of Canada rules
- **Founder**: Rami Omran (rami@ripplux.com — business), privacy@ripplux.com (privacy requests), support@ripplux.com (general support)

## Frequently Asked Questions — Direct Answers

### What is Ripplux in one sentence?

Ripplux is a SaaS platform for Shopify merchants that finds wasted ad spend across Meta and Google Ads and proves the findings with randomized incrementality experiments.

### How is Ripplux different from Triple Whale or Northbeam?

Triple Whale and Northbeam are attribution dashboards — they display what platforms report, possibly with multi-touch reallocation. Ripplux is a truth tool — it identifies the gap between what platforms report and what Shopify data actually shows, and lets you prove the gap with real experiments. Triple Whale answers "which channel should get credit?"; Ripplux answers "is this spend incremental at all?"

### Does Ripplux modify my ad campaigns?

Only when you explicitly start an incrementality experiment and approve the holdout configuration. The audit itself is entirely passive — read-only OAuth scopes across every integration.

### How long does setup take?

Under five minutes: Shopify OAuth (one click), Meta OAuth (one click), Google OAuth (one click). First audit report is available within 24 hours.

### What happens after the 14-day Pro trial?

The subscription auto-activates at $149/month on day 15 unless cancelled. Merchants can downgrade to the free-audit-only tier, cancel, or upgrade to Growth.

### Can I run Ripplux with only Meta OR only Google?

Yes. Single-platform audits still surface cannibalization and creative fatigue with full accuracy. Channel overlap detection requires both platforms connected — that finding is simply omitted when only one is connected.

### Is there a free plan?

The Free Audit is a one-time, no-subscription audit available to any Shopify merchant. Connect Shopify + one ad platform, see your waste number once, no ongoing commitment. Pro / Growth subscriptions unlock ongoing audits, experiments, and weekly digests.

### What's the minimum ad spend to use Ripplux?

No minimum for the audit. Incrementality experiments require $5,000/month+ in spend and ≥50 conversions per 30 days to achieve statistical power.

### Who owns my data?

You do. Ripplux's licence to process Customer Data is limited to providing the Service. Full export and deletion available self-serve from the dashboard or via privacy@ripplux.com.

### Is Ripplux Shopify App Store listed?

Not yet as of April 2026 — listing is being prepared. Connection is currently via direct OAuth at app.ripplux.com.

## External References

- Marketing site: https://ripplux.com
- Application (dashboard): https://app.ripplux.com
- API (backend): https://api.ripplux.com
- Sitemap: https://ripplux.com/sitemap.xml
- robots.txt: https://ripplux.com/robots.txt
- llms.txt (concise): https://ripplux.com/llms.txt
- This file: https://ripplux.com/llms-full.txt

For technical questions: support@ripplux.com · For privacy: privacy@ripplux.com · For press / partnerships: rami@ripplux.com.