# Ripplux > Ripplux is a SaaS platform for Shopify merchants that audits wasted ad spend across Meta and Google Ads, detects brand cannibalization, creative fatigue, and channel overlap, and proves findings with incrementality experiments. Operated by Ripplux Inc. (Ontario, Canada). Founded by Rami Omran in August 2024. Primary audience: direct-to-consumer Shopify merchants spending $2,000–$30,000/month on Meta and Google Ads who suspect their reported ROAS is inflated. The product answers one question: how much of your ad spend is actually working? Platform-reported ROAS systematically overstates return because (1) Meta and Google both take credit for the same conversion (channel overlap, 8–15%), (2) brand-search campaigns claim organic customers (cannibalization, 18–25%), and (3) fatigued creatives continue spending past their effective peak (creative fatigue, 12–22%). Ripplux isolates each waste vector, quantifies it in dollars, and lets the merchant prove the findings with randomized holdout experiments using two-proportion z-test power analysis. Pricing: 14-day free trial on Pro ($149/month). Growth ($299/month) adds unlimited incrementality experiments and historical trend tracking. First 15 founding members pay a single $149 lifetime payment for Pro-equivalent access. Ripplux is NOT: an attribution dashboard, a marketing mix modeler, a retargeting tool, or a Shopify theme. Ripplux is also NOT affiliated with Ripple (the blockchain), Rippling (the HR platform), Ripplix (the UI animation library), or RippleX (the Ripple Ventures accelerator). ## Core concepts - [Methodology — how Ripplux measures ad waste](https://ripplux.com/methodology): Full transparency on the statistical methods — cannibalization detection via first-touch journey analysis, creative fatigue via daily CTR trajectories (30%+ decline flag), conversion leak via funnel drop-off (20%+ stage threshold), incrementality via two-proportion z-test (α=0.05, power=80%, MDE=0.20). - [About Ripplux](https://ripplux.com/about): Entity home for the organization and founder — founding story, mission, team, integrations. - [Pricing](https://ripplux.com/pricing): Pro ($149/mo), Growth ($299/mo), Founding Member (lifetime $149). 14-day Pro trial. Cancel anytime. ## Free tools - [Ad Waste Calculator](https://ripplux.com/tools/ad-waste-calculator): Estimates monthly waste across cannibalization, fatigue, and overlap given Meta spend, Google spend, and industry. - [True ROAS Calculator](https://ripplux.com/tools/true-roas-calculator): Computes true blended ROAS after correcting reported ROAS for known inflation factors. - [Creative Fatigue Checker](https://ripplux.com/tools/creative-fatigue-checker): Given peak CTR, current CTR, and daily spend, returns a Scale / Fix / Kill recommendation with waste dollars. - [Incrementality ROI Calculator](https://ripplux.com/tools/incrementality-roi-calculator): Compares Ripplux annual cost vs enterprise alternatives (Haus, Measured) and projects payback. - [Main calculator (/calculator)](https://ripplux.com/calculator): Comprehensive single-screen version combining all three waste vectors with a true-ROAS output and shareable URL. ## FAQ (answer-first explainers) - [What is true ROAS?](https://ripplux.com/faq/what-is-true-roas): Definition, why reported ROAS is wrong, three inflation sources, worked example (4.0x reported → 2.1x true). - [What is ad cannibalization?](https://ripplux.com/faq/what-is-ad-cannibalization): Definition, detection via first-touch customer-email analysis, typical magnitude for brand-search campaigns. - [How to detect creative fatigue](https://ripplux.com/faq/how-to-detect-creative-fatigue): CTR-trajectory method, 30% peak-decline threshold, 3-day rolling confirmation, efficiency-delta waste formula. - [What is incrementality testing?](https://ripplux.com/faq/what-is-incrementality-testing): Holdout experiment design, two-proportion z-test power analysis, minimum 100 conversions, 7-day Meta / 14-day Google platform floors. - [Why is Meta ROAS different from Shopify?](https://ripplux.com/faq/why-meta-roas-different-from-shopify): Attribution-window mismatch, view-through inflation, browser-vs-server tracking gap, typical 40–60% gap between platform ROAS and true ROAS. ## Blog — in-depth articles - [Your ROAS Is Lying to You](https://ripplux.com/blog/your-roas-is-lying): Manifesto — why platform ROAS is structurally wrong and what to do about it. - [What Nobody Tells You About Your ROAS](https://ripplux.com/blog/what-nobody-tells-you-about-your-roas): The gap between reported and real ROAS explained end-to-end. - [Anatomy of Wasted Ad Spend](https://ripplux.com/blog/anatomy-of-wasted-ad-spend): Worked case study breaking $10k/mo spend into $4.7k of recoverable waste. - [The 29% Problem](https://ripplux.com/blog/the-29-percent-problem): Average creative fatigue waste across DTC Shopify stores. - [Creative Fatigue Is Costing You More Than You Think](https://ripplux.com/blog/creative-fatigue-costing-you-more): How fatigued creatives compound waste daily. - [Brand Cannibalization: The Budget Killer](https://ripplux.com/blog/brand-cannibalization-budget-killer): Why brand search campaigns waste 18–25% of budget. - [Channel Overlap and Double Attribution](https://ripplux.com/blog/channel-overlap-double-attribution): The mechanics of two platforms both claiming one sale. - [Estimated vs Tested — Confidence in Ad-Waste Data](https://ripplux.com/blog/estimated-vs-tested): Why confidence labels matter and when to run an experiment. - [Holdout Experiments for Shopify Merchants](https://ripplux.com/blog/holdout-experiments-shopify-merchants): Practical guide to designing your first incrementality test. - [Triple Whale vs Northbeam vs Ripplux](https://ripplux.com/blog/triple-whale-vs-northbeam-vs-ripplux): Head-to-head on attribution dashboards vs a truth tool. - [Why We Built Ripplux](https://ripplux.com/blog/why-we-built-ripplux): Founding story and the unmet problem. ## Early access - [Founding membership](https://ripplux.com/early-access): First 15 Shopify merchants with $3k+/mo ad spend get lifetime Pro access for a single $149 payment. Auto-qualification via ad-spend range; manual review for smaller stores. ## Operational - [Changelog](https://ripplux.com/changelog): Product release notes. - [System status](https://ripplux.com/status): Service uptime and incident history. - [Privacy](https://ripplux.com/privacy): PIPEDA, GDPR, UK GDPR, CCPA/CPRA compliance statement. - [Terms](https://ripplux.com/terms): Ontario, Canada law. Binding arbitration in Toronto. - [Data deletion](https://ripplux.com/data-deletion): Self-serve, Meta-initiated, or email-driven deletion paths.