Field notes from Sandra Saltonaite on ecommerce growth, Meta ads, email marketing and the operational details nobody puts in the polished case study.
ReadCurrent field notes
Issue 01 · 2026
The headline numbers were genuinely good—but nearly all of the paid performance came from Meta, the spend ran higher than my usual level, and the promised simplicity comes with very limited control. This is my honest early-access review after leaving the system largely untouched.
Published 22 September 2026Read the full field noteThe rule sounds simple: register where packaging becomes waste. The operational reality is less neat when a supplier ships directly, a platform sits in the middle, and every country asks the question differently. I’m documenting the decisions, dead ends and practical route forward as I work through it.
Research in progressAcquisition gets the attention. Retention reveals whether the promise, product and customer experience actually belong together. These are the small changes I keep returning to when growth starts feeling unnecessarily expensive.
From the archiveWork with me
I don’t advise from a tidy distance. I build, test, troubleshoot and make decisions inside a real ecommerce business—then bring that practical clarity to independent brands that need traction without another agency layer.
Clear campaign structures, creative testing and decisions grounded in what the numbers are actually saying.
Flows and campaigns that feel like the brand, respect the customer and make retention less accidental.
A practical second brain for the questions that sit between marketing, operations and customer experience.
A note from Sandra
“I started this journal because the useful part of the work often disappears between the idea and the polished result.”
I’m Sandra Saltonaite—an ecommerce founder, marketer and independent consultant. Ad & Convert is where I share the problems I’m solving, the systems I’m testing and the lessons worth carrying into the next decision.
Some notes will be tactical. Some will be reflective. All of them come from doing the work.