ROAC: The Most Valuable Metric You’re Not Tracking
Everyone talks about CAC. Everyone talks about ROAS. But nobody is talking about the one metric that actually matters if you’re serious about monetizing intent.
We call it ROAC — Return on Add-to-Cart.
It’s the missing link in your funnel. And once you see it, you can’t unsee it.
What Is ROAC?
ROAC tells you how much revenue you’re getting from the people who added to cart but didn’t finish the purchase.
These are not random browsers. These are your highest-intent users. They literally raised their hand. They were ready to buy. Then they vanished.
What are you doing about it?
If you’re like 99% of brands, the answer is probably nothing useful.
Where Most Brands Screw This Up
Here’s how a typical Shopify Plus brand looks:
- 100,000 monthly visitors
- 8,000 adds to cart
- 6,400 bounce without buying
That’s 6,400 people who said “yes” but never followed through.
If you’re relying on post-checkout email flows to bring them back, good luck. Those people didn’t give you consent. You’re not allowed to hit them via SMS. And emails are getting 15% open rates on a good day.
So they’re gone. Forever.
What Skismi Does Instead
We flip the script.
At the add-to-cart moment, we ask for consent. Not later. Not after they leave. Right then, when they’re hot.
We don’t bribe with coupons. That’s for discount brands.
We offer them access to something they actually care about — our client’s Founders Club. Early access. Exclusive collections. White-glove support.
Guess what happens?
Over 60% say yes. (Projected)
And now we have permission to follow up via AI-powered SMS that actually drives conversions.
What That Means in Dollars
Let’s say your brand has:
- 8,000 adds to cart
- 5,200 people opt in
- 4,000 of them don’t buy
- 20% of those convert with Skismi
That’s 800 recovered sales
If your AOV is $200, that’s $160,000 in recovered revenue. Every month
All from people who would have otherwise disappeared into the ether.
That’s what ROAC unlocks.
Why This Beats ROAS All Day Long
ROAS is tied to ad spend. ROAC is tied to behavior. You already paid to get these people on your site. Now we help you get paid.
This is pure margin. It’s found money. It’s revenue you’ve been burning until now.
Track It. Own It. Scale It.
We believe every serious brand should be tracking ROAC. It’s the clearest window into how much intent you’re turning into revenue.
And we’re the only platform designed to capture it before it’s gone.
If your cart recovery is just email flows and hope, you’re missing the point.
Let’s fix that.
