I write these guides from the situations that come up in real Shopify work. The answer is usually less about a fashionable tool and more about choosing a boundary the team can live with.
Check the store before buying more attention
When paid media becomes more expensive, the answer is not always another channel or a larger budget. First check whether the store makes the promise in the advert clear, helps people find the right product, answers the obvious objections, and gives them a straightforward route to checkout.
Look for friction in the useful journeys
Review the landing page, product page, collection page, cart, and post-purchase path on a phone. Look at search terms, product questions, returns, failed payments, and support requests. These details often show where interest is being lost more clearly than a general conversion rate.
Spend when the foundation is ready
Paid media works best when the store can carry the attention it creates. Improve the parts that are making customers hesitate, measure the change, and then decide whether more acquisition spend is justified. Sometimes the right next step is a small theme improvement, better merchandising, or a cleaner integration rather than a new campaign.