About Onda
Scaling is not guesswork. It's math.
Onda is a full-stack performance firm for ecommerce brands. We run paid media, Amazon, email, creative, and analytics as one system, built on Stroud Theory™ and more than fifteen years of operating at scale.
Where the shift happened
A brand can look strong in the platform and still be weak in the business.
Revenue up. Margin thin. ROAS healthy. Growth fragile. Once you see that pattern enough times, you stop treating growth like a collection of tactics.
You start seeing it for what it is: a system, shaped by a few critical inputs and the relationships between them. Onda was built to run that system end to end, with one team accountable for the outcome.
- Ecommerce growth contributed since 2007
- $1B+
- Onda founded
- 2020
- People on the team
- 50+
- Industries with published results
- 8
Stroud Theory™
The inputs that drive every growth equation.
Stroud Theory™ is the proprietary mathematical framework behind how Onda approaches ecommerce growth, built from more than fifteen years of operating, observing, and executing at scale.
- 01
Cost per unique visitor
Traffic efficiency determines how far the budget goes.
- 02
Conversion rate
The percentage of visitors who become customers.
- 03
Average order value
The revenue per transaction.
- 04
Customer lifetime value
How much each customer is worth over time.
- 05
Contribution margin
The real profitability behind every sale.
When these inputs are aligned, growth scales. When they're not, spend increases and performance breaks.
Read the full breakdownHow we work
Based on Stroud Theory. Executed by Onda.
There's no shortage of people with frameworks. The real question is whether those ideas survive execution with real brands, real budgets, and real results.
- 01
Math, not guesswork
Every recommendation traces back to the inputs that drive growth: traffic cost, conversion, order value, lifetime value, and contribution margin.
- 02
Margin over vanity metrics
We make decisions from contribution margin, not platform ROAS. Healthy dashboards don't count if the business isn't.
- 03
One team, accountable
Paid media, email, creative, Amazon, and analytics run as one system with one plan, instead of a stack of vendors pointing at each other.
- 04
Honest about fit
If paid media isn't the right lever for your brand right now, we'll tell you.
Leadership
The operators behind Onda.
Chris Stroud
Founder & Chief Strategy Officer
The mind behind Stroud Theory™. Since 2007, Chris has contributed to more than $1B in ecommerce growth across hundreds of brands. He built Onda around the belief that scaling isn't a collection of lucky wins: it's a model.
Craig Wakefield
President
Lives inside the accounts. Craig watches the numbers most brands never think to look at, and connects them to the moves that actually move revenue.
Leslie Stroud
Co-owner
Co-owns Onda with Chris. Together they're raising five kids and building the company while living internationally and traveling as a family.
A team of 50+, working from everywhere.
Headquartered in Draper, Utah, with strategists, media buyers, creatives, and analysts working alongside brands wherever they are.
Free growth audit
Ready to ride the wave?
Get a free growth audit. We'll show you the structural constraints, creative bottlenecks, and tracking issues holding your growth back, and whether your system is ready to scale.