Attribution & Measurement
Why Chasing Revenue Growth Without Profit Can Hurt Your Business
Revenue is the number everyone celebrates: it climbs on the dashboard, it looks good in a board update, and it makes growth feel like…
How to Analyze Website Data to Improve Marketing Performance
Most ecommerce teams have no shortage of website data. What they lack is a method for turning it into decisions. Dashboards fill up with…
How to Prioritise CRO Fixes by Revenue Impact
Every conversion rate optimisation audit produces the same problem: a long list of things that could be improved and no obvious way to decide…
How to Set Realistic Ecommerce Growth Targets Using CAC, LTV and Margin
“Grow revenue 30% this year” is the kind of target that sounds decisive in a planning meeting and falls apart the moment someone asks…
Funnel Analysis for Ecommerce: How to Find Where You’re Losing Customers
Every ecommerce store loses the vast majority of its visitors before they ever complete a purchase — that’s simply the nature of the funnel.…
How to Optimize Meta & Google Ads for First-Time Buyers Using First-Party Data and Signal Engineering
Most ecommerce brands feed Meta and Google Ads a single “Purchase” event and assume that’s sufficient signal to acquire more customers — but a…
How to Fix Common Google Merchant Center Feed Errors
Few things stall a Google Shopping campaign faster than a batch of disapproved products sitting in Merchant Center with cryptic error messages attached —…
How to Use Post-Purchase Data to Improve Meta and Google Ads
Most ecommerce brands treat the sale as the finish line for their ad tracking, feeding platforms nothing more than a generic “Purchase” event and…
Meta Pixel vs Conversions API: Do You Need Both?
If you’ve set up the Meta Pixel and wondered whether the Conversions API is a redundant extra step or a genuinely necessary addition, you’re…
How Does Web Analytics Help You Understand the Customer Journey?
Most ecommerce dashboards report traffic, conversion rate, and revenue as if they were separate stories, when in reality they’re fragments of a single connected…
