Mostly through deterministic matching, which means tying sessions together using something the customer supplies directly, usually an email address at checkout. Everything before that identification point gets stitched with first-party…

No, not for most stores. If you are running a single Shopify store somewhere between $1M and $20M in revenue, a data warehouse will add cost and engineering time without…

This pairing confuses people because both tools show you revenue next to ad spend, and from a screenshot they can look like they do the same thing. They do not.…

These two get shortlisted together often enough that it is worth pulling apart, because they sit at different points in the same pipeline. One of them is mostly about getting…

This question comes up almost every time I look at a new store’s stack. Google Analytics is already installed and it costs nothing, so why pay for a dedicated attribution…

The number people quote is around 1.4 percent. That comes from Littledata’s Shopify benchmark, which also puts the top twenty percent of stores above roughly 3.2 percent and the top…

Most stores do not have a UTM problem. They have a UTM convention problem. The parameters get added, they just get added five different ways by four different people over…

Direct is not a channel. It is a default. When a visit arrives without a referrer and without campaign parameters, the analytics tool has nowhere to file it, so it…

Looker is not really priced for stores our size, and Google does not pretend otherwise. The pricing page lists three platform editions, Standard, Enterprise, and Embed, and every one of…

SegMetrics prices on active contacts, which tells you most of what you need to know about who it was built for. Coaches, course sellers, and lead-gen businesses running long nurture…