I had a client last year whose Meta ads looked like they were dying. Last-click revenue was down 40% year over year. The CMO was ready to cut spend in…

I have visibility into channel performance across a few dozen ecommerce stores, ranging from sub-$1M brands to ones doing eight-figure quarterly revenue. Different verticals, different price points, different customer bases.…

Most operators I know spend Monday morning staring at clicks, CPA, and ROAS. The dashboard is built for front-end metrics. The decisions get made off front-end metrics. Then someone asks…

Most bundling decisions start with someone in marketing or merchandising looking at the catalog and saying “these would go well together.” Sometimes they’re right. Often they’re not, and the bundle…

Most analytics dashboards give you absolute numbers. Sessions, add to carts, checkouts started, orders, revenue. They’re useful, but they’re not where the interesting signal lives. The interesting signal is in…

There’s a class of marketing channels that pixels can’t see. Someone hears about you on a podcast. A friend texts them a link. They watch a YouTube review on a…

A few months back I was helping a brand evaluate their Meta creative. They had one ad that was clearly the winner. Inside Ads Manager it was crushing: 4.2 ROAS,…

Ask most operators how their store is doing and you’ll get a single number back. “We did $480K last month, up 12% year over year.” That’s the number on the…

If you’ve been around DTC long enough, the platform debate gets weirdly tribal. Shopify people think Woo is amateur hour. Woo people think Shopify is a walled garden. Magento people…

There’s a moment most operators hit somewhere around year two. You’ve graduated from staring at Shopify’s default analytics. You’ve outgrown Meta Ads Manager’s stock dashboards. You’ve built a few Looker…