Most stores spending on brand search are spending too much. Brand search is paid ads on your own brand name. Someone types your brand into Google and you pay for…

I see a lot of frustration with GA4. Some of it is fair. Most of it is misdirected. GA4 isn’t broken. It’s a general-purpose analytics platform built for a wide…

When I take on a new store, the first week isn’t about ads. It’s about getting measurement to a point where decisions in week three aren’t built on garbage. Here’s…

Klaviyo’s revenue numbers are too high. So are Meta’s. So are Google’s. None of them are lying, but all of them are claiming the same orders. If you’ve ever wondered…

The first thing I tell a new client looking at their Meta ads is to stop using the ROAS column as the answer. It’s data. It’s not the answer. Meta’s…

Daasity is one of the more serious tools in e-commerce data, and brands that use it well treat it like a managed warehouse plus a vertical-specific data model. It’s not…

Wicked Reports has a specific worldview. Attribution is about lifetime value, not first-order ROAS, and the platforms that report on the day-of-sale window are systematically misleading you. They’re not wrong,…

Glew is one of the older tools in e-commerce reporting, and it’s still useful for brands that want a single place to see profit, inventory turn, and customer reports without…

Lifetimely (now part of AfterShip) does one thing well. It gives Shopify brands a usable cohort and LTV view without making you build it in a warehouse. The UI is…

Rockerbox is one of the better-engineered attribution platforms in e-commerce. It does proper multi-touch, handles offline channels like TV, podcast, and direct mail, and the data team has more credibility…