The Ecomm Analyst

Growing stores, one honest take at a time.

Category: Uncategorized

  • Running Post-Purchase Surveys That Actually Tell You Something

    Most DTC stores I audit either don’t run a post-purchase survey or run one that asks too much. The common version is a multi-question form that loads after checkout, asks…

  • Why I Stopped Looking at Channel-Level CAC

    Channel CAC is a number I used to put on every monthly report. Meta CAC at $42. Google CAC at $28. TikTok CAC at $51. Tidy. Easy to talk about.…

  • Reading Meta’s Revenue Against Shopify

    Most operators I work with have run into this. Meta Ads Manager says the campaign drove $48k last month. Shopify says the store did $52k total across all channels. Even…

  • The Number Most DTC Operators Aren’t Watching

    New customer rate. Defined as new customers divided by total customers in a period. I rarely see this on operator dashboards and I think it’s the most important number for…

  • Measuring Influencer Sales Beyond the Discount Code

    The standard way DTC brands measure influencer ROI is with a discount code. Creator gets a unique code, the brand counts uses, divides cost by orders, calls it done. This…

  • View-Through Conversions Are Mostly Noise

    Meta and TikTok both default to counting view-through conversions in their attribution. This means a customer who scrolled past your ad without clicking, then bought within 24 hours, gets credited…

  • What Klaviyo Counts as Email Revenue

    Klaviyo’s dashboard tells me the welcome flow drove $12k last month. Useful number. Probably not the number I think it is. Klaviyo attributes revenue using a click window. Default is…

  • Reviews move CVR. UGC mostly doesn’t.

    For a couple of years I lumped reviews and UGC into the same mental bucket. Both were “social proof,” both went on product detail pages, both got pitched to me…

  • Black Friday planning starts in August

    The Black Friday email I see most often, from brands that should know better, lands sometime in the second week of November and reads like it was written that morning.…

  • Influencer attribution is mostly vibes

    Every brand I work with has, at some point, asked me to put a clean number on their influencer program. Most of them don’t like the answer they get. The…

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About

Six years in e-commerce. Three Shopify stores across different niches, one scaled past seven figures. I’ve tested hundreds of ad creatives, obsessed over email flows, and learned more from my failures than my wins.

Now I focus on conversion optimization, retention marketing, and the analytics behind it all. This blog is where I share what actually works, backed by real numbers. No fluff, no guru energy.