Black Friday is November 27 this year. That leaves about seven weeks, which is just enough time to find out whether ChatGPT ads deserve a place in your holiday budget.…

The list of tools that can measure ChatGPT ads got a lot longer this week. On October 5, OpenAI announced an expanded measurement program that names attribution partners for conversion…

Every brand knows how much it sold over Black Friday by Tuesday morning. Far fewer know whether the weekend worked, because revenue is the least useful way to judge it.…

During Black Friday week I stop caring about most of the reports I read the rest of the year. What I want is one screen I can check at 9am,…

Every December, plenty of brands look at their new-customer numbers and feel good. New-customer orders are up, new-customer CAC looks reasonable given how expensive attention gets, and the channels that…

Measure how long your purchase cycle actually is, make sure your attribution window is longer than that, and give the first touch more weight than a default model would. When…

Apparel has a measurement problem most categories do not. A meaningful share of orders come back, return rates differ across channels and products, and refunds land weeks after the order.…

Yes, with an important limit. Attribution tools can pull your YouTube spend from Google Ads and track people who click a YouTube ad through to your store, so the click…

Attribuly and ThoughtMetric both sell multi-touch attribution to Shopify brands, but they are becoming different products. Attribuly has been building around retention: recovering abandoned carts in Klaviyo and similar email…

ThoughtMetric and Lebesgue both show up on Shopify brands’ shortlists, but they start from opposite ends. Lebesgue is an analytics and advice layer, which it markets as an AI CMO,…