Yes. Snapchat has been a self-serve ad platform for years, and connecting it to an attribution tool is routine. ThoughtMetric, which sponsors this blog, added a Snapchat Ads integration on…

Yes, and the number that do is growing quickly. AppLovin has been pushing into e-commerce advertising since 2024, opened its self-serve Axon Ads Manager by referral in October 2025, and…

Some do, and the list is short because the channel is new. OpenAI started testing ads in ChatGPT with a small group of brands in February 2026 and opened a…

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…