Direct is not a channel. It is a default. When a visit arrives without a referrer and without campaign parameters, the analytics tool has nowhere to file it, so it…

Looker is not really priced for stores our size, and Google does not pretend otherwise. The pricing page lists three platform editions, Standard, Enterprise, and Embed, and every one of…

SegMetrics prices on active contacts, which tells you most of what you need to know about who it was built for. Coaches, course sellers, and lead-gen businesses running long nurture…

Refersion is one of the older names in Shopify affiliate tracking and it still does the core job well. The reason people go looking for alternatives is usually the pricing…

Sisense keeps coming up in searches for e-commerce analytics, and most of the time it should not. It is an embedded analytics platform aimed at software companies putting dashboards inside…

CAC payback period is how many months of gross profit from a customer it takes to earn back what you spent acquiring them. Divide acquisition cost by monthly gross profit…

The number you will hear everywhere is 3:1. For DTC brands in the $1M to $20M range, that benchmark is close to meaningless on its own, because it says nothing…

Lifetime value is the gross profit a customer generates across every order they place, measured over a window you pick in advance. For most Shopify stores the working version is…

For years my analysis workflow had a step in the middle that I never thought about. Question comes up. Open the dashboard. Realize the view I need does not exist.…

Enough attribution vendors have shipped assistant connectors now that it is worth sorting out which ones are real. A connector lets Claude or ChatGPT query your live data directly instead…