Zigpoll is a reasonable place to start with post-purchase surveys. It is quick to install, it handles on-site and exit intent surveys alongside post-purchase, and the free Lite tier gives…

Tableau is a serious analytics platform, and for most stores under $20M that is exactly the problem. It assumes you already have clean, modeled data sitting somewhere and an analyst…

MER stands for marketing efficiency ratio. You calculate it by dividing total revenue by total marketing spend across the same period. If a store did $620,000 in revenue in July…

Blended CAC is total marketing spend divided by the number of new customers acquired in the same period. Every dollar of marketing goes in the numerator, whether or not any…

There is no universal good CAC for e-commerce. A good CAC is any acquisition cost that sits comfortably below the contribution profit a new customer produces, either on the first…

Something I do with every new account, usually in the first week, is take a single month of spend and run it through three attribution models without changing anything else.…

Mostly not, in the sense operators usually mean. Retargeting ROAS is real in that the orders exist and the revenue is genuine. It is misleading in that most of those…

Because they are both telling the truth about a journey they can only see part of. A customer clicked a Meta ad on Tuesday, searched your brand name on Google…

Data driven attribution is a model built by the ad platform from your own conversion paths, which assigns fractional credit to each touchpoint based on patterns it finds in paths…

Short version first. Use last click as your default reporting model, keep one other model available as a cross check, and stop expecting either one to tell you what caused…