Every attribution argument eventually runs into the same wall. Platform ROAS, blended ROAS, multi-touch models, all of them are trying to assign credit for sales that happened. None of them…

Attribution windows get treated like a high-stakes modeling decision when for most stores they barely move the number that ends up driving budget. Operators will argue 7-day click versus 1-day…

The first-touch versus last-touch debate eats more operator hours than it deserves. People treat it like a deep methodological choice with a right answer, when for most stores it is…

Ask ten operators what their ROAS is and you will get ten confident answers and very little agreement about what the word means. Some are reading the number Meta reports.…

For a few years now every attribution conversation has started with the same eulogy. The pixel got worse, iOS made opt-out the default, third-party cookies finally went, and the clean…

Most attribution problems are not modeling problems. They are plumbing problems. Before you argue about first-touch versus last-touch or whether to buy a measurement tool, it is worth spending one…

You open Shopify and it says you did $84,000 last week. You open Meta and it claims $61,000 from its campaigns. Google says $28,000. Add the platforms up and they’ve…

I look at a lot of attribution setups on stores in the one to ten million range, and the same handful of mistakes come up again and again. None of…

Cohort curves are one of the most seductive charts in e-commerce analytics, and one of the easiest to over-read. At small scale especially, people pull a cohort report, see a…

Three numbers get used interchangeably in operator conversations, and treating them as the same thing leads to some genuinely bad decisions. Platform ROAS, blended ROAS, and MER measure different things,…