The first thing I tell a new client looking at their Meta ads is to stop using the ROAS column as the answer. It’s data. It’s not the answer. Meta’s…

Daasity is one of the more serious tools in e-commerce data, and brands that use it well treat it like a managed warehouse plus a vertical-specific data model. It’s not…

Wicked Reports has a specific worldview. Attribution is about lifetime value, not first-order ROAS, and the platforms that report on the day-of-sale window are systematically misleading you. They’re not wrong,…

Glew is one of the older tools in e-commerce reporting, and it’s still useful for brands that want a single place to see profit, inventory turn, and customer reports without…

Lifetimely (now part of AfterShip) does one thing well. It gives Shopify brands a usable cohort and LTV view without making you build it in a warehouse. The UI is…

Rockerbox is one of the better-engineered attribution platforms in e-commerce. It does proper multi-touch, handles offline channels like TV, podcast, and direct mail, and the data team has more credibility…

UTMs are the boring fix for half of your attribution problems. Nobody wants to write a blog post about them. Nobody wants to read one either. Every time I dig…

It’s 2026 and people are still pretending iOS 14 didn’t happen. Five years on, the privacy changes Apple rolled out in 2021 are baked into how the entire mobile web…

If you’ve ever wondered why your awareness campaigns look like garbage in your reports while your branded search shows a 12x ROAS, last-click is the reason. Shopify defaults to last-click.…

Every ecom operator has had this conversation. You open Ads Manager on a Monday morning, see a 4.2x ROAS, feel pretty good about the weekend. Then you check Shopify. The…