Zoho Analytics tends to land in e-commerce stacks sideways. A brand is already paying for Zoho CRM or Zoho Books, Analytics is right there in the suite, and it gets…

Report Toaster is one of the better Shopify reporting apps, and most people looking to replace it are not unhappy with the product. They have either hit a plan tier…

Power BI comes up in DTC conversations for one of two reasons. Somebody already has it bundled with Microsoft 365, or a consultant put it in a deck. It is…

Ecomtrack does one thing and does it cleanly. It tracks the revenue your ads actually drove, compares it to what Facebook claims, and gives you an attribution window you can…

Voluum is a good tracker that was not built for a Shopify store. It came out of affiliate and media buying, and the design assumptions show. You get campaigns, offers,…

Standard ROAS is calculated on revenue, and every ad platform reports it that way. But revenue-based ROAS tells you nothing about whether an order made money, which is why I…

Break-even ROAS is one divided by your contribution margin. If 35 cents of every revenue dollar survives after all variable costs, your break-even ROAS is 1 divided by 0.35, which…

There is no single good ROAS. A 4x return is bad if your contribution margin is 20 percent, and a 1.8x return can be perfectly healthy if your margin is…

No, not in any way you will notice. A single well-built attribution pixel loads asynchronously and adds a trivial amount of work to a page load. The stores I see…

Yes, attribution tools work with Performance Max, but with one limitation you need to understand before you buy anything. They can tell you what PMax drove in total, and they…