Funnel.io is a marketing data hub. It pulls data from more than 600 marketing platforms, normalizes it, and pipes it into your warehouse, BI tool, or spreadsheet. For brands with…

AnyTrack is a conversion tracking and server-side data sync tool. The pitch is good. One tag, attribution across paid platforms, conversion events fed back to Meta, Google, and the rest…

OrderMetrics is one of the older Shopify profit tracking tools. The pitch is straightforward. Pull in ad spend, COGS, shipping, transaction fees, and refunds, and show you your real net…

Measured is one of the more credible names in marketing measurement. It is used by enterprise brands like Paramount, Unilever, Crocs, and Yeti, and the methodology (causal incrementality testing paired…

Most stores spending on brand search are spending too much. Brand search is paid ads on your own brand name. Someone types your brand into Google and you pay for…

I see a lot of frustration with GA4. Some of it is fair. Most of it is misdirected. GA4 isn’t broken. It’s a general-purpose analytics platform built for a wide…

When I take on a new store, the first week isn’t about ads. It’s about getting measurement to a point where decisions in week three aren’t built on garbage. Here’s…

Klaviyo’s revenue numbers are too high. So are Meta’s. So are Google’s. None of them are lying, but all of them are claiming the same orders. If you’ve ever wondered…

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…