Tracify is a strong attribution tool with a European center of gravity and a pricing floor that pushes a lot of stores to look around. Here are five alternatives worth…

Polar Analytics has spent the last couple of years moving upmarket, and the price moved with it. What started as an approachable unified dashboard for Shopify brands is now a…

Tool vendors will tell you that you needed their product six months ago. The truth is that a spreadsheet runs a measurement function far longer than anyone selling software wants…

There is one attribution source that survived iOS, the cookie purge, and every pixel degradation of the last few years, and most stores still treat it as an afterthought. It…

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…