The Ecomm Analyst

Growing stores, one honest take at a time.

Category: Uncategorized

  • Hyros alternatives for cleaner attribution

    Hyros has built a reputation for accurate attribution on paid ads, particularly Facebook and Google. The pitch usually goes something like this. Your ad platforms are lying about what’s working.…

  • Northbeam alternatives worth looking at

    Northbeam built its name around multi-touch attribution and marketing mix modeling for bigger DTC brands. The methodology is sound and the product gets used by some well-known names in the…

  • My Morning Attribution Routine

    I open ThoughtMetric before I open Shopify. This bothers some operators when I tell them. Shopify is the source of truth for revenue. Why look at attribution first? Because Shopify…

  • Why GA4 and Shopify Disagree About Your Revenue

    Every operator I work with has hit this. GA4 shows last month’s revenue at $84k. Shopify shows $91k. The two systems are looking at the same store, the same orders,…

  • Running Post-Purchase Surveys That Actually Tell You Something

    Most DTC stores I audit either don’t run a post-purchase survey or run one that asks too much. The common version is a multi-question form that loads after checkout, asks…

  • Why I Stopped Looking at Channel-Level CAC

    Channel CAC is a number I used to put on every monthly report. Meta CAC at $42. Google CAC at $28. TikTok CAC at $51. Tidy. Easy to talk about.…

  • Reading Meta’s Revenue Against Shopify

    Most operators I work with have run into this. Meta Ads Manager says the campaign drove $48k last month. Shopify says the store did $52k total across all channels. Even…

  • The Number Most DTC Operators Aren’t Watching

    New customer rate. Defined as new customers divided by total customers in a period. I rarely see this on operator dashboards and I think it’s the most important number for…

  • Measuring Influencer Sales Beyond the Discount Code

    The standard way DTC brands measure influencer ROI is with a discount code. Creator gets a unique code, the brand counts uses, divides cost by orders, calls it done. This…

  • View-Through Conversions Are Mostly Noise

    Meta and TikTok both default to counting view-through conversions in their attribution. This means a customer who scrolled past your ad without clicking, then bought within 24 hours, gets credited…

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About

Six years in e-commerce. Three Shopify stores across different niches, one scaled past seven figures. I’ve tested hundreds of ad creatives, obsessed over email flows, and learned more from my failures than my wins.

Now I focus on conversion optimization, retention marketing, and the analytics behind it all. This blog is where I share what actually works, backed by real numbers. No fluff, no guru energy.