You open Shopify and it says you did $84,000 last week. You open Meta and it claims $61,000 from its campaigns. Google says $28,000. Add the platforms up and they’ve…

I look at a lot of attribution setups on stores in the one to ten million range, and the same handful of mistakes come up again and again. None of…

Cohort curves are one of the most seductive charts in e-commerce analytics, and one of the easiest to over-read. At small scale especially, people pull a cohort report, see a…

Three numbers get used interchangeably in operator conversations, and treating them as the same thing leads to some genuinely bad decisions. Platform ROAS, blended ROAS, and MER measure different things,…

Most brands under a few million in revenue do not have anyone whose job is measurement. The founder is doing it at night, or a generalist marketer is squeezing it…

Decile is a customer intelligence platform for mid-market e-commerce brands. It starts from your actual transaction data, enriches it with hundreds of demographic and psychographic attributes, and turns that into…

Haus is an incrementality platform built around geo experiments. Instead of trusting platform-reported ROAS or last-click attribution, it splits regions into test and control groups, runs holdouts using synthetic controls…

Prescient AI is a marketing mix modeling platform that has made a lot of noise by rebuilding MMM for the daily-decision era. The pitch is that traditional MMM was slow,…

Tydo started as a clean analytics dashboard for DTC brands and has spent the last couple of years moving upmarket into AI customer intelligence. The current product unifies Shopify, Amazon,…

TrueROAS is a Shopify ad attribution app built by a founder in Sweden who, by his own telling, coded the original tracking algorithm in a basement to solve his own…