Attribution

Problem-Explainers

Blended MER vs Acquisition MER: The Split Most Agencies Skip

Blended MER hides whether new-customer acquisition is actually working. Here's why acquisition MER is the number that should drive scaling decisions, with a worked example.

Google Ads

Why Google Ads Revenue Doesn't Match Your Shopify Numbers

Google Ads reports one revenue number, Shopify reports another. Here's why they diverge and which one to trust for decisions.

Strategy

Branded Search Is Inflating Your ROAS, Here's How to Check

A big chunk of your Google Ads ROAS might just be customers who were going to buy anyway. Here's how to isolate branded search performance.

Problem-Explainers

Incrementality Testing: Is Your Ad Spend Actually Adding Revenue

Platform metrics can't tell you what would have happened without the ad. Here's how incrementality testing answers that, and why it matters.

Google Ads

Google Ads vs Facebook Ads: Which Delivers Better ROI?

Google Ads vs Meta Ads ROI compared for D2C brands in 2026 - CPC, ROAS benchmarks, and which platform to prioritize by business stage.

Meta Ads

Your Best Campaign Might Just Be Catching Demand You Already Created

High-ROAS catalog and retargeting campaigns often sit closest to conversion and take credit for demand generated elsewhere.

Google Ads

GA4 Attribution for Fashion D2C Brands: What the 2026 Changes Mean for Your Ad Budget

GA4's attribution model keeps shifting and fashion brands keep misreading it. Here's what changed in 2026, and how to set up attribution that actually reflects your funnel.