Guide·13 min read
Affiliate Attribution Window: Stop Last-Click Disputes
Set the right affiliate attribution window, stop coupon sites from hijacking commissions, and protect top affiliates with a fair attribution rule.
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ARTICLES
Diagnostic·10 min read
Blended ROAS vs Platform ROAS: Stop the Lying Number
Platform ROAS lies structurally. Learn how blended ROAS vs platform ROAS diverge, calculate the overlap ratio, and find your real profitability in 30 minutes.
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Paid Ads·10 min read
First Click vs Last Click Attribution: Budget Impact
First click vs last click attribution assigns credit to opposite funnel ends — the model you pick can silently redirect tens of thousands in ad spend.
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Guide·12 min read
Google Ads Enhanced Conversions Shopify: Stop Losing 20–35%
Set up Google Ads enhanced conversions on Shopify step by step. Recover 20–35% of missed purchases, boost match rates, and feed Smart Bidding better signals.
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Paid Ads·10 min read
Incrementality vs Attribution: Why Your ROAS Lies
Incrementality vs attribution: one measures credit, one measures causality. Learn to calculate incremental ROAS and find out if your ads are actually working.
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Guide·10 min read
iOS Attribution Gap: Recover 30–50% of Hidden Shopify Sales
The iOS attribution gap hides 30–50% of real conversions from your ad dashboards. Fix it with CAPI, blended uplift modeling, and post-purchase surveys.
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Guide·13 min read
Post-Purchase Survey Attribution: Fix Broken Shopify ROAS
Post-purchase survey attribution shows which channels actually drive Shopify buyers—not what Meta claims. Set up in 5 steps and stop wasting ad budget.
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Diagnostic·11 min read
Ad Spend Up Revenue Flat: 4 Root Causes & Fixes
Ad spend up but revenue flat? Diagnose the root cause — saturation, diminishing returns, cannibalization, or attribution mismatch — and fix it fast.
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Guide·6 min read
Shopify Plan Analytics & Attribution: Basic vs Shopify vs Advanced vs Plus (2026)
Side-by-side comparison of analytics reports and attribution features across all four Shopify plans — Basic, Shopify, Advanced, and Plus. Which reports come with which plan and what attribution models you actually get.
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Paid Ads·7 min read
Incrementality Testing for Shopify: Geo-Holdout Without an Analyst
How to run geo-lift incrementality tests on Shopify ad spend without a data team. The simple holdout methodology that tells you if your channels are actually driving incremental revenue.
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Paid Ads·6 min read
MMM vs MTA vs GA4: Which Attribution Model Should Shopify Brands Trust?
Marketing mix modeling, multi-touch attribution, and GA4 each tell different stories about your channel performance. Here's which to use at which stage of growth.
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Guide·8 min read
Shopify Attribution Models Explained: Which Gets Credit for Sales?
Understand how first-click, last-click, linear, time-decay, and data-driven attribution models work for Shopify stores. Pick the right model for your business.
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Strategy·7 min read
How to Measure AI Visibility ROI: Metrics & Attribution
Measure AI visibility ROI with the right metrics, attribution models, and dark-funnel tracking. A step-by-step framework to prove value to stakeholders and report wins.
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Strategy·7 min read
Zero-Click Search and AI: What Marketers Need to Know
AI assistants are accelerating the zero-click search trend. Learn how to adapt your marketing strategy when users get answers without visiting your website.
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