This guide walks through the 10 most common ways Shopify revenue gets misassigned and what to do about each one. The goal isn’t perfect attribution (it doesn’t exist). The goal is decision-grade attribution: reliable enough to allocate spend confidently and defend the story in a CFO meeting.
Read MoreSmart marketers know that media planning requires a multivariate perspective to understand impact. In this guide, we break down Digital Marketing Attribution, Incrementality, and Media Mix Modeling (MMM) in plain language and show you how to use them in combination for smarter, more resilient decision-making in 2026.
Read MoreCFOs and CMOs alike have a right to be frustrated when they talk about marketing performance. Marketers are often armed with fragmented dashboards and attribution models that make sense internally but don’t translate cleanly into CFO language: net profit, margin, and ROI.
Read MoreFrom “Foundation Models” to “Prompt Engineering,” here’s your 2025 crash course in the jargon shaping AI and machine learning. A rigorously unscientific update from your friends at Deducive.
Read MoreIf you’re spending thousands or millions of dollars on digital ads, your analytics should be airtight. But in reality, most aren’t.
Read MoreIf your company is spending $1 million or more per year (or even approaching that), you should be able to answer this question: “What percentage of our ad spend is truly working — and what is just noise?”
Read MoreOne prediction from 2024 that didn’t quite come true was Google Chrome’s total blocking of third-party cookies. When this does happen – Google predicts it will be in 2025 – marketing tags such as Google Analytics, Meta Pixel, and Linkedin Insight Tag will be far less effective at measuring user behavior, and it will be much more difficult to attribute the results of media spend.
Read MoreIf you work in association marketing, you don’t have any easy job. Chronically under-resourced, association marketing departments typically require staff to handle everything from email to paid media to event promotion. This leaves little time for thinking about analytics, even though every association wants to build a culture of accountability.
Read MoreThird party cookies are going away. This is going to have a huge impact on advertiser’s ability to target audiences and correctly attribute sales or leads to ad spend. Moving measurement to the server-side, for the time being, counters this by creating cookies in a “first party context,” meaning they are associated with the domain of your site.
Read MoreIn Google Analytics 4, you have to wait 24 hours to get report data. Using BigQuery on the Google Cloud Platform, you can get same-day data easily exported.
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