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 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 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.
Read MoreWe still see a near complete reliance on last-touch attribution for assessing marketing channel performance and making investment decisions. There are much more effective means for attributing the true source of conversions in 2024.
Read MoreBig changes are afoot in the world of web analytics. Both Apple and Google are taking steps to block third party cookies from web browsers. While this change will be largely invisible to users, it will have a significant impact on publishers and merchants who want to understand how visitors reach their sites — and how well their advertising is working.
Read MoreGet more out of your web analytics without paying $150k
Is your digital advertising working? For the vast majority of ecommerce companies out there, the answer seems simple enough: Facebook and Google are happy to tell you which ads lead to conversions, and the free version of Google Analytics has pretty good attribution modeling tools built in.
Read MoreAs great as Data Studio is, it fails in one key respect: mobile-friendly design. Visualizations you create for desktop view will not scale down to mobile screens. Here’s an easy workaround.
Read MoreCombining Empathy and Data Mining for Better UX
Empathy has rightfully become predicate to good user experience (UX) design. But the means designers use to achieve empathy — such as Personas — fall short of their intended purpose.
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