01
Why Meta, Google and Shopify Never Agree on Revenue
Why the three platforms report different numbers, what each one actually measures, and which figure you should trust for decisions.
Read article →These articles focus on the real measurement problems DTC and e-commerce teams face when Meta, Google, and Shopify disagree — and how to move from platform-reported numbers to evidence-based decisions.
02
ROAS vs CAC vs LTV: Which Metric Should DTC Brands Actually Use?
No single metric is enough. How to use ROAS, CAC, and LTV together — and when each one becomes misleading.
Read article →03
How to Know If Your Facebook Ads Are Actually Incremental
Platform-reported conversions do not prove incrementality. The practical ways to measure true lift from Meta spend.
Read article →04
Why Your CAC Keeps Increasing as You Scale Paid Ads
Rising CAC is often normal economics, not broken ads. How to diagnose the cause and decide what to do next.
Read article →05
How to Decide Where to Put Your Next $10,000 of Marketing Budget
Stop giving the next dollar to the channel with the highest reported ROAS. A clearer framework for marginal allocation.
Read article →06
Marketing Mix Modeling vs Attribution: What’s the Difference?
Attribution and MMM answer different questions. When to use each — and why the strongest teams use both.
Read article →07
Why Last-Click Attribution Can Mislead DTC Brands
Last-click systematically undervalues demand creation and overvalues demand capture. What to use instead.
Read article →08
How to Build a Single Source of Truth for DTC Marketing Data
Start with order data, layer clean cost data, enforce consistent definitions — then every other analysis gets easier.
Read article →09
What to Do When Your Marketing Tracking Is a Mess
Don’t try to fix everything at once. The highest-leverage tracking fixes for DTC brands, in priority order.
Read article →10
How to Measure the True ROI of Your Marketing Channels
True ROI requires incremental revenue, not just attributed revenue. A practical path from platform ROAS to decision-ready numbers.
Read article →Need help turning measurement into better budget decisions?
I help DTC brands move from conflicting platform numbers to clear, incremental insight through MMM, incrementality tests, and decision-ready dashboards.
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