Blog
Insights on e-commerce analytics, tracking, and marketing attribution.
Customer Lifetime Value, Without the Myths: Cohorts, CAC Payback and What a Customer Is Really Worth
LTV is the most misquoted number in e-commerce. How cohort tables actually work, what real repeat-purchase data says, and how to compute what you can afford to pay per customer.
POAS: The Metric That Tells You If Your Ads Actually Make Money
ROAS measures revenue, not profit. POAS divides real profit by ad spend, so break-even is always 1.0. What it is, why it matters in 2026, and how to use it.
Meta CAPI Gateway: What It Is and When to Use It
Meta's no-code Conversions API option explained: how the Gateway works, what it costs, its browser-only blind spot, and when direct CAPI wins.
How View-Through Conversions Inflate ROAS
Meta counts people who saw your ad and never clicked. Where view-through hides in Meta and Google reports, and how to measure without it.
Northbeam Alternatives in 2026
Compare the 10 best Northbeam alternatives for e-commerce attribution. Honest pricing, minimum ad spend, platform support, and who each tool actually fits.
Blended ROAS and MER, Explained
What blended ROAS and MER are, how to calculate them, why they survive the attribution crisis, and how to set a target from your margin. With a free calculator.
How to Detect and Block Bot Traffic in GA4
GA4 showed 30,000 visits. Search Console showed 30. The gap was bots. How to spot fake traffic in GA4 and block it with Cloudflare before it skews your reports.
Ecommerce Attribution: The Complete Guide
What ecommerce attribution is, why pixel-based tracking breaks, how Google and Meta count differently, and why order-based attribution gives one number you can defend.
Server-Side Tracking vs Order-Based Attribution
Server-side tracking fixes the data your browser pixel loses. It is still an estimate. What CAPI and fingerprinting solve, what they don't, and where order-based attribution differs.
Meta CAPI in Server-Side GTM: Three Setups Compared
Three ways to deliver Meta Conversions API events alongside sGTM in 2026 (custom HTTP tag, partner plugin, order-based capture), with trade-offs, costs, and where each fits.
How Meta, Google, and Enalitica Count Conversions
Meta, Google, and Enalitica count conversions differently. Same orders, three ROAS numbers. Here is why and which to trust for spend decisions.
Triple Whale Alternatives in 2026
Compare the 10 best Triple Whale alternatives for e-commerce attribution. Side-by-side features, pricing, platform support, and GDPR compliance.
Meta Conversions API (CAPI): The Complete E-Commerce Guide
Learn what Meta CAPI is, how it differs from the Pixel, and how to set it up for your e-commerce store. Covers deduplication, EMQ, privacy and common mistakes.
Linear Attribution for E-commerce
Learn what linear attribution is, how it splits credit equally, why Google removed it, and how order-based attribution gives you accurate multi-touch data.
First-Touch Attribution for E-commerce
Learn what first-touch attribution is, when it works, where it fails, and how order-based attribution gives you accurate first-touch data per order.
Last-Touch Attribution for E-commerce
Learn what last-touch attribution is, why ad platforms default to it, where it misleads, and how order-based attribution reveals the full story behind every sale.
Multi-Touch Attribution for E-commerce
Learn how multi-touch attribution models work, why traditional tracking is breaking, and how order-based attribution gives e-commerce stores the full picture.
GCLID vs GBRAID vs WBRAID Explained
Google Ads now uses three different click IDs. Learn what gclid, gbraid, and wbraid are, how they differ, and why capturing all three matters for attribution.
Ad Attribution by Country in 2026
Cookie consent laws vary by country. See exactly how much ad attribution data you keep in each market, from near-100% in the US to under 40% in France.
How to Capture GCLID & FBCLID in WooCommerce
WooCommerce doesn't save Click IDs by default. Learn three methods to capture GCLID/FBCLID for order-level attribution, with GDPR compliance guidance.