Measure what your ads actually cause
Long-form, method-first guides: the formula, a worked ecommerce example, and how to run it on your own data. No fluff, no gated PDFs.
How to Measure Incremental ROAS
Reported ROAS is not incremental ROAS. How to measure the sales your ads actually caused: the formula, a worked Shopify example, the alternative.
Why Your Channels Add Up to More Than 100% of Your Sales
If your channels claim more conversions than you had, you are double-counting. Three signs of attribution overcounting, and how to fix it.
Causal Attribution vs Last-Click vs Multi-Touch
Last-click, multi-touch and causal attribution answer different questions. How each works, where each misleads, and which to trust for budget.
Marketing Mix Modeling, Explained
What marketing mix modeling is, how modern MMM differs from the old consulting model, and why it works after iOS and cookie loss. For DTC brands.
Geo Testing for Marketing Incrementality
Geo holdout tests measure true incrementality, but they are slow, costly and fragile. How geo testing works, its limits, and a faster alternative.
How to Measure Your True ROAS
Your reported ROAS and your true ROAS are rarely the same number. What true ROAS means, why dashboards overstate it, and how to measure it.
Attribution Without a Pixel
Pixels and SDKs broke after iOS and cookie loss. How to measure channel performance with first-party Shopify and GA4 data. No pixel, no project.
Your platforms guess.
We run the math.
Upload a GA4 export and see what each channel caused, next to last-click, in 1–2 minutes. The read is yours to keep.
The free finding runs in your browser. Your file never leaves it. The full read is €99, refundable within 30 days, no questions asked. Prices exclude VAT.
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