Resources
Latest Resources
Guide
·Jun 19, 2026
Meta Advantage+ Shopping (ASC) Attribution: Measuring What the Black Box Won't Tell You
Advantage+ Shopping reports a single blended ROAS and hides whether sales are new or incremental. Here is how to measure ASC causally on a Shopify store.
Guide
·Jun 19, 2026
AI Referral Traffic Attribution: Measuring the Sales ChatGPT and Perplexity Drive
AI assistants now send real buyers to Shopify stores, but most of that revenue hides inside Direct and Organic. Here is how to find it and attribute it causally.
Guide
·Jun 17, 2026
Reddit Ads Attribution: Measuring a Channel Last-Click Can't See
Reddit sends buyers in research mode, days before they convert elsewhere - so last-click barely registers it. Here is why Reddit is structurally under-credited, a framework for where its impact actually lands, and how to measure incremental Reddit sales with causal methods.
Guide
·Jun 17, 2026
New-Customer CAC (nCAC): Why Blended CAC Hides Your Real Acquisition Cost
Blended CAC averages new and returning buyers into one flattering number. New-customer CAC (nCAC) isolates what you actually pay to win a first-time customer - and causal attribution is the only way to get it right. Framework, workflow, and a worked euro example inside.
Guide
·Jun 15, 2026
Post-Purchase Survey Attribution: A DTC Guide to Self-Reported Data
Post-purchase survey attribution asks customers how they found you, capturing dark social and discovery that pixels miss. Learn what self-reported data is good for, where it breaks, and how to triangulate it with causal attribution.
Guide
·Jun 15, 2026
Shapley Value Attribution Explained: How It Works and Where It Misleads
Shapley value attribution distributes conversion credit fairly across touchpoints using game theory. Here is exactly how it works, why it is not the same as incrementality, and how to pair it with causal attribution for Shopify and DTC brands.
Guide
·Jun 13, 2026
TikTok Shop Attribution: How to Measure Real Incremental Sales in 2026
TikTok Shop sales get claimed three times over, by TikTok Ads and GMV Max, by creators and affiliates, and by your other channels in Shopify. This guide shows DTC brands how to stop summing inflated numbers and measure the revenue TikTok Shop actually causes.
Guide
·Jun 13, 2026
Performance Max Attribution: How to Measure True PMax Incrementality in 2026
Google Performance Max bundles Search, Shopping, YouTube, Display, Discover and Gmail into one black box and reports a single, self-flattering ROAS. This guide shows DTC and Shopify brands how to see past the platform number, isolate branded search and retargeting, and measure the incremental revenue PMax actually causes.
Attribution
·Jun 6, 2026
Attribution for the Quarter You Already Ran
Attribution for the Quarter You Already Ran. Why this happens, who it hits, and how to get a defensible per-channel causal-attribution view from your GA4 export - €99, 5 to 10 minutes.
Attribution
·Jun 6, 2026
Attribution When Your Pixel Broke Three Months Ago
Attribution When Your Pixel Broke Three Months Ago. Why this happens, who it hits, and how to get a defensible per-channel causal-attribution view from your GA4 export - €99, 5 to 10 minutes.
Attribution
·Jun 6, 2026
Attribution Without a Data Team - the Pragmatic Path
Attribution Without a Data Team - the Pragmatic Path. Why this happens, who it hits, and how to get a defensible per-channel causal-attribution view from your GA4 export - €99, 5 to 10 minutes.
Attribution
·Jun 6, 2026
Attribution Without Engineering Help - the Marketer's Guide
Attribution Without Engineering Help - the Marketer's Guide. Why this happens, who it hits, and how to get a defensible per-channel causal-attribution view from your GA4 export - €99, 5 to 10 minutes.
Attribution
·Jun 6, 2026
An Attribution Proof-of-Concept for €99 - the Fastest Way to Test a Tool
An Attribution Proof-of-Concept for €99 - the Fastest Way to Test a Tool. Why this happens, who it hits, and how to get a defensible per-channel causal-attribution view from your GA4 export - €99, 5 to 10 minutes.
Attribution
·Jun 6, 2026
How to Test an Attribution Tool Without Installing Anything
How to Test an Attribution Tool Without Installing Anything. Why this happens, who it hits, and how to get a defensible per-channel causal-attribution view from your GA4 export - €99, 5 to 10 minutes.
Attribution
·Jun 6, 2026
How Every iOS and Cookie Update Resets Your Attribution Clock
How Every iOS and Cookie Update Resets Your Attribution Clock. Why this happens, who it hits, and how to get a defensible per-channel causal-attribution view from your GA4 export - €99, 5 to 10 minutes.
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