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Research

23 articles on research, newest first.

Three platforms, three answers, one budget to defend. Your GA4 export already holds the answer, and the first finding is free and never leaves your browser. Get your first finding free

  1. What Happens When Companies Actually Test Their Ads

    eBay, Meta, Uber, Airbnb, P&G, Chase. When large advertisers ran controlled experiments, measured lift came in far below attributed lift. The evidence, with sources.

  2. GDPR Compliant Attribution for European eCommerce

    Cross-market questions for European ecommerce brands, such as whether German campaigns lead to sales in Austria, and why last-click, first-click and linear models do not measure incremental lift.

  3. Causality Engine For Shopify Review

    What Causality Engine does for a Shopify store: it reads a GA4 export in 1 to 2 minutes for €99 once, with no Shopify app, no pixel and no direct Shopify integration.

  4. Causality Engine Review Honest Assessment

    A review of Causality Engine, which reads a GA4 export: where it is strong, where it is weak, and who it is wrong for.

  5. Marketing Budget Allocation Benchmarks Ecommerce

    There's no reliable published channel split for ecommerce marketing budgets. How to set yours from your own GA4 export, Shopify orders and a regional holdout test.

  6. ROAS Benchmarks: Google Ads for Fashion

    What Google Ads ROAS benchmarks can and cannot tell a Shopify fashion brand, what drives ROAS, and how to set a target from your own margins.

  7. ROAS Benchmarks: Meta Ads for Beauty

    How to read ROAS benchmarks for Meta Ads in the beauty sector: platform ROAS versus incremental ROAS, and how Shopify beauty brands can refine ad spend using causal inference.

  8. ROAS Benchmarks: TikTok Ads for Ecommerce

    What TikTok Ads ROAS benchmarks can and cannot tell a Shopify brand, what moves TikTok ROAS, and how causal inference separates caused from claimed.

  9. Hidden Costs Of Wrong Attribution

    Stop guessing your marketing impact. Hidden Costs Of Wrong Attribution reveals the flaws in traditional attribution, showing why causal inference is the only way for Shopify brands to measure true ROI.

  10. Pixel Tracking Accuracy 2026

    Stop guessing your marketing impact. Pixel Tracking Accuracy 2026 reveals the flaws in traditional attribution, showing why causal inference is the only way for Shopify brands to measure true ROI.

  11. Multi Touch Attribution Problems

    This is a deep dive into the limitations of Multi Touch Attribution Problems.

  12. Google Analytics Attribution Limitations

    This is a deep dive into the limitations of Google Analytics Attribution Limitations.

  13. TikTok Attribution Accuracy Review

    This is a deep dive into the limitations of Tiktok Attribution Accuracy Review.

  14. Last Click Attribution Problems

    This is a deep dive into the limitations of Last Click Attribution Problems.

  15. Hyros Review Limitations

    This is a deep dive into the limitations of Hyros Review Limitations.

  16. Triple Whale Review Limitations

    This is a deep dive into the limitations of Triple Whale Review Limitations.

  17. European Ecommerce Benchmarks: A Flawed Perspective

    European ecommerce brands are often guided by regional benchmarks for key metrics like ROAS and CAC. However, these benchmarks are inherently flawed as they are based on correlation-based attribution models and fail to account for the vast diversity of the European market.

  18. Fashion Attribution Benchmarks: The Numbers That Lie

    Fashion brands are obsessed with benchmarks like ROAS and CAC, but these numbers are often dangerously misleading. Based on flawed, correlation-based attribution, they don't reflect true incremental value, leading to poor investment decisions in a hyper-competitive industry.

  19. The True Cost of Bad Marketing Attribution for Beauty Brands

    Bad marketing attribution isn't just a line item on a spreadsheet; it's a silent business killer for beauty brands, leading to millions in wasted ad spend and lost revenue. The true cost is measured in the inability to scale what works and the continued investment in what doesn't.

  20. The Hidden Cost of Inaccurate Attribution for Supplement Brands

    For direct-to-consumer supplement brands, inaccurate marketing attribution is a major hidden cost, leading to significant wasted ad spend and stalled growth. Relying on outdated, correlation-based models means you're likely investing in channels that don't drive real incremental value.

  21. The Cost of Invisibility: Why Attribution Blindness Holds Back Publishing

    Attribution blindness lets budget follow whichever platform claims the most. Compare what Meta, Google and TikTok claim with your Shopify orders, then test the channel you trust least with a regional holdout.

  22. The Uncharted Territory: Exploring Attribution in Defense Marketing

    Marketing attribution is essential for Shopify beauty and fashion brands to accurately identify which advertising channels drive revenue. By tracking every customer interaction across platforms like Google Ads, Meta, TikTok, and email, brands can refine their ad spend and significantly improve the

  23. Lost in Translation: The Hidden Cost of Missing Attribution in Geological Research

    Marketing attribution is essential for Shopify beauty and fashion brands to accurately identify which advertising channels generate the most revenue.

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