Ecommerce KPIs: the definition each team needs to agree on
Nine ecommerce KPIs, each with its formula and the choice that moves the number: gross or net, shipping, tax, cancellations and attribution window.
8 min read
#roas
10 articles
What is data lineage, and how do you trace a marketing metric back to its source?
Data lineage maps a number from source to report. dbt's column-level lineage shows the columns, but not the filter that changed the result.
6 min read
ChatGPT and Claude for marketing data analysis: what they get right and what they make up
ChatGPT data analysis is safe for exploring a spreadsheet and unsafe for deciding with it: the math is right, the revenue definition is a guess.
8 min read
The official Google Ads MCP server: what it answers and what it can't see
Google's Ads MCP server reads your account through GAQL, read-only. It reports what Google logged as a conversion, not shipped orders, Amazon sales or returns.
7 min read
LTV:CAC for ecommerce brands that also sell on Amazon
LTV:CAC divides the margin a customer returns by what it cost to win them. Selling on Amazon hides repeat buyers and platform data shrinks CAC.
7 min read
MER vs ROAS: measuring ad efficiency on revenue you actually booked
MER divides total booked revenue by total marketing spend; ROAS divides platform-attributed revenue by one platform's spend. Formulas and limits.
6 min read
Meta Ads MCP: the official connector, its permissions, and whose numbers it returns
Meta's official Ads MCP server entered open beta on April 29, 2026 with 91 tools. The conversions it reports are the ones Meta attributes to itself.
7 min read
Connect Google Ads, Meta and GA4 to one AI and you get three revenue numbers
Google Ads counts purchases 30 days after a click; Meta, 7 days after a click or 1 after a view. Plug all three MCPs into Claude and one order counts twice.
8 min read
Why your reported ROAS exceeds actual revenue, mechanically
Google documents that other platforms take full credit for a conversion with other touchpoints. Nobody deduplicates across vendors.
8 min read
Hidden cost calculator: find out if your ROI is real or fantasy
Dashboard shows 5x ROI but the cash doesn't add up? Find the hidden costs and non-incremental sales that turn profit into an illusion.
10 min read