Knowledge base

Turn your marketing data
into better results.

Guides, case studies, and frameworks for e-commerce marketers who want to get more from their data — not just report on it.

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Attribution & measurement
Campaign optimisation
Data & reporting
LTV & retention
Case studies
Platform guides
Attribution & measurement
Why Meta over-reports conversions — and how to find your real ROAS
The iOS 14.5 problem explained in plain English. How to calculate your Shopify-truth ROAS, and what to do when you find the gap.
8 min readMost popular
Attribution & measurement
Last-click vs linear vs time decay: which attribution model is right for your store?
Plain-language explainer with real examples. How each model changes which campaigns look profitable — and how to choose.
6 min read
Campaign optimisation
How to use LTV:CAC ratio to set your Google Ads target ROAS
The calculation, the benchmarks, and a practical framework for setting ROAS targets that actually protect profit margin.
7 min read
Campaign optimisation
The 5 marketing questions every Shopify brand should answer every Monday morning
A weekly review framework. The exact questions, where to find the answers, and what to do when the numbers are off.
5 min read
Data & reporting
Why your Shopify revenue looks different in every tool — and how to fix it
Refunds, exchanges, test orders, multi-currency. The six reasons your numbers never match and exactly how to standardise them.
9 min read
Case study
How a fashion brand found $4,200/month in wasted Meta spend by switching to Shopify-truth ROAS
The problem, what the data showed, what they changed, and the result. A repeatable framework for your own store.
10 min readFeatured
Platform guides
The complete UTM parameter guide for Shopify stores — with copy-paste templates
Why UTMs matter, how to set them up correctly for every channel, common mistakes, and a naming convention you can use today.
11 min read
LTV & retention
What is a good LTV:CAC ratio for e-commerce? Industry benchmarks by category
Data-backed benchmarks for fashion, beauty, supplements, and home goods. How to calculate yours and what to do if you're below benchmark.
8 min read
Attribution & measurement
What iOS 14.5 actually did to your Meta ROAS — and what to do about it
A structural explanation of why the attribution problem is permanent and what the right strategic response looks like in 2025.
7 min read

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