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Resources

Practical guides for durable ecommerce growth.

Field-tested frameworks for faster storefronts, better measurement, and stronger conversion economics.

Half your buyers purchase today. The other half arrive over the next year: 50% of checkouts happen on the first observed day across 25 stores

White Paper · Advertising

The Same-Day Spike and the Seven-Month Tail

How to measure the gap between first visit and checkout, what drives it, and why your attribution window cannot see it.

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Marking the Funnel to Market: Store A’s total funnel value is 2.10 times realized revenue alone

White Paper · Advertising

Marking the Funnel to Market

Realized and unrealized revenue, and the case for a Total ROAS. Why first-party cart data gives a fuller, better-timed view of advertising performance.

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Five labels, one dial: every current Meta bid strategy runs on bid shading, with one multiplier on your bid

White Paper · Advertising

Five Labels, One Dial: A Brief History of Meta Bid Strategies

What a decade of renames reveals about how Highest Volume, Bid Cap, Cost per Result Goal, Highest Value, and ROAS Goal actually spend your budget

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Every funnel stage has a dollar value: Marginal Stage Value is the probability of a sale multiplied by average order value

White Paper · Advertising

Pricing the Funnel with Marginal Stage Value (MSV)

What to pay at every stage of the ecommerce funnel, and why the answer keeps changing.

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Metrics That Matter: measure ecommerce performance through engaged and unengaged users, new and returning users, and paid and organic traffic

Guide · Performance

Metrics That Matter:

The Definitive Guide to Measuring—and Optimizing— Ecommerce Business Performance

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