Industry — Ecommerce
Revenue is easy to count. Understanding what drove it isn’t.
Ecommerce is the one vertical where marketing success is measured in dollars and cents — which makes it easy to track outcomes, but doesn’t make it easy to understand what’s actually driving them.
The challenge
Ecommerce is the one vertical where the ultimate measure of success is unambiguous — revenue. But clarity at the outcome level doesn’t mean clarity in the measurement. Most ecommerce teams are operating on last-touch attribution that obscures how their channels interact, client-side tracking that privacy laws have quietly degraded, and reporting that lags reality by 24 hours. The dollars and cents are real. The picture of what’s driving them is often not.
- Most attribution models give 100% of the credit to the last touchpoint, hiding how channels work together to drive a purchase
- Privacy consent requirements mean a growing share of conversions go unrecorded in client-side tracking
- Recurring subscription revenue is invisible to ad platforms, so bidding optimizes for the wrong type of customer
- Funnel drop-off data is rarely connected to specific products or categories, making it hard to know where the revenue opportunity actually is
- Reporting lags 24 hours in standard analytics tools, making real-time decisions impossible
How we help ecommerce brands
Custom attribution and marketing mix modeling
Most ecommerce teams are still on last-touch attribution — giving 100% of the credit to the final touchpoint before purchase and ignoring everything that came before it. We implement custom attribution models that reflect how your channels actually interact, and for teams ready to go further, we perform marketing mix modeling (MMM) to quantify the true contribution of each channel to revenue.
Cookieless conversion pings
Privacy consent requirements have changed what client-side tracking can record. For users who don't consent, conversions simply go missing — and most teams have accepted that as the new reality. We implement anonymized cookieless pings that record purchase events even for non-consenting users, so Google Analytics remains a reliable proxy for your actual conversion volume instead of an increasingly incomplete picture.
Offline conversion tracking for subscription revenue
For ecommerce businesses with recurring revenue models, the first purchase is rarely the most valuable one. We implement offline conversion tracking that feeds subscription and recurring revenue data back to your ad platforms — telling them the difference between a one-time buyer and a long-term subscriber. That signal supercharges your bidding by letting the algorithms optimize for the customers who are actually worth acquiring.
Product and category funnel analysis
We build funnel reporting that shows where users drop off during the purchase journey — broken down by product and product category. Marketing and merchandising managers can quickly identify which products or categories have the highest drop-off, where the friction is, and where fixing the funnel has the most revenue potential.
Real-time reporting via BigQuery
Standard Google Analytics data is 24 hours old by the time it's queryable. For ecommerce teams making time-sensitive decisions — around promotions, inventory, or campaign spend — that lag matters. We implement BigQuery-based reporting pipelines that make your data available within hours of events occurring, so decisions are made on what's happening now, not yesterday.
Server-side tracking for ad platforms
We implement CAPI, TikTok Events API, and Google Ads enhanced conversions so the conversion data your ad platforms optimize against is complete — which means your ads perform better, your ROAS figures hold up to scrutiny, and the signal loss from iOS and ad blockers stops quietly degrading your campaigns.
Ecommerce analytics should be your clearest competitive advantage
Tell us where your measurement is falling short and we’ll show you what’s fixable.