Good NumbersGuides for brands that want numbers they can trust.
What we've learned fixing tracking and attribution for Shopify brands. Written for founders and marketing leads, with enough detail for whoever does the setup.
Why Meta Ads revenue doesn't match Shopify (and which number to trust)
Meta almost always reports more purchase value than Shopify. The 8 reasons why, how to measure the real gap, and which number to use for which decision.
TrackingGA4 missing Shopify purchases? How to find the cause and fix it
A step-by-step diagnosis for Shopify stores where GA4 records fewer purchases than Shopify, including the August 2026 change that broke many setups.
TrackingServer-side tracking for Shopify: is it worth it?
What server-side tracking actually fixes on Shopify, what it does not, what it costs, and a simple way to decide whether your store needs it yet.
AnalyticsHow to find your true ROAS across Meta, Google and Shopify
Platform ROAS, blended ROAS, MER and break-even ROAS explained with worked numbers, plus a weekly scorecard that shows what ad spend really returns.
TrackingWhy GA4 and Shopify revenue don't match (and how to fix it)
The 8 reasons GA4 shows different revenue than Shopify, how much of a gap is normal, and a step-by-step way to find exactly which orders GA4 is missing.