Data & attribution
Marketing Measurement for Ecommerce Brands
The best media plan still fails if nobody trusts the numbers. We build measurement that is useful enough for weekly decisions and honest enough for board-level conversations.
Our approach
Built for profitable scale.
We do not believe one platform, dashboard, or attribution model tells the whole truth. Measurement for ecommerce works best as a set of lenses: platform data for tactical signals, GA4 for site behaviour, ecommerce data for revenue quality, and blended metrics for business reality. The job is to understand the disagreement between those views, not pretend it does not exist.
The first step is usually hygiene. We review pixel setup, events, UTMs, consent, catalogue signals, conversion APIs, GA4 configuration, and the way paid channels are named and reported. Then we build a decision view that leadership can use each week: spend, revenue, contribution, CAC, MER, new customer mix, returning customer behaviour, and the main constraints.
For brands with enough data, we add MMM-lite and incrementality thinking. That can include geo holdouts, spend tests, channel contribution modelling, and scenario planning. The aim is not academic perfection. It is better decisions about where the next pound should go.
What is included
The work behind the numbers.
Tracking audit across Meta, TikTok, Google, GA4, ecommerce platform, and UTMs
Conversion API and server-side measurement recommendations
Weekly growth dashboard focused on decision-making
Attribution model comparison and blended metric reporting
Incrementality test planning where volume supports it
MMM-lite modelling and budget scenario planning for larger accounts
How we measure success
Clearer decisions, not prettier dashboards.
The measurement work is successful when the team can make faster, calmer spend decisions. We look for cleaner event quality, fewer reporting disputes, clearer channel roles, and a planning view that connects media to contribution.
Who it is for
Best fit for focused DTC teams.
This is for ecommerce brands that have outgrown platform ROAS as their main source of truth and need a clearer way to decide what is really working.
Related work
Useful next reads.
Skincare · DTC
Skincare DTC Meta rebuild
An anonymised skincare brand had strong retention and a loved product, but the paid social account had become noisy, over-segmented, and too dependent on discount-led retargeting.
Read more →Apparel · DTC
Apparel full-funnel growth
An apparel brand with seasonal peaks needed joined-up planning across Meta, Google, creative, and measurement before increasing spend into a major trading period.
Read more →Related services
FAQ
Channel-specific questions.
Next step
Want to see where measurement could scale next?
We will look at the account, the numbers, and the creative system before we recommend anything.