Attribution windows: define the time between the ad and the sale
A conversion window affects which purchases can receive advertising credit. Align reporting and commercial terms before comparing results. Read More …
Author: julien@ep4p.com
An ecommerce purchase-tracking audit that starts with the order
Verify purchase events, unique transaction references, values, currencies, and checkout paths against store orders before trusting the totals. Read More …
Why GA4, ad platforms, and store revenue do not always match
Investigate revenue definitions, attribution, timing, consent, and order adjustments before treating a reporting difference as a tracking failure. Read More …
Connect paid social and search without counting the same sale twice
A customer journey can involve several channels, while the store records one order. Coordinate campaigns and reconcile reporting accordingly. Read More …
Creative fatigue or a different problem? Diagnose before replacing every ad
Declining paid-social results can come from audience, product, offer, tracking, or delivery changes. Check the context before blaming the creative. Read More …
Where Demand Gen fits in an ecommerce acquisition strategy
Use Demand Gen with a clear audience, product story, and measurement role rather than treating it as another campaign that must duplicate search. Read More …
Ecommerce creative testing: test the buying argument, not just the image
Give each creative test a clear customer question, distinguish concepts from cosmetic variations, and connect the result to purchases. Read More …
Cart-abandoner remarketing: address the reason the order stopped
A cart is a signal of interest, not a diagnosis. Review checkout friction, product availability, timing, and messaging before adding a discount. Read More …
Prospecting versus retargeting: give paid social two different jobs
Introduce products to new buyers and reconnect with interested shoppers using different messages, measurements, and expectations. Read More …
Segment an ecommerce catalog for decisions, not just tidy reporting
Use margin, availability, demand, and product roles to create groups that support real advertising decisions without unnecessary account complexity. Read More …