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Should paid media optimise for ROAS or profit?
ROAS can steer delivery inside an ad platform. Profit decides whether the resulting growth is worth buying.
AI agents in ecommerce: what they actually are and where they fit
A store needs more than a definition of AI agents. Use the workflow test and a job-based taxonomy to assess support, catalogue and fulfilment tools, then separate those tools from agents shopping on a customer's behalf.
Conversion metrics that actually matter for paid acquisition decisions
CVR, CTR, CPA and ROAS only earn a spend decision once you fix the denominator, the attribution window behind them, and compare the result against a break-even threshold you calculated yourself.
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AI Agent Product Data Requirements and Ecommerce Workflow Ownership
Before you decide whether to build a proprietary shopping agent or plug into ChatGPT and Google's protocols, you need to know what the agent can actually read on your product pages, because most of it is currently invisible.
How to tag agentic checkout orders so they show a source in GA4
There is no single agentic checkout to tag. In-chat completion has no merchant page for gtag to fire. A Shopify ChatGPT path still hits your store checkout in an in-app browser. The GA4 job follows that split, and any source you write is a merchant convention.
How to judge campaigns when attribution fragments
Google's PMax channel report, GA4's AI Assistant channel and Klaviyo delivery look like scorecards. They are mostly diagnostics. Here is what each can decide, what still needs an experiment, and what the public evidence cannot support yet.
How GA4 is reclassifying AI traffic
GA4 now tags some assistant referrals, still hides others in Direct, and folds AI Overviews and AI Mode into Organic Search. Here is what changes, what does not backfill, and how to report the break.
Is AI referral traffic big enough yet to justify dedicated tracking?
Visible AI referral traffic still sits around 0.2% of sessions on the broadest public benchmark, and the undercount is wider than the channel. Here is a proportionate tracking ladder for D2C operators.
Should you exclude existing customers from PMax, and where should the lists live?
First-party exclusions in Performance Max and account-level placement lists do different jobs. Use the new-customer goal for lifecycle, keep shared inventory hygiene at account level, and verify Demand Gen and YouTube rather than assuming the same switch travels.
How many new Meta creatives do you actually need each month?
Rotation is an output of diagnosis, not a monthly quota. Separate auction inflation, tracking, fatigue and library repetition, then size concept tests to what your spend can actually read.
