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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.
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.
The running file
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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.
Diagnosing a deteriorating email programme: signals, fix order and what replaces open rate
Open rate and a Postmaster reputation badge no longer tell you whether a Shopify Klaviyo account is leaking. Read the signals that survived privacy changes, then fix integration, cart timing, segmentation and hygiene in that evidence order.
What actually counts as total marketing spend in a board-level MER report
Before MER goes in the board pack, marketing and finance need a written inclusion list for the denominator. The ratio is only comparable if that spend policy is fixed, restated when it changes, and read next to contribution profit.
Do you retire product rules, or judge SKUs on CM2?
Once an AI recommendation layer is live, relevance-guessing rules can go. Constraints that protect cash should stay. Promote and kill SKUs on CM2, built as a reporting view from Shopify costs, not on conversion rate.
Which ecommerce lifecycle flow should you fix first?
Start with welcome or post-purchase, where the brand has to earn the relationship after acquisition. Prove the trigger and customer experience before moving to recovery flows.
