Measure the business outcome
Commercial measurement, attribution and the definitions teams need to share.
Measurement is a set of definitions the whole team agrees to share. This desk covers those definitions: how blended efficiency should be read, what counts as marketing spend in a board report, and how GA4 and Search Console classify traffic that increasingly arrives from AI assistants and answer engines.
The articles are written for the person who has to explain a number to a board, an investor or a founder, and who needs the definition to survive the next platform change.
Start here
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.
Newest first
Ecommerce data and measurement
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.
Ecommerce data and measurement
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.
Ecommerce data and measurement
MER blends Meta and Google paid spend into one business-level signal. Read it beside contribution, break-even CPA, customer movement and the changes elsewhere in the account.
