by Zeke Camusio | Mar 18, 2025 | Ecommerce analytics
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” -John Wanamaker (marketer and department store magnate) Even though this quote is over 100 years old, it resonates with today’s marketers. They know that a portion of...
by Zeke Camusio | Oct 24, 2024 | Ecommerce analytics
As a marketer, you know that Google Analytics 4 (GA4) can’t really help you determine what drives your sales. Its default model, last-click attribution, gives all the credit to the last source and ignores the rest of the customer journey, including the channels where...
by Zeke Camusio | Sep 26, 2024 | Ecommerce analytics
If you advertise online, you’re probably familiar with the term “return on advertising spend” (ROAS). It’s a simple formula: ROAS = revenue / cost If you spend $100 on a campaign with a ROAS of 5, you can expect $500 in sales, right? In theory, yes. In practice, not...
