Three platforms, one order
Meta says it drove the sale. Google says it drove the sale. Your accounting system recorded one order. Every budget decision you make sits on top of that contradiction.
What's different here
E-commerce is the easiest vertical to measure honestly and the one where it's done worst, because a definitive answer already exists and nobody uses it. Your order data is the ground truth. Every sale, its value, its date, no modeling. Reconciling platform claims against that table takes an afternoon and immediately sizes the error you have been budgeting against. Most brands never run it because the answer is uncomfortable.
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What analytics & measurement looks like for e-commerce brands.
These are the plays that wouldn't appear on a generic analytics & measurement page. They only make sense in e-commerce & dtc.
Reconcile against the order table first
Sum what every platform claims and compare it to what your commerce system actually recorded for the same period. The gap is typically substantial, and stating it as a number ends the debate about whether measurement work is worth funding.
Send purchase events server-side from the order webhook
The order confirmation is the most reliable event you own and the one browser collection loses most often. Transmitting it from your commerce backend with a shared event identifier recovers the events and eliminates the double-counting that browser-plus-server setups usually introduce.
Feed net revenue, not gross
Refunds and cancellations are a large share of order value in most categories, and platforms optimize happily toward revenue that came back. Sending a refund signal is unglamorous plumbing that significantly changes what the algorithm chases.
Hold blended efficiency as the headline
Total revenue divided by total spend, from your own systems. It can't be inflated by a platform and it's the number to steer by; platform-reported figures are useful only for comparing two ad sets inside the same account.
What holds e-commerce brands back
Rising CAC is eating your margin
Meta CPMs climb every year. Without conversion rate and AOV improvements, your unit economics get worse even when campaigns 'perform'.
You're optimizing platform ROAS
A 3x ROAS on 30% gross margin loses money per order. Platform ROAS ignores COGS, shipping, returns, and discounts entirely.
One-and-done customers
If every order needs paid acquisition, you're renting customers. Repeat purchase rate is the strongest predictor of DTC profitability.
Your store converts below benchmark
The median Shopify store converts at 1.4%. Good ones run 3–4%. That gap is worth more than any targeting change you'll make.
Same rigor, applied here.
The full analytics & measurement scope and process are identical whoever the client is. What changes for e-commerce & dtc is the tactics above, not the delivery model.
What's included
How it runs
- 01Audit and reconcile — Week 1–2
- 02Rebuild collection — Week 2–4
- 03Validate against reality — Week 4–5
- 04Design the holdout — Week 5–6
- 05Read the result and reallocate — Post-test
- 06Hand over the documentation — Ongoing
E-commerce & DTC results, in detail.
Full case studies with the numbers, the mistakes, and the recommendations clients didn't want to hear.
Scoped like the core service, no surcharge.
Every engagement is quoted from your actual brief. There's no vertical surcharge for this combination. Request a quote and we'll scope it properly.
Audit
Teams who suspect the numbers are wrong and need to know how wrong.
Scoped to your brief
- Full event and tag audit
- Platform vs actual revenue reconciliation
- Consent and compliance review
- Prioritised remediation plan
- Findings session with your team
- Documentation yours to keep
Rebuild
Companies acting on data they cannot currently defend.
Scoped to your brief
- Everything in Audit
- Server-side collection implementation
- Deduplication and consent handling
- Conversion event re-mapping
- Parallel validation against order data
- Blended efficiency reporting
- 60 days of post-launch support
Measurement partner
Accounts where testing needs to be ongoing, not a one-off project.
Scoped to your brief
- Everything in Rebuild
- Quarterly geo holdout programme
- Ongoing reconciliation and QA
- Incrementality-informed budget guidance
- Board-ready reporting pack
- Named analytics lead
All engagements start with a free audit. Prices exclude media spend, which you pay directly to the platforms on accounts you own.
E-commerce & DTC questions, answered straight.
Because they will look fine either way. That's the failure mode. Degraded measurement doesn't report an error; it reports a plausible number. The reconciliation is cheap and decisive: if summed platform revenue matches your order data, you're in good shape and we will tell you so and stop. In several years of running this check, that outcome has been rare, and the size of the gap is usually the thing that surprises people, not its existence.
Other services for e-commerce brands
Let's talk about your growth constraint.
Meta says it drove the sale. Google says it drove the sale. Your accounting system recorded one order. Every budget decision you make sits on top of that contradiction.
Our commitment: The audit is a fixed fee, and the findings are yours either way. That includes if we find your measurement is fine and you should spend the money elsewhere.