3 guides · 1 case study

Attribution and measurement guides for DTC brands

Why Shopify, GA4 and Meta disagree, how to use post-purchase surveys, and how to measure the channels that click-based attribution misses.

Measurement guides

How DTC brands get recommended by ChatGPT, Gemini and other AI assistants

Measurement11 min read · Oct 9, 2026

How DTC brands get recommended by ChatGPT, Gemini and other AI assistants

Shoppers now ask AI assistants what to buy. What we know in 2026 about how products get surfaced, what happened to in-chat checkout, and the data, content and reviews that help.

Why Shopify, GA4 and Meta never show the same revenue, and which number to trust

Measurement11 min read · Oct 9, 2026

Why Shopify, GA4 and Meta never show the same revenue, and which number to trust

Shopify, GA4 and Meta each count sales differently, so their revenue never agrees. What each one measures, how big the gaps usually are, and which number to use for which decision.

"How Did You Hear About Us?" The One Checkout Question That Shows What Your Attribution Can't

Measurement10 min read · Sep 27, 2026

"How Did You Hear About Us?" The One Checkout Question That Shows What Your Attribution Can't

Podcasts, creators, word of mouth and AI assistants rarely show up in click-based attribution. How to design a post-purchase survey, read it without bias and use it to set budgets.

Measurement case studies

All case studies →

17%of new customers named the creator campaign in the post-purchase surveyCase study · Skincare~$110K / month ad spend

The creator campaign showed zero ROAS. It brought in one new customer in six.

A skincare brand nearly cut a creator program that looked like zero ROAS on links and codes. Survey answers and a regional test showed it was driving a large share of new customers through branded search.

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