Why GA4 and Shopify report different revenue
They will never match exactly. What causes the gap, how big a gap is normal, and which number to run the business on.
Insights
Insights
Answers to the questions that come up most often on calls — written out properly, so you can act on them whether or not we ever work together.
Latest
Four pieces so far. Each one answers a question that comes up often enough to be worth writing down properly.
How to set a target ROAS from your margin
Break-even ROAS is one divided by your contribution margin. How to calculate yours, and why one target across a catalogue loses money.
How long Performance Max takes to settle
Two to six weeks — and most accounts that never settle were edited too often to get there. What resets learning, and what counts as genuinely broken.
Should you bid on your own brand name?
Brand search reports the best ROAS in most accounts and is often the least incremental spend in it. How to test whether yours earns its keep.
Why these four
Each one is a question I have answered enough times to know the common answers are wrong or too vague to use. They are deliberately specific: no “10 tips”, no glossary entries, nothing written to fill a content calendar.
If you have a question that is not here and should be, tell me about it — that is where most of these came from.
Frequently asked questions
How often do you publish?
When there is something worth writing, which is not often. Each piece here exists because the same question kept coming up on calls and the answers available elsewhere were vague, wrong, or written by someone selling a tool.
Can I use this with my own team?
Yes. Everything here is written so an in-house marketer can act on it without hiring anyone. If it turns out you want help afterwards, that is what the free call is for.
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