AnalysisMETHODS & PRACTICE
Review a landing-page experiment without overclaiming
A change in results is not enough to identify which simultaneous change caused it.
Read moreEcommerce news & insights
Building, research, marketing and operations—put knowledge into practice.
AnalysisAnalysisMETHODS & PRACTICE
Revenue is not profit: unpack one order
A clearly hypothetical example shows how fulfillment and acquisition costs change contribution.
Read moreAnalysisMETHODS & PRACTICE
Why attribution reports disagree
Separate reporting definitions from implementation errors before trying to reconcile sales totals.
Read more