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Advertising platforms and consultants are always pushing ecommerce merchants to "move beyond Last Click attribution" and use fancy new "data driven" attribution models. For related reasons, they are also pushing us to use longer conversion windows. But they're rarely explaining the unintended consequences of the changes they're trying to sell us. If you're considering changing your attribution model, go into it with both eyes open, and an understanding of how it will distort the figures you've been using to make business decisions.

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“Did you hear the news? More people perform product searches on Amazon than Google now.”

This buzz started a couple of years ago, and since then, it's picked up. Seems like every month or two we see a new headline about the latest data. Sometimes the headline says that Google took back the lead or that Amazon has been slowing. But the question of who is ahead is clearly of interest to a lot of people.

After hearing this "fact" about Amazon being more dominant than Google a few times, we decided to go digging. And guess what? It's BS… Probably.

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