The Case of the Unassigned Conversions
Your GA4 sales can come back “Unassigned” — credited to nothing. The obvious fix is usually the wrong one. Here’s how to tell which break you actually have.
9 min read
The Archive
Every investigation, in one place.
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The Case of the Phantom Free Shipping
A single line of aspirational copy on a product page quietly bleeds paid traffic. The most overlooked check in any DTC audit.
6 min read
The Case of the Ghost-Step: why 24% of mobile users drop off at shipping
An audit of 50 Shopify Plus stores revealed a pattern of phantom touch events on the shipping selector — a tiny script-priority bug that looks exactly like price sensitivity in your reports.
7 min read
The discount paradox: when your welcome code is silently killing LTV
Two years of cohort data across seven DTC brands shows that customers acquired with a welcome-code have a 31% lower 12-month LTV than full-price acquisitions — and the gap widens.
9 min read
Why your Shopify revenue doesn’t match GA4 — and the three configs causing 90% of it
If your Shopify report and GA4 report disagree by more than 3%, it almost never means one of them is broken. It means three configurations are stacked in a way nobody documented.
6 min read