The Case of the Unassigned Conversions
Your GA4 sales can come back “Unassigned” — credited to nothing. The obvious fix is usually wrong. Here's how to tell which break you actually have.
9 min read
The Archive
Every investigation, in one place.
Search by topic, brand pattern, or the specific phenomenon you’re chasing.
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 Ghost-Step: why 24% of mobile users drop at shipping
An audit of 50 Shopify Plus stores found phantom touch events on the shipping selector — a script-priority bug that mimics price sensitivity in your reports.
7 min read
The discount paradox: how welcome codes silently kill LTV
Two years of cohort data across seven DTC brands: customers acquired with a welcome code show 31% lower 12-month LTV than full-price buyers — and the gap widens.
9 min read
Why Shopify revenue won't match GA4: 3 hidden configs
If Shopify and GA4 disagree by more than 3%, it's almost never a broken report. It's three stacked configurations nobody documented — here's how to spot them.
6 min read