📰 Dev.to · toshihiro shishido

You're getting clicks but can't say which ads drove sales. The cause usually isn't skill — it's a missing measurement foundation. Here's the gap between platfor

Last-click hands all revenue to the final touch and writes off the upstream that created demand. Here's the real case where pausing podcast ads doubled CPA, why

A high-ROAS channel isn't automatically a good one. Platforms optimize toward cheap returning buyers, so high ROAS often hides re-engagement, not acquisition. H

Google Ads shows ROAS 400%, Meta shows 350% — but adding them double-counts the same purchases. MER (total revenue ÷ total ad spend) measures whole-business ad

ROAS and ROI look like the same 'the ads worked' number, but the numerator is different — revenue vs profit. At a 30% gross margin, ROAS 300% is a loss while it

Churn hides behind new customer inflow, making revenue decay invisible until it's too late. Here's how to surface it — and why voluntary churn and payment-failu

In Search Console, summing your per-query clicks never reaches the overall total. The reason is anonymized queries. Here's how the gap works and why ignoring it

RFM analysis ranks customers by recency, frequency, and monetary value, so you can decide who gets which tactic instead of blasting everyone the same email.

ARPU uses all users as the denominator, ARPPU uses only buyers. That one difference changes which problem you're solving — and most ecommerce teams pick the wro

What customer acquisition cost actually is, why it's not the same as CPA, and why a number on its own can't tell you whether a channel is worth it — you need LT

The break-even math behind discounts, the discount types that protect AOV, and why you should measure a sale with RPS instead of raw revenue.

Three ways to set prices, pricing freedom by industry, a four-step process to grow profit, and why you should measure price changes with RPS instead of raw reve

Gross margin, not ROAS, decides whether ad spend actually grows the business. Five EC vertical benchmarks and a 3-step self-measurement.

"Is this CPA in our ad dashboard high or low?" — almost every ecommerce operator has asked this...

What happens to ecommerce revenue when you lift CVR and AOV together rather than chasing one in isolation? Walk through a +10/+20/+30% simulation, benchmark rea

Every AOV uplift lever carries one of four risks — CVR drop, stock pressure, LTV reverse, or mismeasurement. Here is a field guide to 10 common levers, 5 early-

GA4's official Default Channel Group Source Categories file has 819 entries. Only 2 rows for TikTok and 3 rows for LinkedIn. Values like tiktok-ads or m.tiktok.

GA4's Paid Social classification uses one regex on utm_medium: ^(.*cp.*|ppc|retargeting|paid.*)$. Putting `social` there causes your paid ad clicks to be logged

Google's 2026 official guide for generative AI search optimization lists five things you don't need to do — llms.txt, chunking, AI-specific rewrites, inauthenti

The two metrics every analytics user mixes up. How GA4 redefined Bounce Rate against Engagement Rate, why Exit Rate is missing from default GA4 reports, and how

Why GA4 records page_view and add_to_cart and even session_start as events, why event count is always greater than session count, and which metric to look at in

The 3 web analytics metrics everyone mixes up. Clear definitions, the base inequality (PV ≧ Sessions ≧ Users), which one to look at first, and how GA4 computes

After GA4 ecommerce setup for Shopify, what do you measure next? RPS, AOV, and CVR decompose revenue and guide channel-level ad decisions across 4 ordered steps

A practical guide to 5 LTV calculation methods—Simple LTV, Gross Margin LTV, Cohort LTV, LTV/CAC ratio, and DCF LTV—and the AOV → RPS → LTV three-tier framework