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Sales fell by 18%. Which 18%? That is the question that leads to the cause.

Sales have dropped: find the cause with change decomposition

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Black Friday: the peak shows at once, profit only once the data matures

Black Friday by the data: preparation, peak day and an honest verdict

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Set your free delivery threshold from your own baskets, not by copying competitors

Free delivery threshold: calculate it from basket distribution and margin

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The peak season lasts a few weeks. Preparation takes a whole quarter.

Q4 planning in e-commerce: season, stock and campaigns worked backwards

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GA4 is running. But does it tell the truth about your shop’s sales?

GA4 audit for an online shop: events, order coverage and validation

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SEO wins the query, yet Google Ads still pays for it.

SEO and Google Ads cannibalisation: paying for traffic you get free

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Marketplace dashboards show revenue. You see profit only after fees.

Marketplace profitability: fees, effective commission, per-product P&L

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Meta Ads: the dashboard flatters your campaigns, orders call the bluff

Meta Ads in e-commerce: real return, frequency and creative fatigue

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Performance Max: a campaign you control with feed and data, not with bids.

Performance Max in e-commerce: what you see, what you don’t and how to control it

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Google Ads search terms: the report where online shops overpay most often

Google Ads search terms: where shops overpay and how to build negatives

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Google product feed by the spec: fields, template and what to optimise first

Google product feed fields: specification, template and optimisation

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Stock levels steer your campaigns: running out switches off ads without warning.

Stock levels and product campaigns: how inventory steers advertising

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A GA4 funnel speaks in percentages. Only shop data values it in euros.

GA4 sales funnel and real shop data: where and how to combine them

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Per-product margin: the data shops kept hidden for years now drives profit

Margin in e-commerce data: how to store it and use it in campaigns

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Customer LTV: a customer worth five times more than their first basket

Customer LTV in e-commerce: how to calculate lifetime value and why

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