Blog
Field notes on data, dashboards, and decisions.
Tactical breakdowns of analytics systems we build for D2C and ecommerce brands.
Analytics
Dashboard vs. Reporting System. What's the Real Difference?
Most D2C brands have a dashboard. Very few have a reporting system. The difference determines whether your data works for you or whether you work for your data.
Attribution & Measurement
Why Your ROAS Number Is Wrong: The Attribution Problem Every D2C Brand Faces
Your reported ROAS is almost certainly overstated. Here's why multi-platform attribution inflates the number and what to measure instead.
Jun 16, 2026