New tools; "Ecommerce Conversations"; Tariff turmoil ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
June 30, 2025
Attribution Models for Ecommerce
My company helps merchants analyze and optimize marketing data. Clients’ most frequent questions involve attribution. What’s the source of truth? What drove the purchase? What prompted the visit to my site?
Let’s start with attribution tracking in Google Analytics
Attribution Models for Ecommerce
Google Analytics
Google Analytics 4 now offers just two methods for attributing conversions:
“Data-driven” uses machine learning to distribute attribution across multiple sources based on users’ previous behavior, excluding direct traffic, although it appears to skew toward Google-owned channels.
“Last click” ignores direct traffic and attributes conversions to organic or paid sources.
GA4 offers multiple attribution windows, depending on a business’s sales cycle. Some products require no research and are typically purchased in minutes. Others are complex and need much consideration. I typically set the window at 30, 60, or 90 days.
Read article >
New Ecommerce Tools: June 26, 2025
This week's rundown features new tools for video, cross-border payments, agentic commerce, shipping, point-of-sale, live video shopping, ecommerce platforms, reverse logistics, and post-purchase upsells.
Read article >
Ecommerce to Real Estate: An Owner’s Story
Shakil Prasla is a lesson in resilience, having pivoted from ecommerce consumer brands to PPE gear to, now, real estate.
Read article >
From the Archive: February 2025
The Rebirth of ‘Marketing Mix Modeling'
Lingering privacy challenges, attribution, and ever-improving cloud and artificial intelligence are driving a marketing model renaissance.
Read article >
📊 Ecommerce Chart
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Ecommerce Conversations Podcast
Faith, Family, and Ecommerce
Don't Exit for the Wrong Reasons
Pro Tennis Player Pivots to Ecommerce
Great Mom Builds Global Craft Biz
YouTube Ad Secrets for Ecommerce
🎯 Industry IQ
Resources from our advertisers.
Essentials of Marketplace Success
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Tariff Turmoil: How Ecommerce Brands Can Still Win
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