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Playbooks
One problem, diagnosed and fixed. Playbooks are the practical core: the exact steps to find what is broken in your tracking or operations and put it right, written so you can act on them today without hiring anyone.
- Compliance-safe marketing
TCPA and SMS marketing compliance
SMS is one of the most effective ecommerce channels and one of the most regulated. The TCPA governs consent and opt-out, and the penalties are real. Here is how to run SMS marketing compliantly.
- Operations systems
Reorder points and safety stock, without a data team
A reorder point is the stock level that tells you to reorder before you run out. Here is how to set reorder points and safety stock with simple math, no data team required, so you stop stocking out.
- Operations systems
Landed cost: the number behind your true margin
The supplier invoice is not your real cost per unit. Landed cost adds freight, duties, and the fees of getting a product to you. Here is how to calculate it, and why pricing without it quietly loses money.
- Operations systems
BFCM planning: a calendar that wins Black Friday
Black Friday and Cyber Monday are won in the months before, not on the day. Here is a planning calendar covering inventory, offers, email, ads, and operations so your biggest weekend runs smooth.
- Operations systems
Email deliverability for ecommerce brands
The best email campaign earns nothing if it lands in spam. Here is how to protect deliverability with proper authentication, list hygiene, and sending discipline, so your emails reach the inbox.
- Operations systems
Upsells and cross-sells that lift AOV without annoying buyers
Done right, upsells and cross-sells raise average order value and improve the experience. Done wrong, they nag and cheapen the brand. Here is where the line is, and how to stay on the right side of it.
- Tracking and analytics
Incrementality testing for DTC brands
Attribution tells you which channel got credit. Incrementality tells you which sales your ads actually caused. Here is how to test it, so you stop paying for conversions you would have made anyway.
- Tracking and analytics
Build an ecommerce dashboard in Looker Studio
Looker Studio connects your scattered ecommerce data into one live, free dashboard. Here is how to build one that answers the questions that actually run the business, instead of another report nobody reads.
- Amazon and multi-channel operations
Amazon PPC bid strategy and dayparting
Your bids decide what you pay per click and where your ads appear. Here is how to choose between Amazon's bid strategies, set placement adjustments, and use dayparting to concentrate spend where it converts.
- Amazon and multi-channel operations
The Amazon Vine program: is it worth it?
Vine is Amazon's compliant way to get early reviews on a new product. Here is how it works, what it costs you in units and fees, and when enrolling a product is worth it, and when it is not.
- Amazon and multi-channel operations
Amazon coupons, deals, and promotions: what is worth running
Amazon offers coupons, Lightning Deals, Best Deals, and Prime-event promotions. Here is what each one does, what it costs you, and when running it is worth the margin you give up.
- Compliance-safe marketing
FTC disclosure rules for ecommerce and creators
If you work with influencers, run affiliates, or use reviews and endorsements, FTC disclosure rules apply to you, not just the creator. Here is what they require and how to keep your marketing compliant.
- Operations systems
Demand planning for seasonal brands
A seasonal peak rewards preparation and punishes guesswork, stock out and you miss the year's revenue, overstock and you carry dead inventory for months. Here is how to plan demand around a peak.
- Operations systems
Contribution margin by SKU: the number that matters
Revenue and even gross margin hide which products actually make money. Here is how to calculate contribution margin per SKU, what it reveals, and how to run the catalog on it.
- Operations systems
Returns management that does not bleed margin
Returns are both a cost center and a source of feedback. Here is how to build a returns process that protects margin, recovers value from returned stock, and tells you what to fix upstream.
- Tracking and analytics
GA4 and Shopify revenue do not match: the full reconciliation
GA4 and Shopify revenue never match exactly, and chasing a perfect match wastes days. Here is how to reconcile them properly, and how to tell a normal gap from a tracking bug that needs fixing.
- Operations systems
Shopify store speed: the fixes that actually move conversion
A slow Shopify store costs you conversion and rankings, but most speed advice is busywork. Here are the few changes that actually move the needle: app bloat, images, and third-party scripts.
- Operations systems
Which Shopify apps you actually need
Most Shopify stores run too many apps, each one adding monthly cost and slowing the site. Here is how to decide which apps you actually need, organized by the job to be done rather than by hype.
- Operations systems
Shopify cart abandonment: diagnose the real cause and fix it
Discount-the-cart advice treats the symptom, not the cause. Here is how to find why shoppers actually abandon your Shopify checkout, and fix the real reason instead of papering over it.
- Operations systems
Shopify product page CRO: the changes that convert
The product page is where most Shopify sales are won or lost. Here are the changes that actually move conversion, images, copy, social proof, and friction, in the order worth doing them.
- Amazon and multi-channel operations
Removal, liquidation, or disposal: clearing Amazon stock
Dead FBA inventory bleeds storage and surcharge fees every month it sits. Here are your four exits, removal, liquidation, disposal, and discounting through, and how to choose the one that loses you the least.
- Amazon and multi-channel operations
Amazon suspended you: how to write a Plan of Action that works
When Amazon suspends an account or listing, reinstatement comes down to one document: the Plan of Action. Here is the structure that gets approved, and the emotional appeal that never does.
- Amazon and multi-channel operations
How to lower your Amazon ACOS without killing sales
Cutting bids lowers ACOS and your sales with it. Here is how to bring ACOS down the way it actually compounds: campaign structure, search-term hygiene, and the conversion rate underneath it all.
- Amazon and multi-channel operations
Amazon Subscribe and Save: is it worth it?
Subscribe and Save trades some margin for recurring revenue, retention, and ranking stability. Here is how it works, which products it fits, and how to run the numbers before you enrol one.
- Amazon and multi-channel operations
Handling negative reviews on Amazon
A negative Amazon review is a signal as much as a wound. Here is when you can actually get one removed, how to respond when you cannot, and how to treat reviews as the product feedback they are.
- Tracking and analytics
Why your Google Ads conversion tracking is not working, and how to fix it
When Google Ads stops recording conversions, your bidding goes blind and your spend decisions get made on nothing. Here is how to find the cause, in order of likelihood, and fix it.
- Amazon and multi-channel operations
How to fix stranded inventory on Amazon
Stranded inventory is stock sitting in a fulfillment center with no listing to sell it: dead weight that costs storage and drags your IPI. Here is how to find the cause and clear it fast.
- Tracking and analytics
Why GA4 is not tracking your purchases
GA4 showing zero purchases, or revenue that is clearly wrong? Here are the real causes, from a misfiring purchase event to consent and duplicates, and a diagnostic order that finds yours fast.
- Operations systems
The reporting dashboard every ecommerce operator needs
Most ecommerce dashboards are a wall of numbers nobody acts on. Here are the KPIs that actually drive decisions, the ones to ignore, and the one-view, weekly routine that turns reporting into action.
- Tracking and analytics
UTM tagging that keeps your channels clean
Inconsistent UTM tags are the quiet reason your channel reports do not add up. Here is a UTM convention that keeps every source readable, and the discipline that stops the mess before it starts.
- Amazon and multi-channel operations
The Amazon aged-inventory surcharge, and how to stop paying it
Amazon charges a surcharge on inventory that sits too long, and it climbs the longer stock stays. Here is how the age thresholds work, how to find your aged units, and how to clear them before they bleed you.
- Tracking and analytics
Consent Mode v2 for ecommerce
Consent Mode v2 is how Google keeps measuring and advertising while respecting a shopper's consent choices. In many regions it is required. Here is what it is, why it matters, and how to set it up correctly.
- Tracking and analytics
Shopify GA4 purchase event firing twice: the fast fix
Duplicate purchase events in GA4 on Shopify almost always come from two sources firing the same event, or the thank-you page being reloaded. Here is how to find the source and stop the double count.
- Amazon and multi-channel operations
Your Amazon listing is suppressed: how to find why and fix it
A suppressed listing is invisible in search and bleeding sales every hour it is down. Amazon tells you exactly why; here is where to look and how to fix each cause fast.
- Tracking and analytics
Why your Meta event match quality is low, and how to fix it
Low event match quality almost always comes down to three things: Enhanced instead of Maximum data sharing, a Conversions API that is not sending fbc and fbp, or thin customer parameters. Here is how to find which, and fix it.
- Operations systems
Inventory forecasting for DTC brands, without a data team
You do not need a data scientist to forecast inventory. Here is the simple, defensible model, velocity, lead time, and safety stock, that keeps you in stock without tying up cash in overstock.
- Amazon and multi-channel operations
How to remove an Amazon listing hijacker
A hijacker piggybacks on your Amazon listing, steals the Buy Box, and risks your reputation with goods you did not ship. Here is how to remove them quickly and lock the listing so they cannot come back.
- Tracking and analytics
Set up the TikTok Pixel and Events API the right way
The TikTok Pixel alone loses a chunk of your conversions to browsers and consent. Here is how to set up the Pixel and the Events API together, deduplicated and matched, so TikTok optimizes on real data.
- Amazon and multi-channel operations
The FBA reimbursements you are owed, and how to claim them
Amazon regularly loses, damages, and miscounts FBA inventory, and owes you for it, but it does not always pay automatically. Here is what you are owed, how to find it, and how to claim it before the window closes.
- Compliance-safe marketing
Structure-function vs disease claims: the line that keeps you live
One distinction separates a claim you can make from one that gets your listing pulled: structure-function versus disease. Here is exactly where the line sits, with examples, and how to rewrite a claim that crosses it.
- Amazon and multi-channel operations
How to get ungated in a restricted Amazon category
Many Amazon categories are gated, you need approval before you can list. Here is how ungating works, the documents that get you approved, and how to avoid the rejections that send sellers in circles.
- Operations systems
The Klaviyo flows every Shopify store needs
Most of a store's email revenue comes from a handful of automated flows, not from campaigns. Here are the core Klaviyo flows every Shopify store should run, what each one does, and the order to build them.
- Amazon and multi-channel operations
How to win the Amazon Buy Box
The Buy Box is where the overwhelming majority of Amazon sales happen, and losing it can halve a listing overnight. Here is what actually decides who wins it, and how to win and keep yours.