E-commerce

Performance marketing

Ad budget is quickly spent – measuring it against contribution margin is harder. These articles show how ads, tracking and attribution interact and where growth really comes from.

First-Party Data & Server-Side Tracking: Reclaiming Measurability

Ad blockers and tracking prevention punch holes in marketing measurement. Why first-party data and server-side tracking are becoming mandatory.

Retail Media: Your Store Becomes Ad Space

Retail media for your own store: how retailers earn extra margin by selling ad space to other brands – formats, a worked example and how to start.

Google Shopping & Performance Max: The Feed Decides

Optimise your Google Shopping feed for Performance Max: title structure, attributes and margin-based bid control – your product feed decides visibility.

Email & CRM: The Most Profitable Channel Everyone Neglects

Building email marketing in e-commerce pays off: no auction costs, your own audience. The four key automations and the right success metric.