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Analytics
The measurement layer: attribution, dashboards, cohort analysis, the unsexy infrastructure.
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Attribution Models, Honestly: From Last-Click to MMM
Last-click, linear, data-driven, MMM: what each attribution model really credits, where each one lies to you, and which to run your business on.
Jun 22 6 min read
DTC Acquisition Benchmarks for 2026: MER, CAC Payback, and Channel Mix
Directional ranges for MER, CAC payback, and channel mix across DTC revenue bands in 2026, plus how to use a benchmark without cargo-culting someone else's business.
Jun 11 5 min read
Blended CAC or MER: Which Number Should Run Your Business
When to steer by blended CAC, when to steer by MER, how the two numbers relate, and which one belongs on the wall for your whole team to see.
Jun 9 6 min read