Revenue QA, in practice.
Data-backed guides on finding and fixing the bugs, friction, and tracking gaps costing your store revenue.
How to calculate customer acquisition cost (and blended CAC)
The customer acquisition cost formula is one line. Stores get it wrong in what goes into it: orders counted as customers, the same purchase claimed by two ad platforms, test orders and refunds. How to calculate CAC, blended CAC and LTV to CAC for an online store.
How to lower customer acquisition cost for an online store
Customer acquisition cost falls two ways: pay less per visitor, or turn more of the visitors you already pay for into first-time buyers. The second has no auction attached. The order to work in, starting with the step most stores skip.
How to integrate with Instinct
No Instinct API for merchants, so your site has to behave like one. The agentic commerce stack without jargon: MPP, ACP, AP2, and which one is yours.
How to integrate with Meta Muse
On Shopify you integrated with Muse already. Off Shopify it's three fixes. Plus where MPP fits in agentic commerce, and why it probably isn't yours.
How to sell on Instinct
Instinct has no merchant signup. It shops your actual website, which makes agentic commerce a checkout problem long before it's a payments one.
How to sell on Meta Muse
If you're on Shopify, Muse is already selling your products and nobody told you. What agentic commerce changes, and why Muse may still skip your shop.
What a free CRO audit should actually check (and what most of them skip)
Most free CRO audits grade your page and stop. Across 936 sites we audited, the failures costing real money sat one layer below design, in the measurement and the buying path. Here is the order that matters.
There is no CRO subreddit. Here is where the conversations actually happen
We measured conversion-topic density across 20 ecommerce and marketing communities. The obvious places are empty, the busiest community is the most diluted, and the best one is not about CRO at all.
GA4 not tracking conversions: what it usually is, by the numbers
We audited 936 live sites. Here is how often each cause of missing GA4 conversions actually shows up, the one tell for each, and what the break typically costs.
Google Analytics showing no data? It's usually one of four things
Across 936 audited sites, 37% had no working analytics at all, and most owners did not know. The four causes of an empty Google Analytics property, ranked by how often we find them.
Google Ads showing zero conversions? We watched this break from the inside
A zero in the conversions column usually means broken counting, not broken ads. What we saw when it happened to an account we run, and the failure taxonomy behind most zeros.
How to reduce cost per conversion in Google Ads without cutting spend
Cost per conversion usually falls fastest by fixing what you count, not bidding less. Real numbers from accounts we run: the $17 lead that never becomes a customer, and the counting bugs that corrupt the metric before optimization starts.
Conversion tracking setup: one count per real event
Across 936 audited sites, one in five double-counts and 28% drop conversions through consent. The doctrine that prevents both, and why setups that pass the launch test still rot.
Server-side tracking: when you actually need it
A third of the sites we audit run client-only pixel architecture, and for most of them that is fine. What server-side tracking really fixes, what it cannot, and the spend level where it starts to pay.
The pricing page mistakes almost everyone makes
We have analyzed thousands of live pricing pages. Most leak revenue in the same few ways. Here are the basics worth fixing, and a couple of things that surprised us.