Why Your Average Order Value is Lying to You
Average Order Value (AOV) is one of the most popular metrics in eCommerce.
March 5, 2026
Latest Blog Posts
Why Server-Side Tracking Matters for Your Business
Several brands we work with are continuously advised by platforms like Awin to move to server-side tracking.
March 5, 2026
GA4 Annotations: A Guide by Fabric
Google has re-introduced annotations in GA4 — a simple but powerful way to add context directly into your analytics reports.
March 5, 2026
Imagine running an A/B test where 100,000 users see your new design … or do they?
Many A/B tests count impressions or pageviews even when users never see the change — which can lead to misleading data, slower decisions, and delayed significance.
March 5, 2026
Attribution Is Dead – Treat Your Campaigns Like Your Website
Attribution used to be the cornerstone of marketing measurement — but in a privacy-first world with GDPR, cookie loss, and fragmented journeys, it no longer tells the full story.
March 5, 2026
3 Ways to Use F.O.M.O. for Improving Conversions
This post reveals how Fear of Missing Out (F.O.M.O.) can be a powerful psychological trigger to boost conversions on your e-commerce site.
March 5, 2026