Five readiness checks for deciding when an ecommerce brand should add paid awareness alongside direct response.
What I am reviewing from last year's client performance, what has changed, and how the evidence will shape each 2026 BFCM plan.
Budget-limited tCPA and tROAS campaigns now chase their targets more consistently. Public reports show sharp swings and uneven outcomes.
Once your ad, analytics, email, commerce, POS, and content data are available in one analysis session, a model can look for relationships your channel reports never test.
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A 1,000-consumer survey puts 44% of first brand purchases on marketplaces. Track contribution and repeat behavior before calling that growth.
Six catalog and checkout checks for Shopify agentic storefronts and Google UCP.
Shopify can auto-upgrade the pages after the deadline. Check your scripts, pixels, and incompatible apps before then.
How to interpret it and more.
It's only two weeks, but the results are pretty stark.
See for yourself through this data from Klaviyo's 2026 OmniChannel Benchmark report.
Returns suck, but they're an opportunity to create a lasting customer.
Plus, it has some hidden perks.
Here's how to pivot
67% of your loyal customers think you like new buyers more than them
How To Automatically Generate Infinite Creatives (Based On Real Competitor Data)
I had Claude build me an ads analysis tool. It took less than an hour and I use it every week.
There's a moment after every order where you have your customer's full attention. Most stores respond with a receipt.
Same budget, same product. CPA doubled. You need more creatives.
Plus a quick question for you at the top!
Rare weekend issue - must be important!
