The DATALYR blog.
Guides on attribution, tracking and the revenue behind your campaigns.
Tracking ·
Server-side tracking: architecture, responsibilities and limits
Understand what moves to the server, what still depends on browser identity, and how to verify one conversion without creating duplicate events.
Acquisition economics ·
LTV:CAC ratio: compare customer value with acquisition cost
Calculate a cohort-based LTV:CAC ratio, separate observed value from forecasts, and test the assumptions behind a seemingly healthy number.
Buying guide ·
Marketing attribution software: an evidence-based buying checklist
Evaluate attribution software with a real transaction, a weighted requirements scorecard, and clear boundaries between reporting and conversion delivery.
Acquisition economics ·
Customer acquisition cost: calculate paid and blended CAC
Build a complete acquisition-cost ledger, distinguish paid from blended CAC, and align costs with the new customers they helped acquire.
Tracking ·
UTM parameters: build a campaign taxonomy you can trust
Create consistent campaign tags, test the complete redirect path, and verify that source information survives the journey to a business outcome.
Commerce ·
Shopify conversion tracking: reconcile orders, refunds and ad delivery
Verify Shopify order capture, campaign identity, transaction revenue and destination delivery without counting the same purchase more than once.
Conversion delivery ·
Offline conversion tracking: connect a lead to the sale that follows
Define the lead-to-sale record, preserve eligible matching data, and verify imported outcomes without confusing acceptance with advertising credit.
Google Ads ·
Enhanced conversions: web and lead workflows, current settings and verification
Understand the different business workflows behind enhanced conversions, Google’s unified settings, and the evidence needed to verify a setup.
Measurement ·
Marketing mix modeling: inputs, outputs and when to use it
Understand how aggregate marketing models support budget decisions, what their inputs must explain, and how to read results alongside attribution and experiments.
Tracking ·
First-party data: build an inspectable marketing measurement record
Inventory the data your business collects directly, separate measurement from advertising sharing, and verify each field’s purpose and destination.
Measurement ·
Incrementality: measure the lift attribution cannot prove
Use a worked holdout example to distinguish attributed sales from incremental lift, define a test, and interpret the result before changing spend.
Attribution ·
Multi-touch attribution: connect and allocate a customer journey
Follow a three-touch purchase, compare fractional credit, and check identity, eligibility, and revenue reconciliation before trusting a multi-touch report.
Unit economics ·
CAC payback period: calculate when acquisition pays back
Calculate margin-adjusted CAC payback, then compare it with an actual customer cohort so churn, refunds, and delayed payments stay visible.
Conversion tracking ·
Meta Conversions API: setup, deduplication, and verification
Map a real conversion to the correct Meta destination, choose one delivery owner, and verify receipt separately from matching and attribution.
Attribution ·
Marketing attribution models: choose the rule for your question
Compare first-touch, last-touch, linear, time-decay, and data-driven attribution while keeping eligibility, revenue, and causal limits explicit.
Use cases ·
Web app funnel tracking: connect ad clicks to paid accounts
Map a browser-based app journey from campaign visit to signup, activation, trial, and payment without confusing events with customers.
Use cases ·
Health and wellness ad tracking: measure conversions with careful data handling
Design a wellness measurement workflow that separates collection, filtering, platform restrictions, and attribution without promising a tracking workaround.
Use cases ·
Supplement ad tracking: separate new customers from repeat revenue
Connect supplement campaigns to initial orders, repeat purchases, subscription payments, and refunds with a clearly defined revenue basis.
Use cases ·
Subscription app attribution: connect campaigns to paid conversions and renewals
Separate mobile trials, paying subscribers, renewals, and refunds while verifying the identity handoff through RevenueCat or Superwall.
Use cases ·
Whop ad tracking: connect campaigns to membership purchases
Track Whop payments and membership activity separately, preserve the customer journey, and avoid sending the same purchase to Meta twice.
Google Ads ·
Google Ads server-side tracking: setup and verification
Choose the right delivery path, connect the intended Google Ads account, and verify one conversion from its source event through reporting.
Measurement ·
CAC vs CPA: distinguish an action from a new customer
Use a worked acquisition funnel to compare cost per action with customer acquisition cost, including repeat purchases, sales costs, and conversion lag.
Attribution ·
First-touch vs last-touch attribution: one journey, two answers
See how first-touch and last-touch rules assign credit, why lookback and direct-traffic rules matter, and what a model comparison cannot prove.
Measurement ·
ROAS vs ROI: when a strong revenue return still loses money
Calculate ROAS and ROI from the same campaign, then see how product costs, refunds, and your chosen denominator change the decision.
Attribution ·
Revenue attribution: connect campaigns to actual payments
Follow a worked customer journey from campaign click to payment, then check revenue definitions, refunds, identity gaps, and attribution rules.