Revenue reconciled,
not platform-inflated.
Shopify-first ecommerce, attributed properly. We reconcile ad platforms against orders, plug checkout leaks, and rebuild the second-order economics that determine whether growth compounds.
First-order margin is thin. The second, third and fourth aren't.
Modern DTC and ecommerce economics live or die on repeat rate. First-order margin is often flat or negative after CAC, shipping and returns — so any growth model that ignores retention is really an acquisition tax.
Contribution margin is the number.
- Ad platform revenue commonly overstates landed Shopify revenue — budget follows the wrong signal
- Under-invested brand and organic show up as rising paid dependence next year
- Repeat-rate lifts fall almost directly through to contribution margin
- Inventory sold out on bestsellers with paid still running is pure margin loss
Who this is built for.
DTC and multi-channel consumer brands from £3m to £150m — typically on Shopify or a headless commerce platform, Klaviyo, Meta and Google Ads, TikTok, and a small in-house growth team supported by specialist partners. The stack is connected; the reconciliation isn't.
Ad claims, Shopify evidence, honest limits.
- Meta, Google, TikTok — each reports the revenue it believes it caused
- Retail media and affiliate — separate windows, separate models
- Summed, platform-claimed revenue commonly exceeds landed Shopify revenue
- Shopify orders, refunds, discounts and returns
- GA4 sessions and server-side events
- Klaviyo / email attribution and consent state
- Finance — recognised net revenue
- iOS 14+, ITP and consent posture reduce deterministic tracking
- View-through and cross-device paths remain probabilistic
- Attribution windows differ between platforms and are documented, not glossed over
One reconciled view that operators, marketing and finance work from — with confidence bands and known gaps documented, not hidden. This is a reconciled view, not a claim of perfect attribution.
Where DTC economics actually live.
- Cohort economicsRepeat-rate economics
- 01First-order cohortBy channel, category, offer
- 02Onboarding · welcomePost-purchase, review, cross-sell
- 03Second orderThe moment DTC economics get real
- 04Repeat & loyaltyCategory cadence, subscription, VIP
- 05Lapsed & win-backModelled by expected value
Where the money leaks.
- Ad platforms reporting revenue materially higher than Shopify's landed number — budget follows the wrong signal
- Mobile checkout drop-off consistently higher than desktop, uncaught for months
- Brand and organic revenue systematically under-credited — so investment starves
- Lifecycle programmes optimised for send volume, not for cohort curves
- Bestsellers going out of stock with paid traffic still active
- Returns treated as ops overhead rather than a contribution-margin line
What Attributed builds.
- Full-funnel media reconciled against Shopify orders, not GA4 sessions
- Creative testing programme measured against first-order and second-order revenue
- PDP, cart and checkout diagnostics, mobile-first
- Express payment, shipping-cost transparency, form-field reduction
- Cohort economics by acquisition channel, category and offer
- Lifecycle programme redesigned around cohort decay, not send calendar
- Reactivation and win-back with expected-value modelling
- Weekly reconciled revenue view for founders / commercial leadership
Who does the work.
A senior paid operator owns platform strategy and creative testing. A senior CRO / ecommerce operator owns PDP, cart and checkout. A senior lifecycle operator owns Klaviyo, second-order triggers and reactivation. A senior measurement operator owns the reconciliation with finance.
What Intelligence surfaces for ecommerce.
- Findings — channels whose platform-claimed revenue diverges from Shopify; mobile drop-off outside baseline
- Recommendations — creative rotations, PDP tests, checkout rebuilds, lifecycle changes tied to contribution
- Alerts — bestsellers approaching stockouts with paid live, tracking regressions, consent drops
- Implementation Packs — GA4 ↔ Shopify reconciliation, mobile checkout rebuild, cohort lifecycle redesign
Where we sequence first.
- 1Reconcile Shopify against the ad platforms
One weekly revenue view founders, media leads and finance work from — with confidence bands.
- 2Fix the highest-value checkout leak
Mobile-first, based on where the £ impact is largest rather than the vanity conversion.
- 3Rebuild lifecycle around cohort decay
Replace calendar sends with cohort-triggered programmes that compound contribution margin.
- 4Instrument reactivation by expected value
Score lapsed customers continuously; win-back against expected LTV, not blanket discounts.
- 5Publish reconciled MER and repeat rate weekly
Board-ready commercial narrative with what changed, why and what to do next.
How we know it moved.
- Every checkout change ships with a rollback plan and mobile-first QA checklist
- Reconciliation views documented with attribution windows and known gaps
- Lifecycle changes measured on holdout so uplift is measurable, not inferred
- Every material change opens an Implementation Pack with named owner and success metric
What we report against.
Media, checkout and lifecycle on one attribution model.
Full-funnel media priced against Shopify orders and second-order revenue, not GA4 sessions.
PDP, cart and checkout diagnostics — mobile-first, tested against baseline before scaling spend.
Cohort decay drives lifecycle and reactivation; loyalty pays back against contribution margin.
One reconciled revenue view across ads, GA4, Shopify and finance — refreshed weekly.
Related routes into the same system.
Enquiry economics for high-consideration consumer categories.
Cohort retention and CAC payback as the P&L.
Two-sided liquidity attributed on one model.
Reconciled revenue view across ads, orders and finance.
Reconcile orders, refunds, discounts and repeat behaviour against GA4 and paid.
Book a Growth Review.
Connect Shopify and Google Ads read-only. We'll walk through the reconciliation gap in the session.