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The BFCM Index: three years of Black Friday performance, broken down by channel.

Explore the index

Pillar III

Know which spend is working.

We reconcile every channel against what Shopify actually banked, then prove real lift with holdout testing. You optimise to one honest number, not four platforms each claiming the same sale.

Start a measurement programme
+2.4xBlended ROAS improvement
-31%CPA reduction
1Source of truth
GooglePremier Partner
ShopifyPlus Partner

THE MODEL

Know which spend drove the sale, not which platform claimed it.

Every ad platform takes credit for the same sale. Add up what they each report and you are counting the same revenue several times over. We reconcile every channel against what Shopify actually banked, so you optimise to one honest number instead of four inflated ones.

Then we prove it. Geo-holdout tests measure the real lift of each channel against a genuine control, so you know what your spend caused, not just what it sat next to. Senior specialists build the model and read the result; AI keeps the pixels, feeds and reconciliation running underneath so the number stays trustworthy between reviews.

MEASUREMENT · DEEP DIVES

Every measurement layer, modular.

Each capability is a dedicated programme inside the measurement pillar. Explore the deep dives.

Open Attribution

MEASUREMENT · ATTRIBUTION

Attribution

Meta, Google, TikTok and Klaviyo all take credit for the same purchase. We reconcile platform-reported revenue against your Shopify actuals, then prove real lift with holdout testing, so budget decisions rest on numbers you can trust.

Open Lifetime Value Analysis

MEASUREMENT · LIFETIME VALUE

Lifetime Value Analysis

We model cohort LTV, CAC payback and per-channel ratios on the same dashboard your finance team reads. A specialist walks the assumptions weekly and turns the output into CPA ceilings for Meta, Google PMax and TikTok, so bidding never outruns what a customer is actually worth.

Open Custom Data Dashboards

MEASUREMENT · CUSTOM DASHBOARDS

Custom Data Dashboards

We build CFO, growth, retention and board views on one warehouse-backed source of truth, so nobody argues about whose number is right. Dashboards refresh before your trading day starts, and the numbers a specialist works from are the same ones you see at QBR.

Open Platform and Data Migration

MEASUREMENT · PLATFORM MIGRATION

Platform and Data Migration

Shopify replatforms, ESP switches, attribution tool changes, warehouse moves: we run the new platform side by side with the old one and reconcile daily. We only cut over once revenue, customer IDs and event counts match, and you see the parallel-run dashboard from day one.

Open Datafeeds, Pixels and Tracking

MEASUREMENT · DATAFEEDS AND TRACKING

Datafeeds, Pixels and Tracking

We own the feeds, pixels, Conversions API and UTM structure that every paid and retention dollar relies on, across Google Shopping, Meta Catalog, TikTok Catalog and your tag stack. We audit coverage continuously, so you see event health, feed errors and match quality on the same dashboard we work from.

Open Data Warehouse and Activation

MEASUREMENT · DATA ACTIVATION

Data Warehouse and Activation

We push customer match, predictive cohorts, suppression lists and value-based bidding signals from your warehouse into Meta, Google, TikTok, Klaviyo and Attentive on a regular schedule. We monitor match rates, and results show up on the same dashboard you already read.

BY THE NUMBERS

+2.4x

Blended ROAS improvement

-31%

CPA reduction

1

Source of truth per account

2014

Operating since

CASE STUDIES

Measurement in practice.

Boody
Multi-fold search revenue lift

Boody

fashion

Sustainable basics scaled into a multi-country growth engine

A sustainable basics brand with international ambitions needed acquisition and measurement to catch up with its product. We rebuilt the storefront, the testing programme and the channel mix to power growth that keeps paying off across more than a dozen markets.

View case study
MCoBeauty
Hero-SKU led, measurement honest

MCoBeauty

beauty

Acquisition and measurement rebuilt for a mass-prestige beauty brand

A mass-prestige beauty brand selling across DTC and major retail needed a sharper read on what was actually driving sales. The work centred on acquisition discipline, measurement rigour and creative built around hero SKUs.

View case study
Poppy Lissiman
3x

Poppy Lissiman

fashion

The support in the next room.

An accessories and eyewear label expanding fast overseas needed its storefront, measurement and acquisition engine rebuilt as one system. The rebuild carried the brand through its next phase of international growth.

View case study

TALK TO THE TEAM

Talk to a strategist, not a salesperson.

A response within one business day.

50+brands
$750M+GMV
10+years