For a lot of ecommerce brands, Amazon feels like gravity. You can debate it, but eventually you deal with it. It has the reach, the trust, the Prime-conditioned customer base, and usually a few resellers already listing your products whether you showed up or not. But gravity has a cost. The question every brand should…
The Merchant Center mistakes that matter aren’t the obvious ones. Everyone knows about disapprovals. The diagnostics tab waves a red flag, somebody fixes it, life goes on. The problems that actually cost you money are subtler. They sit in the soft warnings. They show up as silent throttling. They never trigger an alert email. A…
Google Merchant Center has roughly 60 google feed attributes you can populate. Maybe 8 of them actually move performance. The rest are either required to keep your products approved, cosmetic, or only matter in specific categories. Confusing those buckets is how feed work eats weeks and delivers nothing. I’m Kevin Wetherby. I spent 19 years…
Most feed audits are useless. A consultant pulls a CSV, runs it through a free online tool, and hands you a 40-page PDF flagging that 200 products are missing a color attribute. Nobody fixes anything because nobody knows which 200 products are dragging down ROAS and which 200 don’t matter. I’ve been doing this for…
If you only ever fix one thing in your feed, fix titles. Titles do more work than any other field. They tell Google which queries to match you to. They drive click-through rate. They control a chunk of how your relevance score gets calculated. And they’re the field most advertisers leave on autopilot. A bit…
GA4 answers the questions Google decided to pre-build reports for. That’s a useful list, but it’s a small list once you start running real money through paid media. Below are six questions I get asked all the time by clients spending $3-50K/month in Google Ads. None of them can be answered in the GA4 UI…
If you’re making Google Ads decisions based on the ROAS number in the platform, you’re almost certainly optimizing toward the wrong thing. I’m not being dramatic. In every audit I run for a new client, the first exercise is reconciling Google Ads ROAS against what actually hit the bank account. The two numbers rarely match,…
GA4 + BigQuery Behavioral Modeling: How We Grew Revenue 33% on Flat Traffic An ecommerce client came to us with the problem I hear frequently from brands in the $30–50k/month ad spend range: the account was working, but nobody could explain why it was working, and nobody had a defensible plan to make it work…
Upper-Funnel Incrementality Case Study: 67% Revenue Lift Upper-funnel incrementality case study: a national brand’s themed product launch A national consumer brand spent six figures on Demand Gen and YouTube ads tied to a themed product launch. Their marketing team needed to know whether the spend actually moved the business. Impression counts weren’t proof. Upper-funnel reporting…
GA4 vs BigQuery: what’s the difference (and why it matters) Short version: GA4 is a reporting tool. BigQuery is a data warehouse. If you only run GA4, you’re limited to the questions Google decided to pre-build reports for. For most businesses spending under $10K/month on ads, GA4 alone is fine. Once you’re past $30K/month, you…