Why your Shopify, Meta and Google numbers never match
Attribution windows, conversion definitions and time zones — where the gaps come from, and what to align on instead.
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From the operator's desk
Methods and thinking for running DTC growth — GEO, data diagnosis and operating efficiency, written for people who actually do the work.
Manual diagnosis is always a beat behind
The delay lives in waiting, not analysis — turn diagnosis from a weekly ritual into a daily pipeline.
Read article →Will AI search recommend your brand? A GEO primer
What generative engines tend to quote, why some brands never appear in answers, and the three steps to start closing the gap.
Read article →GMV = traffic × conversion × AOV × repeat
When “grow the business” is too vague to act on, decompose it into four levers — and pull exactly one at a time.
Read article →Five dashboards, one afternoon, still no answer
The real cost of manual reporting isn't the time alone — it's that stitching data never produces a conclusion.
Read article →Get the loop running on your own data
Connect your store and platforms — Iko writes the morning briefings so you don't have to.
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