Data & measurement
Acquisition, conversion or retention: how to find where your problem is
Revenue stalled and the reflex is to spend more on ads. Compare three numbers, new customers, conversion rate and repeat purchases, to find what broke.
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Data & measurement
Sales closed on WhatsApp and paid via Yape: why your campaign misses them
In Peru, a large share of small sales close on WhatsApp and get paid through Yape or Plin, outside any checkout. How to recover that sale for your ad reporting.
Data & measurement
LTV with high inflation: the number that grows even when customers do not spend more
In Argentina, LTV in local currency rises on its own, carried by prices. How to separate real customer value from inflation noise, cohort by cohort.
Data & measurement
Attribution models: why last click is lying to you
Last click gives all the credit to the channel that closes and none to the one that created the demand. What each model rewards and which one fits your decision.