Where e-commerce revenue numbers come apart, why each system disagrees, and what to do about it. Written for operators, not analysts.
The whole picture: why four systems produce four totals, and which one belongs in your P&L.
Attribution windows, session tracking and timezone boundaries, and why all three totals can be correct.
Why a healthy ROAS and a negative contribution margin routinely describe the same campaign.
The difference between a touchpoint being present and a touchpoint being the reason.
Gross, net, total and settled. Four numbers, one month, and how to tie them together.
The default window, what Apple MPP broke, and what your real email contribution looks like.
What size gap is normal, and how to tell a normal gap from a broken tag.
Why the parts add up to more than the whole, and how to size the overlap.
Support tags surface product and margin problems weeks before finance sees them.