AI Conversation Metrics That Belong in Ecommerce Reporting
Brands need AI conversation metrics their dashboards were never built to track.
Marco Quintero-Vidal
Contributing Analyst
Marco Quintero-Vidal
Marco spent five years inside a performance marketing agency running media mix modeling projects for retail and subscription clients before launching his own measurement consultancy. He writes about the practical tradeoffs practitioners face when choosing and stress-testing attribution approaches.
7 stories
Conversion Rate Denominators and Why They Differ by Platform
Platform differences in session definitions create incompatible conversion rates.
Marco Quintero-Vidal
Comparing Platform-Reported ROAS Across Meta, Google, and TikTok
Each platform measures ROAS differently, making their dashboards incomparable without adjustment.
Marco Quintero-Vidal
Marketing Mix Modeling Feasibility for Sub-50M DTC Brands
When MMM makes sense for smaller DTC brands and when it doesn't.
Marco Quintero-Vidal
Holdout Testing Cadence and Cannibalization Risk
Timing holdout tests wrong corrupts your baseline and makes results untrustworthy.
Marco Quintero-Vidal
Incrementality vs Conversion Rate Lift as Proof Standards
Incrementality testing isolates causation; conversion lift only measures correlation.
Marco Quintero-Vidal
Attribution Window Choices and Their Revenue Reporting Impact
Different attribution windows explain why your dashboard and bank account never agree.
Marco Quintero-Vidal