I help e-commerce owners understand:

Your sales total moved, but one number can’t tell you whether the store gained or lost real momentum. Was it fewer orders, smaller orders, heavier discounts, more refunds, or a different mix of products?

Questions I help answer

• Why did my sales go up or down?
• Did I receive more or fewer paid orders?
• Did customers spend more or less per order?
• How much did product mix, prices, discounts, and refunds change sales?

When the two disagree, it is hard to judge your marketing, conversion rate, or revenue. GA4 may miss paid orders, count a purchase twice, or record the wrong amount.

Questions I help answer

• Which paid Shopify orders are missing from GA4?
• Which GA4 purchases were recorded more than once?
• Which GA4 purchases have no matching paid Shopify order?
• Which purchases were recorded with the wrong amount?
• How much of my reported revenue is affected by these problems?

Meta reports its own purchases, but a reported purchase is not automatically a confirmed paid Shopify order, let alone an order with estimated profit after recorded costs. Before changing a budget, you need to know how much ad activity can actually be linked to real orders.

Questions I help answer

• How do Meta’s reported purchases compare with my paid Shopify orders?
• Which campaigns spend money without producing enough confirmed sales?
• Which campaigns look successful in Meta but bring weak sales or estimated profit?
• How do confirmed sales and estimated profit compare across campaigns linked to paid orders?
• How much of my ad activity can be matched to real orders before I change the budget?

Why customers buy

Visitors arrive from ads, search, and links, and land on different pages. Some paths end in paid orders; others create traffic and little revenue.

Questions I help answer

• What path do visitors take from a landing page to product, cart, checkout, and payment?
• How does that behavior differ by landing page and advertising source?
• Did the checkouts recorded in GA4 turn into paid Shopify orders?

Why customers leave

You may get visitors and even checkout starts, yet lose most people before payment. The cause could be the traffic, the offer, the website, or the tracking.

Questions I help answer

• Where do most customers leave before buying?
• Does the pattern suggest a website problem, a change in visitor quality, or a tracking problem?

Why customers return

A first sale is expensive to win. The next question is whether those customers come back and become worth the cost.

Questions I help answer

• How many customers buy again, and how long do they take?
• How do customers acquired in different periods compare?
• Which customer groups bring the most repeat sales and estimated profit?
• Which products and marketing sources bring customers who keep buying?

A product can sell well and still leave very little after discounts, refunds, shipping, fulfillment, payment fees, and disputes. I calculate estimated profit from the costs you can document; costs outside your records, such as payroll, rent, or agency fees, are not included.

Questions I help answer

• How much money remains after discounts, refunds, and recorded costs?
• What do product, shipping, fulfillment, payment, and dispute costs add up to?
• Which products sell well but leave little estimated profit?
• Which individual orders lose money after recorded costs?
• Which costs caused my margins to rise or fall?

A payout is not supposed to equal sales exactly, because processing time, fees, refunds, and disputes all sit in between. The part that stays unexplained is what needs your attention.

Questions I help answer

• Do Shopify payments, refunds, fees, disputes, balance transactions, and payouts reconcile?
• Which transactions cannot be matched?
• Which differences come from normal payment-processing time?
• Which differences are documented adjustments, and which remain unexplained?
• What is the dollar value of transactions that still need investigation?

A discount can lift orders while lowering profit. A bundle can sell well while replacing the same products bought separately.

Questions I help answer

• How much sales and estimated profit come from discount codes and automatic promotions?
• Which promotions are attached to orders that lose money?
• Do higher order values also produce higher estimated profit?
• How do bundles compare with the same products sold separately?
• Did bundle sales grow while sales of related products fell?

Requires Shopify, subscription-platform, and payment records.

A cancellation is not the same as a temporary payment failure. Mixing them can make retention and revenue look worse, or better, than they are.

Questions I help answer

• Which customers canceled, and which had a temporary payment failure?
• How many failed payments were later collected?
• Why did my monthly subscription revenue change?
• How much came from new subscriptions, upgrades, downgrades, cancellations, payment failures, and recovered payments?
• Which subscriber groups have weak retention or estimated profit after costs?