80% of store visitors leave without buying. more like this at addtocart.com.au 🎙️

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Every ecommerce team I've worked with has the same argument running quietly in the background. How much goes to Meta, how much goes to Google, and who gets credit when a sale comes through. Usually it gets settled by whoever argues hardest, or who believes in which channel the most, or an old attribution model nobody's questioned in two years.

And the numbers everyone's arguing with come straight off the ad platforms. That's the whole problem. Add up what Meta, Google and your email tool each claim, and you'll land north of two hundred percent of the revenue that actually hit your bank account. Everyone's taking credit for the same sale.

In this Playbook, we break down how to match your channel mix to what each campaign is actually trying to do, why you can't trust the platforms to mark their own homework, and how to bring in independent measurement that's right-sized for your business. Featuring lessons from Paula Mitchell at Freedom, Emilio Murphy at Muscle Nation, Iain Calvert at Boom, and Adam Sharon-Zipser.

Brands and tools mentioned: Freedom, Muscle Nation, Boom, Meta, Google, Pinterest, TikTok, Instagram, Klaviyo, mixed media modelling (MMM), marketing efficiency ratio (MER), incrementality testing
This episode is brought to you with thanks to our partners:

🛍️ Shopify → https://www.shopify.com/au
📧 Klaviyo → https://www.klaviyo.com/au/

Connect with us on LinkedIn:
👤 Paula Mitchell → https://au.linkedin.com/in/paula-mitchell-au
👤 Nathan Bush → https://au.linkedin.com/in/nathbush
👤 Rosa Willis → https://www.linkedin.com/in/rosa-clara-willis-23761066/
🎙️ Want to be a guest or sponsor on Add To Cart? → https://www.addtocart.com.au/contact

📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe

💬 Join the Add To Cart Community → https://community.addtocart.com.au/feed

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Why does the world trust Australian beauty brands on sight? Check this Episode #613 at addtocart.com.au 🎙️

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Men vs. Women shopping styles! Women: "I love it, I’m buying it." Men: "It's raining. I need two of everything and I'll take it in four colors, thanks." Who else relates to the "predictable" shopper? 🛒 Episode #635 at addtocart.com.au 🎙️

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