Multi-touch attribution (MTA) is having a moment. In this episode, Brad Redding (Founder of Elevar) is joined by Jacob Rokeach (Founder, Fluency Firm) and Fei Wang (Founder, SourceMedium) for a brutally honest, insight-packed deep dive into where MTA stands today—and where it’s headed in an AI-dominated future. This episode covers: What’s changed in the past year in attribution expectations and tooling The real-world complexity behind UTM data, funnel depth, and session gaps Why many brands are ...
Jun 18, 2025•39 min•Ep. 115
OmniAds are here — and the results are insane . In this episode, Brad Redding (Founder @ Elevar) is joined by Kevin Goodwin (VP Strategy @ New Engen) to break down how Meta’s new Omni Ads campaign type is helping brands with physical retail unlock massive offline growth. You’ll learn: What Omni Ads are and why Meta is prioritizing them How a national retailer saw a 307%+ lift in in-store purchases How to set it up in Elevar in under 60 seconds What creative works best (and what doesn't) The real...
Jun 11, 2025•26 min•Ep. 114
In this episode, Brad Redding and email/SMS expert Ben Zettler break down the must-have flows , segmentation tactics, and personalization strategies that actually move the needle for DTC brands. From the 3 core automations every brand should have (but many still don’t), to zero-party data strategies, dynamic content in Klaviyo, and how to turn transactional emails into repeat purchases—this is a masterclass in lifecycle marketing that drives real revenue. Ben also shares his take on what not to ...
Jun 04, 2025•38 min•Ep. 113
Learn about the evolving landscape of SEO, particularly in relation to Shopify's recent AI-specific updates and the implications of large language models (LLMs) on search and eCommerce. Brad and Sam also explore key changes from Google Marketing Live, the impact of AI on organic traffic, and actionable takeaways that brands can implement today to get ahead of the changes. Key Topics: - Introduction to SEO Changes and LLMs - Shopify Editions - Google Marketing Live Hot Takes - The Evolution of Se...
May 28, 2025•26 min•Ep. 112
Today's episode explores the reasons behind the hesitation brands might feel when considering switching their implementation of Meta pixels (e.g. Native Shopify => Elevar), we discuss the architecture and implementation of effective split tests, and we outline the key metrics and strategies for evaluating pixel performance.
Oct 24, 2024•18 min•Ep. 111
Today, we're diving deep into the world of checkout extensibility, a hot topic that's been reshaping Shopify's checkout process for increased security. We'll explore how these changes impact tracking and what's necessary for a seamless transition. We will walk you through three critical takeaways: understanding the differences between checkout and thank-you page extensibility, the implications of Shopify's removal of checkout liquid, and moving your tracking scripts into Shopify's new web pixel ...
Oct 17, 2024•15 min•Ep. 110
Enriching customer data is becoming more critical for retail and eCommerce brands to help better personalize marketing messaging. Learn how personas are creating using a variety of data sources matching to customer keys, how millions of customers are analyzed across thousands of dimensions, and the benefits to key marketing channels.
Oct 03, 2024•20 min•Ep. 109
Every platform, like Meta, Google, and Klaviyo, want (need) a way to identify new and returning users to help maximize the ROI on your campaign performance. Historically this was primarily done through cookies. But over the last several years there have been solutions, like Elevar and others, that have focused on helping these platforms extend their lookback window. Learn the nuances of how User IDs work and their impact on performance.
Sep 18, 2024•17 min•Ep. 108
In this new series, listen to Brad and Jon share 3 critical things to know about Meta's Event Match Quality score. What's their purpose, how they are scored, and most importantly what is their impact on your campaign performance. You might be surprised at what you learn on this episode!
Sep 11, 2024•16 min•Ep. 107
In today's episode, Brad Redding and Jon Cairo are joined by Jonathan Snow of The Snow Agency / Avenue Z. We dove into the future of advertising, critiqued Apple's privacy stance, and highlighted the power of TikTok Shop for affiliate marketing. Jonathan shared insights on leveraging user-generated content over high-budget videos and emphasized the importance of strong commission offers to attract affiliates. We also discussed the rise of social commerce, third-party attribution tools, and the p...
Jun 05, 2024•31 min•Ep. 106
In this episode Brad Redding and Jon Cairo are joined by Mikko Rekola from Woolman to discuss whats new with Shopify Markets, how brands in Europe are doing that have removed all Meta and Google tracking, Shopify's enterprise move, and where brands are moving on to from Google Analytics. ----- We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization. ----- Links Referenced: Woolman Ellis Connect with Mikko ----- And if you're new to Eleva...
May 09, 2024•41 min•Ep. 105
In this episode Brad Redding and Jon Cairo are joined Scott Zakrajsek from Power Digital to talk about blended approaches to attribution with MMM/MTA, geo-testing holdout strategies, demand creation channel measurement (ex. Youtube), customer LTV analysis and actions to take, and the current state of CDPs for eComm brands. ----- We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization. ----- Links Referenced: Connect with Scott on LinkedI...
May 02, 2024•44 min•Ep. 104
This week is a jam packed episode with privacy compliance experts to help you understand and navigate the nuances of privacy law around data tracking in the US and Europe. You'll learn about gotchas getting brands in legal trouble today, when you need to get serious about compliance for your brand, the steps to take to get and remain compliant, and what is changing in the US in 2024. Plus you'll hear Q&A from Elevar's Vishal Gor and Felipe Maté with questions we receive daily from Elevar cus...
Apr 25, 2024•50 min•Ep. 103
In this episode Brad Redding and Jon Cairo are joined by Jacob Cook, Founder of Tadpull, to get into the weeds on data warehousing, ML and AI use cases within your data warehouse, how to sell data executives, how quality data can drive better personalization and journeys, plus much more in this jam packed episode. ----- We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization. ----- Links Referenced: Tadpull Sean from Tydo Puma Post Puma ...
Apr 16, 2024•37 min•Ep. 102
In this episode Brad Redding has Ben Zitney (Product Manager at Daasity) on to talk about how to provide value from your data analysis to your internal stakeholders. We discuss prioritizing taking action, forecasting, why 100% of a/b tests are educational, where you will waste time and opportunity costs, and why thinking like a Product Manager will help you crush every presentation and meeting. ----- We release new episodes every week that go deep into the world of tracking, analytics, and conve...
Apr 09, 2024•35 min•Ep. 101
In this episode Brad Redding and Jon Cairo have Elevar Alum and now CRO lead at Cotopaxi, Kirby Crook, to talk all things CRO. We talk CRO brand vs agency differences, how Cotopaxi leverages 3 core customer feedback mechanisms throughout the year to drive insights across the business, tools and personalization, and we go through 2 Guess The Test examples from experiments that Kirby has executed with Cotopaxi. ----- We release new episodes every week that go deep into the world of tracking, analy...
Apr 02, 2024•43 min•Ep. 100
In this episode Brad Redding and Phillip Crow share 10 use cases of how to enrich and score your customer list to extract more incremental profit from your marketing efforts. Examples include finding hidden gems that appear like your best customers, identifying what retail locations have the highest density of customers that look like your best customers, calculating your TAM compared to your competition, identifying what channels are most likely to convert customers and when, when your best cus...
Mar 07, 2024•28 min•Ep. 99
In this episode Brad Redding shares 9 trends that he's seeing to start the year. These trends are from customer conversations, support tickets, what's being talked about at various events, etc. Trends discussed include: Shopify's AI future, Meta segmented conversions, segmented zero party data collection, TikTok Shops (and whats next), and more Consent updates. ----- We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization. ----- Links Re...
Feb 23, 2024•23 min•Ep. 98
In this episode Brad Redding talks about the concept of Propensity Scoring -- what it is, how these models are built, the benefits to improving marketing ROI for brands, and a few real life examples. You already see flavors of this in your marketing tools today -- like Klaviyo's expected next order date on user profiles. Expect to see more of this in 2024. ----- We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization. ----- Links Referen...
Feb 07, 2024•29 min•Ep. 97
In this episode Brad Redding, Founder & CEO of Elevar and Jim Swift, CEO of Buxton, discuss the acquisition and what this means for the world of D2C and Retail brands. You'll learn a bit about Buxton's history, the technology behind Buxton, and what it brings to Elevar's customers. Elevar + Buxton coming together creates an omnichannel powerhouse empowering brands to create exceptional customer journeys and implement true personalized 1:1 marketing strategies -- tune into this episode to hea...
Jan 17, 2024•27 min•Ep. 96
In this episode Brad Redding and Jon Cairo have John Tucker, a Senior Data Analyst at CQL, to share segmentation tips for your Q4 purchasers that should be considered in email and SMS flows, how to leverage these segments in your 2024 larger marketing campaigns, gotchas of Q4 year over year data analysis, and how to think about maximizing audiences across your marketing stack. ----- We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization...
Jan 09, 2024•39 min•Ep. 95
In this special episode Brad Redding, our Founder & CEO, shares 4 frameworks that you can use in your own 2024 forecasting. You'll learn about the L4 forecasting model and how this grounds reality, a 10 year -> 3 year -> 1 year strategic plan process, pre-loading your calendar for all of 2024 with your big rocks (including personal initiatives, too!), and a trick learned from David Cancel (Founder of Drift). ----- We release new episodes every week that go deep into the world of tracki...
Dec 13, 2023•32 min•Ep. 94
In this episode Brad Redding will share recent updates from the last month in the world of privacy and compliance. The big announcement was Google Consent Mode v2 which has major implications for EEA/EU advertisers that you need to be aware of and make plans to update to. You'll also learn about the Firefox test in Germany that is auto-blocking all cookie consent banners auto-magically and what this may mean for future. Never a dull day in the world of tracking! ----- We release new episodes eve...
Dec 06, 2023•24 min•Ep. 93
Brad is joined by Drew Marconi, Co-Founder & CEO of Intelligems, to talk price optimization. You'll learn about some of the data and experiments that brands have run with Intelligems, why 95% have found better pricing packages, some creative BFCM campaign testing Drew is seeing brands perform, and how to continue pricing optimization through the end of year and into January. ----- We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimizati...
Nov 21, 2023•32 min•Ep. 92
Brad and Jon catch up on a variety of topics including GA4 reporting quirks to be aware during holiday analysis, views on our analysis done on iOS17 traffic so far, what we think big platforms really care about customer data wise, the YouTube Ad Blocker legal fight going on in Europe, and data pipelines. ----- We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization. ----- Links Referenced: Purchase Event Grouping from Elevar Youtube AdBl...
Nov 16, 2023•35 min•Ep. 91
Today's episode features Brad Redding and Mohammed Hedadji talking about the crossroads of privacy and performance marketing. In this episode you'll learn about anonymized data modeling & accessibility, the direction of SmartBidding and campaign consolidation in Paid Platforms, how marketing organizations should weigh their options when it comes to building the data infrastructure to support at-scale paid marketing, and how a walled garden future may look for eCommerce and media brands. Conn...
Nov 03, 2023•44 min•Ep. 90
Today's episode features Brad Redding and Ben Zettler retrospecting on last year Q4 and how to pull insights into 2023. You'll learn about enriching Klaviyo profiles for better flow segmentation, what brands crushed holiday last year and how, what types of promotions Ben sees fall flat, and some last minute tips that anyone could implement in a few minutes to maximize holiday. ----- We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization...
Oct 26, 2023•37 min•Ep. 89
We're back after a 2 week hiatus as we prepped for our Elevar Summit 2023! In this episode you'll hear 10 tips to ensure your conversion tracking is accurate throughout the Q4 holiday season + some quick suggestions to maximize site speed performance. ----- We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization. ----- Links Referenced: Elevar Summit Full Replay Post Purchase Upsell Tracking Checkout Extensibility Upgrade Klaviyo Server-...
Oct 13, 2023•17 min•Ep. 88
Learn about the step by step tracking nuances of Shopify's new One Step Checkout with Brad Redding (Founder & CEO @ Elevar). He talks through how each step is tracked via native GA4 Channel, Web Pixel API, Webhooks, and nuances of post-purchase upsells, accelerated payment methods, etc. ----- We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization. ----- Links Referenced: Elevar Summit Shopify One Page Checkout Checkout Extensibility...
Sep 28, 2023•24 min•Ep. 87
Brad Redding is joined by Alex Romac of Tydo to talk through a short list of last minute adjustments that Alex might make for BFCM strategy. The core of this is building what Alex calls Opportunity Segments from your historical customer data, marketing around these segments, and prioritization. Alex used to own and operate a 3PL so you'll also learn how Alex handles inventory management during peak holiday....what happens when your best seller is sold out? What if it's under-performing? How to s...
Sep 15, 2023•34 min•Ep. 86
