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The Dashboard

Weekly notes on building Bratrax, buying media, and making sense of performance data — without the BS.

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Eight seconds of attention, 30 days conversion window. Pick one.

Jul 22, 2026

The marketing industry believes two things at once — and nobody seems bothered by how ridiculous they are.

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The Average Customer Who Doesn't Exist

Jul 19, 2026

We were looking at renewals for an ecommerce company — when the histogram split in two.

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Last call for the first WooCommerce wave

Jul 16, 2026

We’re closing this after 25 stores or one week.

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Your WooCommerce revenue should not disappear into Direct

Jul 15, 2026

“Direct” usually means the tool gave up.

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Why WooCommerce attribution breaks differently

Jul 13, 2026

Plugins, checkout flows, referrers, UTMs, order metadata. It gets messy fast.

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The Dashboard

The Dashboard

Weekly notes on building Bratrax, buying media, and making sense of performance data — without the BS.