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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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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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WooCommerce stores can finally use Bratrax

Jul 9, 2026

We’re opening the first WooCommerce wave.

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The Dashboard

The Dashboard

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