The Dashboard
Weekly notes on building Bratrax, buying media, and making sense of performance data — without the BS.
Jul 22, 2026
The marketing industry believes two things at once — and nobody seems bothered by how ridiculous they are.
Jul 19, 2026
We were looking at renewals for an ecommerce company — when the histogram split in two.
Jul 16, 2026
We’re closing this after 25 stores or one week.
Jul 15, 2026
“Direct” usually means the tool gave up.
Jul 13, 2026
Plugins, checkout flows, referrers, UTMs, order metadata. It gets messy fast.