A quick note to wrap 2025 and share a few things we're carrying into 2026.
First: measurement didn't magically get simpler — but our toolkit got more complete.
We've known for a long time that platform-reported performance isn't the whole story. What changed in 2025 is that we started using multi-touch attribution more consistently (typically Kendall.ai), alongside Shopify and platform data — and we got better at triangulating when those sources disagree. We've also been able to give product-direction feedback to partners as we've integrated and pushed on tooling (similar to how we worked with AdNova.ai).
Second: we invested heavily in systems and reporting.
We stood up automated Google Sheets reporting at scale with robust filtering + true time-series handling, plus automated Slack alerts. We also built full dashboards for select clients that pull performance from Shopify + multiple ad platforms in one place, so we spend less time reconciling definitions and more time making decisions.
Third: we tested "better inputs," and we're keeping our conclusions honest.
We onboarded multiple event data enrichment partners to improve Meta/Google signal quality. Did it always produce clear performance lift? No — and that's exactly why testing it mattered. On the customer-voice side, we've used post-purchase surveys for years, but in 2025 we got more systematic about extracting trends from product reviews at scale (and turning that into creative angles and merchandising insights).
Fourth: we built a little more than we used to.
I built my first Meta Ads bulk editor app via Claude Code. We also integrated several AI platforms into daily workflows — not as a "cool demo," but to reduce time spent on repetitive work and speed up analysis.
And one additional note: we joined Workspace6 this year to compare notes with other operators and media buyers. Not every community is useful, but it's been a solid place to swap tactics and pressure-test ideas.
Onward into 2026
We're staying focused on fundamentals — clean measurement, fast iteration, strong creative, and building systems that make it easier to do the right thing repeatedly.
Happy New Year — let's get after it.