BY TEAM // FOR ECOMMERCE
Ecommerce marketing analytics for DTC brands
Ecommerce marketing analytics for a DTC brand have to reconcile what the ad platforms claim with what the store actually banked. MixedMetrics blends Shopify and Stripe revenue with ad spend from Google, Meta, and TikTok, plus email from Klaviyo and HubSpot.
read-only connectors // blended truth // no PII exposure
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Illustrative example figures · not a customer account · your own stack connects read-only
The Blend Board gives you blended ROAS, blended CAC, MER, LTV, and revenue by channel, so you scale on real economics instead of inflated platform ROAS. The AI layer flags what changed and where money is leaking, like a winning channel whose CAC just crept past its LTV. Connectors are read-only, data is aggregated with no PII, and we never move money.
Blended across ad, sales, and ecom
Read-only connectors
Why it works
What you get with for ecommerce
Real economics
Scale on blended ROAS, MER, and LTV instead of inflated platform numbers.
Store plus channels
Shopify and Stripe revenue blends with ad and email spend in one place.
Margin protected
AI flags when a channel CAC creeps past LTV so you cut before it hurts.
What it covers
Connect, blend, and see what is driving revenue
MixedMetrics turns scattered platform numbers into one blended read-out of ROAS, CAC, MER, and revenue, with AI that flags where spend is leaking.
- Blend store revenue with ad and email spend
- Scale on blended ROAS, MER, and LTV
- See revenue by channel for the brand
- Catch CAC creeping past LTV
- Keep all connectors read-only
AI insight
What changedTikTok is carrying ROAS at 4.8x while Meta CAC crept to $41. Shift budget to recover efficient revenue.
Illustrative figures showing the layout · not a customer account
Why MixedMetrics
Blended truth, AI insights, no BI tool required
Not eight conflicting platform dashboards, not a data engineer, not a spreadsheet that rots by Friday. One blended view you can act on.
One blended read-out
Blended ROAS, CAC, MER, LTV, and revenue by channel in a single live view, instead of eight platforms claiming the same conversion.
AI that finds the leak
The insight layer reads the blended data and tells you what changed and where spend is leaking, before the month closes.
Connect, do not migrate
Read-only connectors to the tools you already run. No re-platforming, no pixel surgery, first dashboard the same day.
In depth
How DTC brands actually run the numbers
The margin trap behind a good ROAS
A 4x ROAS reads like a win until you put it next to the margin. On a 30 percent margin the break-even point is 3.33x, so that 4x campaign is contributing far less than it appears, and once shipping and returns come out the headroom can vanish entirely. Physical products carry cost structures that make the ratio alone misleading in a way software spend does not.
The fix is to set targets from break-even upward rather than from a benchmark downward. The ROAS calculator gives both figures from your own margin, and ROAS benchmarks put the result in context against what other brands report.
When CAC creeps past what a customer is worth
The failure mode that hurts growing brands most is gradual. Acquisition costs drift up a few percent a month while lifetime value stays flat, and because each individual month still looks acceptable, nothing triggers a review until the unit economics have already inverted.
Watching blended CAC against the LTV:CAC ratio catches the drift early. For brands funding growth from cash flow, CAC payback period matters just as much, because a healthy ratio with a nine-month payback still creates a working capital problem.
Store data alongside everything else
Shopify knows what sold but not what you paid to sell it, so store reporting on its own can show a record month that was bought at a loss. Bringing spend alongside store revenue is what turns those reports into decisions, which is what Shopify analytics covers.
The wider ecommerce analytics dashboard view runs from spend through to repeat purchase, and our list of ecommerce marketing metrics sets out the full set worth tracking with typical ranges.
Good questions
Questions about for ecommerce
Explore more
More ways to use MixedMetrics
For marketing teams
Give your marketing team one board to plan, prove, and defend budget.
Learn more →For agencies
Report blended results to every client from one platform, on autopilot.
Learn more →Marketing dashboard software
One live dashboard that blends every channel into spend, revenue, and ROAS.
Learn more →See your whole stack blended in one view.
Connect your ad channels, store, and billing through read-only connectors and watch blended ROAS, CAC, and revenue settle into one live dashboard.
read-only connectors // blended ROAS, CAC, MER // AI insights // no PII exposure