ANALYTICS·APR 23·9 MIN
Server-side GA4 via Measurement Protocol: the real setup
Tutorial walkthrough for server-side GA4 using the Measurement Protocol. Endpoint, payload shape, api_secret rotation, and the consent-aware event filter.
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Topical cluster
Analytics & Data Infrastructure
The analytics layer DTC operators need after they stop trusting the platform dashboards. GA4 migration without data loss, BigQuery on a budget, warehouse-first attribution, cohort reports from Shopify raw data, and the event schemas that survive the next platform pivot.
12 postsFor: DTC analytics owners and fractional data leads rebuilding measurement
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ANALYTICS·APR 23·9 MIN
Reconciling Shopify, GA4, and Meta: the forensic workflow
Field notes on the forensic workflow for reconciling Shopify, GA4, and Meta. Diff windows, join keys, the five bugs that hide in plain sight.
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ANALYTICS·APR 23·8 MIN
Looker Studio DTC templates worth building versus buying
A decision log on Looker Studio for DTC brands. Which templates to build yourself, which to buy, and when to graduate to Metabase or Hex instead.
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ANALYTICS·APR 23·9 MIN
Klaviyo to warehouse ETL: three ways that work in 2026
Pattern library for Klaviyo to BigQuery ETL. Native connector, Fivetran, and DIY API. Latency, cost, and schema for each, with the dbt models that sit on top.
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ANALYTICS·APR 23·9 MIN
GA4 migration playbook for DTC: what actually breaks
A tutorial walkthrough on the GA4 migration for DTC brands. The specific events, props, and joins that fail during the move and the fixes that hold up.
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ANALYTICS·APR 23·8 MIN
Event schema design for DTC: naming that survives replatform
Pattern library for DTC event schema design. Canonical event names, typed payloads, versioning, and naming rules that survive a replatform.
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ANALYTICS·APR 23·8 MIN
A DTC data warehouse on $1,000 a month: the real budget
Field notes on a mid-market DTC data warehouse running at $1,000 per month. Every line item, every vendor, where the spend actually goes.
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ANALYTICS·APR 23·9 MIN
Dashboard design for operators: what founders actually read
Contrarian essay on dashboard design for DTC operators. Why the 12-tile exec overview is a trap and what founders actually read in 90 seconds.
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ANALYTICS·APR 23·9 MIN
Cohort LTV from Shopify raw data: SQL patterns that hold up
Pattern library for cohort LTV in BigQuery against Shopify raw data. By acquisition month, by channel, by product, with retention curves and a revenue mart.
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ANALYTICS·APR 23·9 MIN
BigQuery for Shopify data: the schema that does not regret you
Pattern library for landing Shopify raw data in BigQuery. Partitioning, clustering, dbt staging models, and cost math that keeps warehouse cheap.
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ANALYTICS·APR 23·9 MIN
Attribution modeling in BigQuery: the SQL I keep copying
Tutorial walkthrough on attribution modeling in BigQuery. Last-click, first-click, linear, time-decay, and position-based SQL that runs against your warehouse.
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Other clusters
Attribution
Attribution & CAPI
Server-side tracking, dedup, and the math behind DTC attribution.
Shopify
DTC Shopify Infrastructure
Theme architecture, metafields, agent-orchestrated builds, Hydrogen decisions.
Healthcare
Healthcare & Compliance
HIPAA-aware Next.js, audit trails, and regulated DTC patterns.
Solo brand
Creative-Tech Solo Brand
The hybrid creative-director-who-codes operating system.
Pricing
Services Business & Pricing
Productizing services, pricing strategy, and the retainer exit.
Lifecycle
Email & Lifecycle Marketing
Klaviyo flow architecture, retention math, and the LTV playbook.
Agents
AI Agent Engineering
Claude Code sub-agents, MCP servers, skills, and the orchestration stack.
Conversion
Ecommerce Conversion & UX
PDP patterns, cart decisions, checkout extensions, and the CRO stack.
Programmatic SEO
Programmatic SEO & Content Ops
Scaling content without burning author brand authority.
Paid Social
Paid Social Performance
Meta, TikTok, and Google Ads for DTC operators who also own the data.
Brand
Brand Architecture & Design Systems
Visual identity, naming ladders, and design systems that scale with the business.
Shopify Apps
Shopify App Ecosystem
Selecting, configuring, and replacing the third-party stack on Shopify.
Fractional
Fractional Ops & Service Leadership
Running a high-leverage fractional practice without becoming an agency.
Image AI
Local AI Image Generation
Running Flux, Z-Image, and Qwen locally without the cloud-API bill.
Let’s fix
some problems.
Instead of briefing four vendors, you work with one person across brand, code, infrastructure, compliance, and growth. You get dated receipts, published pricing, and an agent library you own after the engagement ends. You work with me directly. That’s kind of the whole point.
or email direct hello@michaeldishmon.com