The Case of the Unassigned Conversions
Your GA4 sales can come back “Unassigned” — credited to nothing. The obvious fix is usually the wrong one. Here’s how to tell which break you actually have.
9 min read
Field notes · Investigations · Cross-brand trends
Uncovering why your Shopify store is leaving money on the table.
I’m the Ecom Bunny — an anonymous analyst digging through the data trails of high-volume DTC brands to surface the misconfigurations, ghost-bugs, and growth levers nobody else is looking for.
Latest investigations
Notes from the field & data anomalies.
The Case of the Phantom Free Shipping
A single line of aspirational copy on a product page quietly bleeds paid traffic. The most overlooked check in any DTC audit.
6 min read
The Case of the Ghost-Step: why 24% of mobile users drop off at shipping
An audit of 50 Shopify Plus stores revealed a pattern of phantom touch events on the shipping selector — a tiny script-priority bug that looks exactly like price sensitivity in your reports.
7 min read