Edward Glush

We Rebuilt Ad Attribution From Scratch. Here's What We Found.

A technical post-mortem on why we stopped trusting ad platforms and built our own measurement layer

I Analyzed 47 E-commerce Stores' Attribution Data. Here's What Nobody Tells You About AI Search Traffic.

ChatGPT is now driving 8-12% of e-commerce traffic, but 89% of stores can't see it. I built server-side tracking to solve this—here's what I found.

Coupons Are Broken. Intent-Triggered Offers Are the Fix.

Why static discount codes are silently killing margins and how intent signals unlock smarter conversion moments.

Manual A/B Testing Is About To Die. And Most Teams Haven’t Realised Yet.

The shift from static experiments to intent-driven, autonomous growth systems that adapt to every visitor in real time.

The $60 CPM Gamble: Why ChatGPT Ads are about to break the internet (again).

If you’ve been in the ad game for more than five minutes, you probably choked on your coffee when you saw the leaked pricing for ChatGPT ads.

The Hidden Cost of “Good Enough” Analytics. Why Most Growth Tools Quietly Cap Your Revenue

👉 Lessons from building behavioural growth systems that go beyond pageviews and purchases.

You’re spending thousands to train Zuckerberg’s algorithm, but you aren’t training your own site.

Why we obsess over getting traffic but ignore the "closer" - and why ad blockers and bad attribution are secretly killing your ROAS.

Most founders don’t know where their best customers come from anymore

And it’s quietly breaking growth decisions.

Stop Flipping Coins: Why Standard A/B Testing is Losing You Money

Why we ditched the "Static 50/50" split for Multi-Armed Bandits (Thompson Sampling) to maximize revenue during the test.

The "Direct" Traffic Lie: Why 40% of Your Visitors Are Actually AI

Your analytics says "Direct," but the reality is ChatGPT and Perplexity. Here is how to fix the "Invisible Web" problem.

Why I built Zyro: revenue attribution broke before ads did

After running ads for years, I realised clicks weren’t the problem... trust was.