We are idealists: we view data the same way we view open source, built on transparency, respect, and shared value. In marketing, that means our approach to measurement is privacy-first, because being data-driven should never come at the expense of consumer trust.

How we do real data-driven marketing

We don’t just look at the numbers and say, “ah, nice, look how good we are doing.” We use Metabase, connected directly to Vendure, as our Business Intelligence tool. The details differ per client, but these dashboards often show metrics such as recent changes in product popularity, top-selling items per region, and the ratio of new versus returning customers, you get the idea...

We review these insights together with our clients and decide what the next step should be.

A (fictional) example:

1. We notice that the "100 kg volcanic rock dust" product generated €10,000 less revenue than last year.
2. We investigate why that might be. Perhaps a competitor is slightly cheaper.
3. We check the average profit margins from recent months for orders containing "100 kg volcanic rock dust".
4. Based on that, we decide what kind of promotion we can run, and whether the product can be priced more competitively.

We then run the campaign and later validate our hypotheses using the same dashboards. The goal is not to admire the data, but to learn from it, to close the loop between insight, action, and validation.

Server side UTM attribution

It is a well-known problem that having separate marketing and attribution silos can lead to over-attribution. After all: Klaviyo doesn't know when Google attributed an order to a campaign, so Klaviyo might attribute the same order to its newsletter. This means you might think a campaign is driving more revenue than it actually is, which can result in misallocated budgets and misguided decisions.

Our solution is a server-side approach to campaign tracking. We connect UTM parameters from different sources — such as Google, Klaviyo, and LinkedIn — directly to the actual orders in Vendure. This allows the true revenue contribution of each marketing channel to be measured accurately.

By tracking campaigns this way, revenue can be properly attributed across platforms, making it impossible to over-credit a campaign or source. The result is a clear, reliable view of what actually drives sales, enabling smarter decisions and better ROI.