Conversion Tracking Playbook

Should you lock everything down during BFCM—or keep testing?

In this episode, Kayle Larkin (Elevar) sits down with Mia Umanos (Clickvoyant) and Kristina Toth (Hannaford) to unpack the real tradeoffs of code freezes vs. experimentation in Q4.

You’ll hear why treating Q4 like a lab for behavioral data changes how you plan, how to keep tests safe without risking your checkout, and why most CRO programs fail when they ignore decision science.

We also cover:

• Why Q4 is the one moment you can’t afford to stop learning
• How to design tests that reveal customer psychology, not just click-through rates
• What to freeze (tech + payment flows) vs. what to test (messaging, promos, urgency cues)
• Guardrails and signals that tell you when to roll back

Whether you’re heading into your first high-traffic season or your 14th, this episode shows you how to balance safety with learning—and why the insights you capture now fuel Q1 and beyond.

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 We release new episodes every week on tracking, analytics, and conversion optimization.
 And if you’re new to Elevar: Elevar automates server-side conversion tracking for Shopify. Check us out!

Multi-touch attribution (MTA) is having a moment. In this episode, Brad Redding (Founder of Elevar) is joined by Jacob Rokeach (Founder, Fluency Firm) and Fei Wang (Founder, SourceMedium) for a brutally honest, insight-packed deep dive into where MTA stands today—and where it’s headed in an AI-dominated future.

This episode covers:

• What’s changed in the past year in attribution expectations and tooling
• The real-world complexity behind UTM data, funnel depth, and session gaps
• Why many brands are still flying blind despite better tools
• Building a lean, modern MTA tech stack that doesn’t cost $15K/month
• Creative ways brands are DIY-ing attribution 
• The rise of AI-driven analytics agents—and how brands should prepare
• Why clean data and naming conventions still win over "black box" views

📌 If you're spending >$200K/month on media—or want to—you can’t miss this one.

OmniAds are here — and the results are insane. In this episode, Brad Redding (Founder @ Elevar) is joined by Kevin Goodwin (VP Strategy @ New Engen) to break down how Meta’s new Omni Ads campaign type is helping brands with physical retail unlock massive offline growth.

You’ll learn:

• What Omni Ads are and why Meta is prioritizing them
• How a national retailer saw a 307%+ lift in in-store purchases
• How to set it up in Elevar in under 60 seconds
• What creative works best (and what doesn't)
• The real story behind the inflated “video game numbers”
• Tips for smarter attribution, MMM validation, and testing

If you’re a DTC brand with retail stores, this is a must-test campaign for 2025.

New Engen

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In this episode, Brad Redding and email/SMS expert Ben Zettler break down the must-have flows, segmentation tactics, and personalization strategies that actually move the needle for DTC brands. From the 3 core automations every brand should have (but many still don’t), to zero-party data strategies, dynamic content in Klaviyo, and how to turn transactional emails into repeat purchases—this is a masterclass in lifecycle marketing that drives real revenue. Ben also shares his take on what not to do, including the #1 mistake killing your deliverability.

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Zettler Digital

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Learn about the evolving landscape of SEO, particularly in relation to Shopify's recent AI-specific updates and the implications of large language models (LLMs) on search and eCommerce. Brad and Sam also explore key changes from Google Marketing Live, the impact of AI on organic traffic, and actionable takeaways that brands can implement today to get ahead of the changes.

Key Topics:

- Introduction to SEO Changes and LLMs
- Shopify Editions
- Google Marketing Live Hot Takes
- The Evolution of Search and Organic Traffic
- Actionable Insights for Brands
- The Future of Shopping Interfaces

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Blink SEO

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Today's episode explores the reasons behind the hesitation brands might feel when considering switching their implementation of Meta pixels (e.g. Native Shopify => Elevar), we discuss the architecture and implementation of effective split tests, and we outline the key metrics and strategies for evaluating pixel performance.

Today, we're diving deep into the world of checkout extensibility, a hot topic that's been reshaping Shopify's checkout process for increased security. We'll explore how these changes impact tracking and what's necessary for a seamless transition. We will walk you through three critical takeaways: understanding the differences between checkout and thank-you page extensibility, the implications of Shopify's removal of checkout liquid, and moving your tracking scripts into Shopify's new web pixel system.

Enriching customer data is becoming more critical for retail and eCommerce brands to help better personalize marketing messaging. Learn how personas are creating using a variety of data sources matching to customer keys, how millions of customers are analyzed across thousands of dimensions, and the benefits to key marketing channels.  

Every platform, like Meta, Google, and Klaviyo, want (need) a way to identify new and returning users to help maximize the ROI on your campaign performance. Historically this was primarily done through cookies. But over the last several years there have been solutions, like Elevar and others, that have focused on helping these platforms extend their lookback window. Learn the nuances of how User IDs work and their impact on performance.

In this new series, listen to Brad and Jon share 3 critical things to know about Meta's Event Match Quality score. What's their purpose, how they are scored, and most importantly what is their impact on your campaign performance. You might be surprised at what you learn on this episode!