The Modulus Blog
Marketing analytics, attribution and AI — written for D2C operators and agencies.
3 Oct 2026 · 6 min read
Blended ROAS vs Platform ROAS: Why Meta and Google Both Claim the Same Sale
Platform ROAS double-counts conversions because Meta and Google each attribute the same order to themselves. Blended ROAS — total revenue ÷ total ad spend — is the number your P&L actually feels.
Read article3 Oct 2026 · 7 min read
Marketing Attribution in 2026: Why Last-Click Lies and What To Use Instead
Last-click attribution gives all credit to the final touchpoint, systematically over-valuing branded search and under-valuing discovery channels. A practical guide to attribution models after the death of the third-party cookie.
Read article3 Oct 2026 · 6 min read
COD-Aware P&L: The Metric Indian D2C Brands Get Wrong
Up to a third of Indian D2C orders are cash-on-delivery, and a chunk of those never complete. If your P&L books COD orders as revenue on day zero, your ROAS, CAC and profit are all fiction until delivery.
Read article3 Oct 2026 · 6 min read
AI in Marketing Analytics: From Dashboards to Decisions
Dashboards describe; the next generation of marketing analytics decides. How AI is changing analytics from charts you interpret to recommendations you approve — and what to demand from any 'AI-powered' tool.
Read article3 Oct 2026 · 8 min read
The Marketing Analytics Stack for Indian D2C Brands: A 2026 Guide
What a Shopify-first Indian D2C brand actually needs to measure — the five layers of a modern analytics stack, what each costs, and where global tools fall short on COD, GST and the Meta-Google-Shiprocket reality.
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