Most DTC brands have more data than ever and less clarity than ever. Platform-reported ROAS lies. These posts cover how to actually measure what’s working — what signals to trust, what to ignore, and how to build a reporting cadence that drives real budget decisions.
DTCo does this work for clients as ORCA Measurement.
Why more data has not given DTC brands more clarity, where platform dashboards mislead, and the few metrics we trust for budget decisions instead.
April 8, 2026
Why platform ROAS is a weak basis for DTC budget decisions, and the metrics DTCo tracks instead: blended MER, new customer CAC, CAC payback and incrementality.
April 8, 2026
How to build a DTC attribution stack for 2026: platform data, third-party attribution and post-purchase surveys, and how to triangulate them into decisions.
April 11, 2026
What incrementality testing is, why it matters for DTC paid media, and how to run a geo lift or holdout test that shows which sales your ads really drive.
April 11, 2026
How to build a weekly DTC marketing reporting cadence that drives decisions: what to track, what to skip, and how to structure the review so it leads to action.
April 11, 2026
How to calculate LTV:CAC for DTC brands, what the ratio tells you, and the common ways brands misuse it to justify paid spend that does not pay back.
April 11, 2026
How DTC brands should collect, organize, and activate first-party data to improve paid media performance, attribution, and audience targeting.
April 11, 2026
Why contribution margin per paid-acquired customer is the key DTC paid media metric, how to calculate it, and how to use it to make better budget decisions.
April 11, 2026
Every platform reports a different ROAS. MER, total revenue divided by total spend, cuts through the attribution noise and shows if your marketing is healthy.
May 23, 2026