Category: Growth marketing

Everything you need to know about leveraging shoppable ads in 2025

Posted on by Khubi Ali

Ever scrolled through social media, spotted a product you loved, and wished you could buy it instantly without leaving the app? That’s the convenience shoppable ads offer. These interactive ads are thriving, revolutionising how businesses connect with consumers, and making the buying journey smoother and faster. Research shows that consumers are 15% more likely to purchase after viewing a shoppable ad compared to standard ads.

If you want a better understanding of how shoppable ads work,  we’ve broken down everything you need to know below.

What are shoppable ads?

Shoppable ads are interactive paid advertisements that allow customers to buy products directly from the ad. They bridge the gap between product discovery and purchase, making the process seamless and convenient.

Picture this: you’re scrolling through Instagram, see a pair of trainers you like, and with just a few taps, you’ve purchased them—all without leaving the app. These ads collapse the traditional shopping funnel, cutting out unnecessary steps and reducing the chances of drop-off.

For businesses, this means capturing and retaining the consumers’ attention when they’re most engaged, creating opportunities for higher conversion rates and enhanced customer experiences.

Which platforms support shoppable ads and how to make the most of them

A variety of digital ad platforms support shoppable ads, each offering unique features for social commerce.

  • Meta shoppable ads

Instagram: Transforming scrolling into shopping, Instagram’s shoppable ads allow users to purchase directly from tagged posts, Stories, and Reels for a seamless experience.

Facebook: Facebook’s shoppable ads use dynamic product features to personalise the user journey, guiding audiences from discovery to checkout within their feed.

  • YouTube: YouTube’s TrueView for Shopping integrates with Google Merchant Centre, enabling clickable product links beneath videos to engage viewers while they watch.
  • TikTok: TikTok shoppable ads combine engaging short-form content with shoppable links, letting users explore and purchase products without leaving their entertainment hub.
  • Pinterest: These ads inspire with “Shop the look” pins and creative product collections, allowing users to buy directly from their favourite boards.
  • Google: Google shoppable Ads appear in search results and Google Images, connecting visually driven consumers with purchase-ready products in just a few clicks.

Selecting the right platform depends on your target audience and where they spend the most time.

The benefits 

These ads provide several key advantages for businesses and consumers

  • Increased conversions: By eliminating steps in the buying process, these ads make it easier for users to purchase, leading to higher conversion rates.
  • Improved customer experience: Consumers enjoy a streamlined transition from discovery to purchase, creating a hassle-free shopping journey.
  • Direct social sales: With shoppers already active on platforms like Instagram and TikTok, shoppable ads meet customers where they are, thus converting their interest into action.

How to run a successful shoppable ad campaign

Running an effective shoppable ad campaign requires strategic planning and execution

  • Choose the right platform: Identify the platform that aligns with your audience’s behaviour and preferences. For visually driven products, Instagram and Pinterest are ideal, while TikTok excels for trend-driven items.
  • Create high-quality visuals: Use sharp, engaging images and videos that showcase your product in action or in use to grab attention and paint a picture.
  • Integrate product catalogues: Ensure your product catalogue is up-to-date and easy to navigate, providing a seamless shopping experience.
  • Set up tracking: Monitor key creative metrics such as click-through rates (CTR) and conversion rates to evaluate performance.
  • A/B test for optimisation: Experiment and iterate with different headlines, visuals, and call-to-action buttons to determine what resonates most with your audience.

Best practices for maximising ROI with shoppable ads

To make the most of these ads, follow our proven strategies

  • Target the right audience: Use demographic and behavioural targeting to reach users most likely to convert.
  • Use authentic content: Incorporate user-generated content to show the product in use and to use customer testimonials to build trust and engagement.
  • Optimise for mobile: With the majority of social commerce happening on mobile, ensure your ads are mobile-responsive and easy to navigate.
  • Monitor and adjust: Use analytics tools to track performance and refine your approach for better results.

Measuring the success of shoppable ads

To evaluate your shoppable ad campaigns, focus on these key metrics:

  • Click-through rate (CTR): A high CTR indicates that your ad is capturing the audience’s attention effectively.
  • Conversion rate: Measures the percentage of users who complete a purchase after clicking the ad.
  • Return on ad spend (ROAS): Tracks the revenue generated for every dollar spent, helping you gauge profitability.

These insights can guide your strategy, ensuring future campaigns are more effective.

Final thoughts

Shoppable ads are transforming the way brands connect with consumers. By streamlining the customer journey, they enable faster, more seamless shopping experiences that drive conversions and enhance customer satisfaction.

Whether you’re looking to improve social commerce or optimise your paid advertising strategy, these ads are a powerful tool to have in your arsenal. With the right platform, a compelling creative ad strategy, and continuous optimisation, these ads can deliver exceptional results to boost your business to the next level.

Start leveraging shoppable ads today and see the impact they can have on your brand’s growth.

Beyond peak season: sustaining growth in Q1 as an e-commerce brand

Posted on by Khubi Ali

The holiday season, marked by intense shopping events like Black Friday, Cyber Monday, and Christmas, is a high-stakes period for e-commerce brands. With around 90% of the year’s top sales days clustered within this peak trading period, brands can witness remarkable growth. However, maintaining this momentum once the peak season fades can be challenging.

As consumer habits evolve and certain holidays lose their previous impact, there’s a growing opportunity to drive consistent engagement and revenue beyond peak seasons. Here, we explore data-driven strategies to help e-commerce brands sustain their success and build steady growth all year round.

Engage customers at an optimal time

A successful online experience should replicate in-store customer service, where sales advisors know just the right moment to assist. In the digital world, the same principle applies; reaching out at the right time can mean the difference between a conversion and a lost sale.

Identify customer behaviours to trigger well-timed, personalised support, avoiding interruptions for those unlikely to benefit. By analysing data from a visitor’s first moment on the site, you can craft an engagement strategy that aligns with each customer’s goals. This approach builds trust and makes online shopping experiences feel as seamless as in-store interactions.

Simplify choices to enhance decision-making

Offering too many options can overwhelm customers, slowing down their decision-making or leading them to abandon their basket entirely. Known as the “paradox of choice,” too many options can reduce customer satisfaction and prevent conversions.

To counteract this, use choice architecture to curate a streamlined selection tailored to each customer’s preferences. Analyse customer data to narrow down options and make the decision-making process easier. By using targeted recommendations, you can present a simplified range of products, which can ultimately increase confidence and lead to quicker purchasing decisions.

Personalised retargeting for re-engagement

After the peak season, focus on reconnecting with customers who abandoned their baskets or hesitated to make a purchase. This personalised retargeting approach can keep your brand top-of-mind and increase the likelihood of conversion.

To do this effectively, create tailored deals and offers based on past customer interactions and activity. Highlight the unique value of your products and services, demonstrating how they meet specific customer needs. It’s not about heavy discounting but about aligning the offer with what matters to your audience. In one recent case, we saw a 20% increase in conversions for a client by using personalisation to retarget hesitant customers with relevant recommendations.

Strategic upselling to boost revenue

The post-peak period is an ideal time to maximise revenue by introducing new products or add-ons. This strategic upselling tactic can help leverage existing customer loyalty and increase Average Revenue Per User (ARPU).

Just as in-store advisors make personalised suggestions to increase basket size, e-commerce brands can replicate this by displaying relevant upsell offers at the right moment. By limiting these to a few targeted, data-driven choices, customers are more likely to embrace additional purchases. For example, during a recent campaign for a retail client, a tailored and seasonal upselling strategy achieved a 59% increase in add-on sales compared to non-targeted offers.

Review past performance to refine future strategies

After the holiday rush, it’s essential to analyse what worked well and what could be improved. Reflecting on peak season performance helps identify winning ads, trends, popular products, and effective marketing approaches, all of which can help you plan for the coming year.

Use historical data to pinpoint shifts in consumer preferences, compared to last year and tailor your value propositions accordingly. As we move into the new year, consider the impact of economic shifts, such as the cost-of-living crisis, and the change in inflation, on purchasing habits. Insights from past performance enable more realistic and impactful goal-setting, helping you to build campaigns that align with both market trends and consumer needs.

Leveraging data for continuous success

As we head into a new year, ongoing economic changes highlight the importance of strategic planning for e-commerce brands. The intelligent use of data allows brands to engage customers at the right moments, simplify decision-making, and ensure ongoing relevance in a competitive market.

By harnessing the power of first-party data, e-commerce brands can personalise the online shopping experience, build trust, and sustain momentum beyond peak trading periods. In today’s digital landscape, where every interaction matters, mastering data-driven techniques will not only help businesses stay resilient but also fuel their long-term growth and success.

Take an omnichannel approach 

For ongoing e-commerce success, strong alignment between teams and partners is essential. Start by creating an omnichannel calendar that highlights important sales periods, new product launches, and peak trading events. This planning will allow your team to work toward shared goals, ensuring everyone is aligned and ready for quick adjustments. Omnichannel calendars also help mitigate miscommunication and streamline cross-platform and cross-team efforts, making it easier to manage both long-term goals and short-term plans without disruptions.

“As we approach the end of peak season, it’s essential to think beyond the immediate sales boost and focus on sustaining that growth well into the coming months. We know that maintaining momentum requires more than just a good Q4. Engaging customers at the right time, simplifying choices, re-engaging with personalised retargeting, and applying targeted upsells drive consistent sales year-round.

Reflecting on past results and aligning teams around a strong omnichannel approach keeps brands resilient and ready for every season. In today’s digital landscape, data-driven insights are no longer optional—they’re the foundation for building customer loyalty, increasing repeat purchases, and securing ongoing growth. If your brand is ready to carry that peak season energy forward, let’s discuss how we can help ensure you’re set up to thrive year-round.”

— Arham Khan, Founder and CEO, Pixated

 

International localisation: cracking the code of UGC for luxury brands

Posted on by Khubi Ali

One of the biggest challenges for premium and luxury brands when leveraging user-generated content ads is maintaining a balance between authenticity and brand messaging. Although UGC thrives on its authentic and relatable tone, balancing strict brand guidelines with the content creators’ creative freedom can be a challenging task. For luxury brands especially, this complexity is heightened by the exacting standards associated with luxury content and imagery.

The challenge

Luxury brands face a unique challenge—maintaining the exclusivity, the aspiration value and sophistication that defines their brand image, when using ad content created outside their direct control.

The solution

We’ve developed a Creator Collective program to tackle this very challenge head-on. 

The Pixated Creator Collective

After years of creating UGC content for brands across the spectrum; we realised we needed a different approach to creating UGC for luxury brands. 

Enter—the Pixated Creator Collective, a program designed to meet the specific UGC needs of premium and luxury clients. Unlike standard UGC processes, the Creator Collective ensures a categorically different approach, tailored to maintain the sophistication, exclusivity, and aspirational quality expected from the ad content of high-end brands. Our program prioritises stringent quality control and creative alignment. An approval cycle and a creative workflow where brand managers from the client side approve ad concepts, scripts and creative briefs at every stage of the creative process.

We maintain two detailed UGC briefing templates. One briefing template is a closed brief for the creator to follow the exact script and scene breakdown. So the brand’s tone of voice, aesthetic, and values are closely followed. 

Whilst the second briefing template is for an open brief; where the creator has more creative freedom with the script and the filming while still staying true to the brand guidelines. This ensures that the content produced reflects both the brand’s identity and the creators’ unique authenticity.

The creative workflow

The Pixated Creator Collective operates on a carefully designed workflow that ensures every stage—from content planning and creator selection to final approvals—is client-approved and aligned with the brand’s goals. This process focuses on maintaining creative consistency, enabling luxury brands to scale their UGC production without compromising on quality or exclusivity.

By combining strategic creative development with creator collaboration, this program bridges the gap between authentic content and luxury marketing expectations. This process also seamlessly integrates international localisation, connecting brands with culturally relevant creators in key markets worldwide. In a matter of weeks, we can connect a brand with local and international creators who produce authentic, culturally relevant content that resonates with global audiences.

This ensures that luxury brands produce the best UGC ads that are not just high in quality, but are also on-brand, luxurious and resonate with the audience whilst maintaining a premium aesthetic. 

Why UGC is essential for luxury brands

User-generated content has become an indispensable part of creative marketing strategies. For luxury brands, it provides a unique opportunity to balance exclusivity with relatability which in turn helps build a community for the brand. 

User generated content ads allow premium brands to:

  • Enhance authenticity: Customers trust content created by real users more than traditional ads. Seeing a product in a real-world context adds credibility and relatability.
  • Build a community: Featuring content from loyal customers fosters a sense of belonging, connection and community, strengthening long-term brand loyalty. 
  • Reduce content production costs: UGC eliminates the need for large-scale in-house content creation, saving both time and resources while delivering diverse, aesthetic and luxury content. And that, without compromising on the aspirational angle of luxury marketing.
  • Drive engagement and conversions: Authentic UGC ads often generates higher engagement rates and encourages potential customers to act, leading to increased ROI.

How luxury brands can leverage UGC

  • A streamlined briefing process for scalable UGC production
    Brands can ensure their brand guidelines are followed and that their brand messaging reflects across their UGC by maintaining a stringent briefing and approval cycle. However, apart from approvals, the onus of the creative production should be with one stakeholder—so they can handle production and optimisation of content at scale. 
  • Data-driven optimisation
    Growth Strategists and Paid Social managers have complete visibility on campaign performance and ad accounts. They can share insights with the creative team, affording them the opportunity to refine their UGC briefs, optimise the creative process and creator collaborations to maximise impact. This approach ensures that every piece of UGC meets the highest quality standards and delivers results.
  • Seamless international localisation
    Luxury brands have an opportunity to establish a global presence by leveraging local content creators anywhere in the world. In as little as a few weeks, creators can generate the most authentic-looking, best UGC ads that are also culturally relevant in key international markets. This localised approach is especially valuable for luxury brands looking to connect with diverse audiences while maintaining their brand identity.
  • Enhancing global ad performance
    UGC campaigns featuring local creators have managed to deliver exceptional results for us in the last quarter. In Q3 2024, our Meta UGC ad spend increased by 164% YoY; demonstrating the effectiveness of this strategy in driving growth and engagement.

Final thoughts 

Using UGC ads as part of the paid ad strategy is no longer going to be optional for luxury brands. In the AI-powered future, these strategies are going to be essential for building trust, driving engagement, and expanding global reach. 

By leveraging user generated content ads; premium and luxury brands can balance authenticity and sophistication to unlock the full potential of their paid ad campaigns while still maintaining their premium identity.

 

Top CRM software solutions for B2B companies

Posted on by Khubi Ali

Managing client relationships effectively is the cornerstone of sustained growth for B2B companies. Customer relationship management software has become essential for streamlining operations, improving client engagement, and boosting retention.

However, with the vast range of CRMs available today, choosing the right solution can feel overwhelming. To simplify this process, we’ve curated a list of the top CRM software options for B2B companies, highlighting their features, benefits, and ideal use cases to help you make an informed decision.

Monday CRM: a versatile and customisable platform

Monday CRM is a highly flexible tool that allows teams to manage sales, marketing, and operational workflows within an intuitive platform.

Key features

  • Customisable dashboards for tracking leads, sales, and team performance.
  • Seamless integration with productivity tools like Slack and Microsoft Teams.
  • Automated notifications and task reminders for consistent client engagement.

Why Monday CRM
It is ideal for B2B companies that need a user-friendly CRM management software solution capable of adapting to unique workflows while offering robust customisation options.

Zoho CRM: an affordable solution packed with features

Zoho CRM provides an all-in-one platform for managing client relationships, lead generation, and automation, making it particularly suitable for small to medium-sized B2B companies.

Key features

  • AI-powered analytics to predict sales trends and client behaviour.
  • Multi-channel communication tools, including email, chat, and social media.
  • Integration with the broader Zoho suite, such as Zoho Campaigns and Zoho Desk.

Why Zoho CRM
It is an excellent option for businesses seeking free CRM software with affordable upgrade plans, offering a balance of functionality and cost-effectiveness.

Salesforce CRM: the gold standard in scalability

Salesforce CRM is a market leader in customer relationship management software, providing advanced features and scalability to meet the needs of rapidly growing B2B businesses.

Key features

  • Salesforce Einstein, an AI-powered tool for actionable insights and advanced analytics.
  • Comprehensive automation for email marketing, lead nurturing, and sales pipeline management.
  • Integration with third-party business tools and applications for greater flexibility.

Why choose Salesforce CRM
Salesforce is one of the best CRMs for large enterprises, offering unmatched scalability and cutting-edge tools for B2B companies with ambitious growth plans.

Pipedrive: simplifying the sales pipeline

Pipedrive is a sales-focused CRM designed to help B2B companies optimise sales pipelines and track leads with ease.

Key features

  • Visual sales pipelines for tracking deals and opportunities.
  • Automation of repetitive tasks like follow-ups and email scheduling.
  • Customisable reporting for actionable sales insights.

Why pick Pipedrive
Pipedrive is one of the best CRMs for small businesses as it prioritises simplicity without compromising functionality.

HubSpot CRM: comprehensive and easy to use

HubSpot CRM is widely known for its robust free plan, intuitive interface, and seamless integration with HubSpot’s suite of tools.

Key features

  • Real-time email tracking and pre-built templates for consistent communication.
  • Detailed analytics dashboards for tracking performance and client behaviours.
  • Integration with tools like LinkedIn Sales Navigator for enhanced client insights.

Why choose HubSpot CRM
It stands out as a free CRM software that combines powerful marketing automation features with ease of use, making it suitable for businesses of all sizes.

Freshworks (Freshsales): an AI-powered sales tool

It provides a CRM platform tailored for B2B companies looking to prioritise leads and streamline client engagement through AI-driven tools.

Key features

  • AI-powered lead scoring for identifying high-value opportunities.
  • Integrated communication tools, including email, phone, and chat.
  • Visual pipelines for tracking deals and sales progress.

Why pick Freshworks
A great option for businesses looking for CRM management software with advanced AI capabilities to improve lead prioritisation and sales efficiency.

GoHighLevel: the all-in-one solution

GoHighLevel combines CRM, marketing, and customer service features into a single platform, offering comprehensive tools for managing client relationships.

Key features

  • Automation for SMS, email, and social media campaigns.
  • Funnel and landing page creation for targeted marketing efforts.
  • Integration with payment gateways and lead generation tools.

Why GoHighLevel
Ideal for B2B companies looking for a single platform to handle marketing, sales, and customer service whilst leveraging automation.

Capsule CRM: simple and lightweight

Capsule CRM is a streamlined and easy-to-use solution designed for small to medium-sized B2B businesses.

Key features

  • Simple contact management with detailed interaction histories.
  • Customisable sales pipelines for tracking deals effectively.
  • Task management tools for follow-ups and deadlines.
  • Integrations with tools like Xero, Mailchimp, and Google Workspace.

Why go for Capsule CRM
Capsule CRM is one of the best CRMs for small businesses, offering simplicity and affordability while covering essential functionality for managing client relationships.

Zendesk Sell: merging sales and support

Zendesk Sell is a sales-focused CRM solution designed to integrate customer support and sales pipeline management seamlessly.

Key features

  • Lead and deal tracking for optimising sales processes.
  • Email templates and tracking for effective client communication.
  • Real-time analytics and customisable reports to monitor performance.
  • Mobile-friendly tools for on-the-go sales management.

Why Zendesk Sell
A practical choice for businesses using Zendesk Support, Zendesk Sell is easily one of the best CRM software solutions for aligning sales and customer support operations.

Copper CRM: native to the Google Workspace

Copper CRM is specifically built for businesses that rely heavily on Google Workspace, thus providing a seamless and intuitive user experience.

Key features

  • Native Gmail integration for managing leads and contacts directly from your inbox.
  • Automated data entry to minimise manual tasks.
  • Collaboration tools for sharing contacts and communication histories.
  • Task management features to assign and monitor responsibilities.

Why choose Copper CRM
Copper is a leading choice for businesses that rely on Google Workspace, making it one of the best CRMs for organisations seeking a fully integrated solution.

Choosing the right CRM for your B2B company

When selecting a CRM, consider these essential questions

  • Are you focused on automating sales pipelines, lead tracking, or client communication?
  • Do you need integrations with tools like Google Workspace, accounting software, or marketing platforms?
  • How scalable does your CRM need to be to accommodate future growth?
  • Are AI tools and advanced analytics important for your business decisions?

By evaluating these aspects, you can choose the CRM software that best aligns with your company’s objectives.

Final thoughts

A well-chosen CRM is more than just software—it’s a foundation for building stronger client relationships, driving sales, and staying competitive. Whether you prefer Salesforce CRM or HubSpot CRM, the solutions we’ve listed provide tailored options for businesses of all sizes. Take the time to assess your needs, explore these platforms, and invest in the CRM that best suits your business needs.

 

Meta-morphosis: the changes you can expect in Meta advertising

Posted on by Khubi Ali

As we look ahead to 2025, it’s evident that Meta will continue to be a powerhouse in the realm of digital advertising. With its comprehensive suite of platforms—Facebook, Instagram, WhatsApp, and the rapidly evolving Metaverse—Meta is set to revolutionise how brands connect with their audiences. Let’s explore what the future holds for Meta advertising and the key trends that marketers need to be prepared for in this rapidly shifting landscape.

The Metaverse: a new era of advertising

One of the most exciting developments on Meta’s horizon is the full integration of advertising within the Metaverse. By 2025, the Metaverse is expected to be a fully-fledged digital space, offering brands the chance to create immersive and interactive advertising experiences. This shift is expected to transform marketing from passive content consumption to active engagement, allowing users to interact with brands in personalised, immersive ways.

Imagine exploring virtual stores, trying on outfits via your digital avatars, or participating in branded virtual events. Meta’s investment in augmented reality (AR) and virtual reality (VR) is set to make ads more engaging, creating experiences that blend the digital with the physical. For brands, this means a new way to captivate tech-savvy audiences who seek unique interactions.

Brands will need to rethink their creative strategies, focusing on immersive experiences and gamification to stay relevant in the Metaverse.

AI-driven personalisation and automation

Artificial intelligence (AI) is already transforming Meta advertising, and by 2025, it will play an even bigger role. Meta’s advanced algorithms will enable advertisers to deliver hyper-personalised ads based on real-time user behaviours, preferences, and interactions. Automation will dominate, allowing brands to streamline ad creation, testing, and scaling with minimal manual effort.

A prime example of this automation is Meta’s Advantage+, which is already reshaping the advertising landscape. It uses AI to automatically generate multiple ad variations, optimise placements, and identify top-performing creatives. This not only reduces the workload for media buyers but also ensures that campaigns are continuously refined to maximise return on investment (ROI). By 2025, tools like Advantage+ will evolve even further, dynamically adjusting creative elements and targeting strategies in real time, enabling brands to stay agile and competitive.

Media buyers must embrace AI tools like Advantage+ to deliver personalised ad experiences while maintaining oversight of messaging and strategy.

Adapting to stricter privacy regulations

Data privacy remains a critical concern, and by 2025, new regulations will impact how Meta collects and uses user data. Recent changes like Apple’s App Tracking Transparency (ATT) and the deprecation of third-party cookies are just the beginning. Meta is likely to focus on privacy-preserving technologies, such as differential privacy and federated learning, to continue delivering targeted ads while protecting user data.

Brands will need to adapt by focusing on first-party data and establishing direct customer relationships. Contextual advertising, where ads are tailored to the content users engage with rather than personal data, will see renewed importance.

Brands might want to prioritise first-party data strategies and explore privacy-friendly advertising methods to maintain consumer trust.

Leveraging conversational commerce on WhatsApp and Messenger

By 2025, conversational or interactive commerce will be an important aspect of Meta’s advertising strategy, especially through WhatsApp and Messenger. These platforms will become powerful channels for personalised customer interactions, enabling brands to engage, assist, and convert customers directly within the chat environment.

AI-driven chatbots will streamline these conversations, allowing users to ask questions, receive product recommendations, and even complete purchases seamlessly within the messaging interface. This shift will make online shopping more intuitive and frictionless.

Businesses can start integrating conversational, interactive commerce into their strategies to drive direct interactions and boost sales.

Social commerce and shoppable content

Social commerce, where users can purchase products directly on social media platforms, will become even more integrated into Meta’s ecosystem by 2025. Facebook and Instagram’s shopping features will be enhanced, allowing users to browse, discover, and purchase products without leaving the app.

Shoppable content, influencer-driven campaigns, and live shopping events will be crucial for engaging younger audiences. Meta’s focus on e-commerce will empower brands to set up virtual stores and leverage influencer partnerships to drive sales.

Be ready to create seamless shopping experiences on Meta platforms to capture the growing Gen Z and Millennial consumer bases.

The future of Meta advertising is now

By embracing advancements like AI, AR, conversational and social commerce, and the Metaverse—brands can brace themselves to leverage Meta’s full potential in 2025. 

As privacy concerns continue to reshape the industry, staying ahead of these trends and focusing on consumer-centric strategies will be crucial.

The key to thriving in 2025 will be a willingness to experiment, adapt, and invest in emerging tech and ad formats. As the digital landscape continues to evolve, Meta’s platforms will remain at the forefront of connecting brands with their audiences in innovative ways.

 

Top data analytics and insights tools for e-commerce brands

Posted on by Khubi Ali

In the fast-paced world of e-commerce marketing, if content is queen, data is king. If a brand wants to stay ahead, using data-driven insights is crucial for informing its strategy, optimising performance, driving sales, and enhancing customer experiences. 

As we step into 2025, there are plenty of powerful tools designed to help businesses leverage data for smarter decision-making.

Here we look at the top data analytics and insights tools that can help brands turn raw data into actionable insights. From tracking customer behaviour, and keeping a close watch on trends, these tools are game-changers for brands looking to leverage data.

Here are some of our top picks… 

SimilarWeb

Best for: Competitor analysis and market research

SimilarWeb is a powerful tool that helps e-commerce brands understand their competitors’ strategies by providing deep insights into traffic sources, audience demographics, and engagement metrics. It enables businesses to stay ahead by identifying industry trends and benchmarking their performance against competitors.

Key features

  • Competitor traffic analysis
  • Market trend reports
  • Audience demographics and interests

Our verdict

For brands looking to gain a competitive edge, SimilarWeb offers comprehensive insights that are essential for strategic planning and market positioning.

Google Analytics

Best for: Tracking website performance

Google Analytics is a staple in the world of digital marketing. It allows e-commerce brands to track website traffic, user behaviour, and conversion rates. With its robust reporting features, businesses can gain insights into what’s working and what needs improvement to boost engagement and sales.

Key features

  • Real-time tracking of website performance
  • Customisable reports and dashboards
  • Audience segmentation for targeted marketing

Our verdict

A must-have for any e-commerce business, Google Analytics provides a foundational understanding of customer interactions, making it easier to optimise your website for better performance.

Supermetrics

Best for: Automating marketing data reporting

Supermetrics integrates seamlessly with platforms like Google Sheets, Excel, and Data Studio to automate data collection and reporting. It pulls data from various sources like Google Trends, Keyword Planner, Facebook Ads, Google Ads, and LinkedIn, allowing brands to create comprehensive reports that save time and track trends to improve decision-making.

Key features

  • Integration with multiple marketing platforms
  • Automated data extraction and reporting
  • Custom dashboards for campaign tracking

Our verdict

Supermetrics is perfect for e-commerce brands looking to streamline their data collection and reporting processes. It simplifies data management, allowing marketing teams to focus on strategy rather than data collection.

Hotjar

Best for: Understanding user behaviour on websites

Hotjar provides heatmaps, session recordings, and user feedback tools that help brands understand how customers interact and engage with their websites. By visualising user behaviour, businesses can identify pain points and optimise their site for better user experience and higher conversion rates.

Key features

  • Heatmaps and session recordings
  • Customer surveys and feedback polls
  • Conversion funnel analysis

Our verdict

If you want to optimise your website’s user experience, Hotjar is an invaluable tool. It allows you to see exactly where users are dropping off and how to improve your site’s navigation and layout.

SEMrush

Best for: SEO and keyword research

SEMrush is an all-in-one SEO tool that helps e-commerce brands optimise their online presence. It offers keyword research, backlink analysis, and competitor tracking, enabling businesses to improve their search engine rankings and drive organic traffic.

Key features

  • Comprehensive keyword research
  • Backlink tracking and analysis
  • Competitor SEO strategy insights

Our verdict

For brands looking to enhance their SEO strategy, SEMrush provides the insights needed to outperform competitors and attract more organic traffic.

Ahrefs

Best for: Backlink analysis and content optimisation

Ahrefs is known for its powerful backlink analysis capabilities. It helps brands discover link-building opportunities, track keyword rankings, and optimise content to rank higher on search engines. Its robust analytics make it a favourite among SEO professionals.

Key features

  • Backlink monitoring and analysis
  • Content gap analysis for optimisation
  • Keyword ranking tracker

Our verdict 

Ahrefs is essential for brands focused on improving their SEO performance and gaining a competitive edge in organic search.

Mixpanel

Best for: Tracking user engagement and product analytics

Mixpanel provides advanced product analytics to help brands understand user interactions on their websites or apps. It focuses on tracking customer engagement, allowing businesses to refine their product offerings and enhance user satisfaction.

Key features

  • Real-time analytics on user engagement
  • Cohort analysis for customer segmentation
  • Event tracking for product features

Our verdict

Mixpanel is perfect for brands looking to optimise their product offerings and improve customer retention by understanding user behaviour.

In conclusion

Data is the backbone of any successful e-commerce strategy, and these tools offer invaluable insights to help brands make smarter decisions. Whether you’re optimising your SEO strategy, improving your email campaigns, or tracking user behaviour and/or trends—investing in the right data analytics tool can transform your business.

Each tool on this list serves a unique purpose, so choose the one that aligns best with your business goals. By leveraging the power of data, brands can unlock new growth opportunities, improve customer engagement, and maximise ROI.

Google’s retreat on cookie deprecation: what it means for data-driven marketing

Posted on by Khubi Ali

In July 2024, Google made a major announcement that took digital marketers by surprise. Almost four years after they pledged to phase out third-party cookies from the Chrome browser, Google revealed it was reconsidering its decision. Instead of a complete deprecation, the company indicated it was exploring new ways to offer users more control over tracking, allowing individuals to make choices about whether and how advertisers track them.

This announcement came through a blog post on the Privacy Sandbox initiative, which didn’t definitively rule out future cookie deprecation but instead signalled a pause to gather more insights and feedback. This shift reflects the feedback Google has received from key stakeholders and highlights the broader challenges around third-party data use in an increasingly privacy-focused world.

Here’s a closer look at what this means for data-driven marketing, why Google is making this decision, and what marketers can expect as we head into 2025.

Google’s decision to delay: key drivers behind the change

Since Google’s 2020 announcement to phase out third-party cookies, marketers, web developers, and advertisers have scrambled to shift their data strategies towards first-party data collection. 

However, Google’s recent delay is partly due to technical and regulatory challenges in launching Privacy Sandbox as a comprehensive replacement for cookies. Google’s Privacy Sandbox seeks to balance the needs of privacy-conscious consumers with the demands of advertisers by introducing alternatives to cookies, such as:

  • Topics API: Rather than tracking individual behaviour, the Topics API groups users by interest categories, allowing for relevant ad targeting without the invasive tracking of third-party cookies.
  • FLEDGE: Aimed at enabling remarketing within privacy-first guidelines, FLEDGE allows brands to show relevant ads without tracking users across multiple websites.
  • Attribution reporting: Helps marketers assess ad performance without tracking individuals, offering privacy-safe ways to measure effectiveness.

This reconsideration came as a response to feedback from multiple stakeholders, who expressed concern over the pace and potential impact of these changes. Advertisers were sceptical of the Privacy Sandbox’s ability to adequately replace cookies, as regulators voiced concerns about the potential monopolisation of user data by Google itself. 

This feedback led Google to consider an approach that elevates user choice over blanket cookie deprecation, allowing individuals to decide if and when they’ll allow cross-site tracking.

What this means for the future of data-driven, privacy-first marketing

Whilst Google’s decision offers some breathing room for brands that rely heavily on third-party data, the fundamental trend toward a privacy-first landscape remains. 

Here’s how this extension impacts the future of data-driven marketing:

First-party data takes centre stage

Despite the delay, the industry-wide shift towards first-party data collection isn’t slowing down. It is collected directly from consumers through owned channels such as websites and apps and is generally more accurate and reliable. Brands that prioritise building robust data strategies will be better positioned for future resilience, as they won’t rely on third-party tracking.

Continued experimentation with Privacy Sandbox tools

The delay gives marketers additional time to test the Privacy Sandbox tools. Tools like the Topics API and FLEDGE offer promising new ways to target ads while respecting user privacy, and this extended timeline allows for more thorough testing and adaptation. However, a successful transition will likely require brands to reimagine their approach to segmentation and targeting, moving from individual tracking to behaviourally informed interest groups.

Evolving attribution models for multi-channel campaigns

As third-party tracking decreases, the need for alternative attribution models is more critical than ever. Traditional cookie-based models are set to be replaced by data-led approaches that rely on first-party data, such as multi-touch attribution and media mix modelling. Brands will increasingly look to tools that consolidate user engagement data across multiple channels while respecting privacy boundaries, which will allow for more cohesive and accurate measurement of campaign success.

Transparency and consumer trust as key differentiators

One outcome of Google’s extended timeline is that it allows brands to build more robust, transparent practices around data collection and consent. Consumers are increasingly aware of—and concerned about—how their data is used. 

Brands that are transparent about their data collection methods, and allow consumers to exercise choice and control, will be well-placed to build trust and loyalty among privacy-conscious customers.

What to expect in 2025

As a growth-focused marketing agency, we see Google’s 2024 announcement as a sign that the industry will continue to evolve rapidly. 

Privacy Sandbox’s full rollout: With an extended timeline, Google’s Privacy Sandbox tools will likely be fully tested and refined by the end of 2025, setting new standards for privacy-friendly ad targeting and measurement. Brands that adapt early and integrate these tools will be better prepared for the inevitable shift away from cookies.

Increased role of AI in data analysis: As third-party cookies become less relevant, we expect AI to play a bigger role in analysing and activating first-party data. AI-driven insights will be critical for identifying patterns in user behaviour and delivering targeted campaigns without relying on third-party data, helping marketers achieve personalisation while adhering to privacy standards.

Focus on contextual targeting: With user behaviour tracking becoming more limited, contextual targeting will become a key strategy. This approach, which matches ads to relevant content rather than individual user behaviour, offers a more privacy-conscious way to ensure ads reach interested audiences.

Refinement in first-party data collection: First-party data will continue to gain importance as brands seek to build resilient, privacy-first marketing strategies. Collecting, unifying, and acting on first-party data through customer data platforms (CDPs) will be central to delivering personalised user experiences that drive engagement and conversions.

What marketers can do

Build a robust first-party data strategy: Invest in technologies and platforms that facilitate the collection and activation of data to power personalised, compliant campaigns.

Test Privacy Sandbox tools: Begin experimenting with Google’s Privacy Sandbox tools, such as the Topics API and FLEDGE, to understand their potential and limitations for your brand’s advertising needs.

Prioritise transparent data practices: Foster trust by clearly communicating data collection practices and giving consumers control over their data.

Adapt attribution models: Explore cookie-less attribution models and consider solutions that align with privacy-first practices, such as media mix modelling and incrementality testing.

Final thoughts

Google’s retreat announcement signals a gradual yet undeniable shift toward a future where privacy and data transparency take precedence. Whilst the delay offers some reprieve, brands cannot rely on third-party data indefinitely.

The opportunity for marketers lies in proactively building first-party data strategies that meet today’s privacy expectations while delivering meaningful, personalised experiences. 

If you’re ready to future-proof your marketing and explore data-driven strategies that prioritise privacy and consumer trust, get in touch with us. Together, we can build a data strategy that ensures success in a privacy-first world.


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TikTok for e-commerce brands: what to look out for in 2025

Posted on by Khubi Ali

As we enter 2025, TikTok continues to dominate the social media landscape, making it a must-use platform for e-commerce brands that are eager to capture new audiences, drive conversions, and boost brand visibility. With over a billion active users and a continuously evolving set of features, TikTok has positioned itself as a key player in e-commerce growth.

Let’s dive into the newest TikTok trends and features that brands looking for competitive advantage need to know.  

Seamless in-app purchases and shoppable content

TikTok is transforming from a content-sharing app to a fully integrated shopping experience, offering more seamless, in-app purchasing options than ever before. In 2025, the platform is set to expand its shoppable capabilities, allowing users to browse, learn about, and purchase products without ever leaving the platform.

Why it works: This seamless journey reduces cart abandonment and encourages impulse buying, which is key for maximising conversions.

How brands can leverage it: E-commerce brands can focus on creating engaging, authentic content that leads directly to checkout. By integrating TikTok’s in-app storefronts and product links, brands can guide users through an enjoyable yet effective shopping experience. Interactive product demos, influencer partnerships, and TikTok’s live product showcase make it easier than ever for users to purchase on impulse.

AI-driven personalisation for niche targeting

TikTok’s algorithm is more advanced than ever, using artificial intelligence to deliver hyper-personalised content based on user preferences. The algorithm’s refined understanding of user behaviour allows brands to reach niche demographics, offering immense potential for targeted e-commerce campaigns.

Why it works: AI-fuelled personalisation lets brands tap into micro-trends, creating a hyper-relevant content experience.

How brands can leverage it: By staying agile and monitoring trends, brands can harness TikTok’s analytics tools to identify effective content and pivot quickly. Brands that utilise data-driven insights can tailor content to specific audiences, enhancing engagement and improving conversion rates.

Power of nano and micro-influencers

While big-name influencers still hold sway, 2025 is the year of nano and micro-influencers. These creators, with smaller yet highly engaged followings, can be powerful brand advocates. They offer a level of authenticity that resonates with TikTok’s audience, particularly Gen Z, who values genuine recommendations over traditional advertising.

Why it works: Smaller influencers drive deeper connections, resulting in more authentic engagement.

How brands can leverage it: DTC brands can partner with influencers who align with their values and target demographic. Micro-influencers can promote products in ways that feel authentic rather than sales-driven, resulting in higher engagement and credibility. Brands can reach wider, more relevant audiences by enlisting influencers across different demographics.

Interactive and engaging storytelling

TikTok’s short-form, interactive content is evolving in 2025 to emphasise storytelling and engagement, with more tools to encourage user participation. This can include trending challenges, creative prompts, or interactive content that invites viewers to join the conversation.

Why it works: Interactive storytelling invites users to actively engage with the brand, increasing organic reach and fostering a sense of community.

How brands can leverage it: Brands can use TikTok’s tools and formats like hashtag challenges, branded filters, and soundtracks to craft compelling narratives that resonate with their audience. By creating story-driven campaigns, e-commerce brands can encourage viewers to participate in challenges or create their own content using branded prompts, boosting the sense of community which translates into better reach and engagement.

Live shopping events and the growth of social commerce

In 2025, live shopping is set to become one of TikTok’s most influential features for e-commerce brands. Live shopping events blend entertainment with direct sales, giving brands the chance to showcase products in real time, offer exclusive deals, and answer questions on the spot.

Why it works: The combination of live interaction and direct purchasing creates urgency and a sense of exclusivity, driving immediate sales.

How brands can leverage it: Retailers can consider hosting themed and/or seasonal live events, product launches, and Q&A sessions. Engaging the audience with real-time responses, exclusive deals, and interactive polls can enhance the viewer’s experience and make them more likely to convert.

User-generated content (UGC) for social proof

User-generated content remains a cornerstone of TikTok’s ecosystem, with UGC being more influential than ever in 2025. Consumers trust fellow users’ content more than direct advertising, and TikTok’s features make it easy to integrate UGC into brand campaigns.

Why it works: UGC provides social proof, making the brand feel more credible and relatable to potential customers.

How brands can leverage it: Brands can encourage customers to share their own content featuring products, whether through unboxing videos, reviews, or creative product usage. TikTok’s duet and stitch features are ideal for amplifying UGC, creating a sense of community while turning satisfied customers into brand advocates.

Long-form and horizontal content

Breaking away from its short-form video format, TikTok will now encourage long-form and horizontal videos in 2025. The platform’s recent updates allow content creators and brands to post videos up to 10 minutes long and experiment with horizontal formats, catering to TikTok’s growing TV app audience.

Why it works: Longer content and horizontal formats provide new ways to engage viewers and adapt content for multiple platforms.

How brands can leverage it: Brands can experiment with longer product reviews, tutorials, or behind-the-scenes looks, providing more in-depth VSL-type content. Creating content in a horizontal 4K format allows brands to repurpose footage across other platforms, ensuring versatility and extended reach.

Sustainability and value-driven campaigns

TikTok’s predominantly younger audience increasingly values brands that stand for something beyond profit. In 2025, sustainability, ethical practices, and social impact campaigns resonate strongly on TikTok, allowing brands to connect with conscious consumers.

Why it works: Value-driven marketing taps into the desire of TikTok’s audience for brands that share their ethics and ideals.

How brands can leverage it: Retailers can highlight their commitment to sustainable and ethical practices through transparent storytelling, collaborations with values-aligned influencers, and behind-the-scenes content. Campaigns that resonate with social and environmental causes can foster stronger connections with the audience, building trust and loyalty.

Rise of image-based content and TikTok stories

In a surprising twist, TikTok has prioritised image-based content alongside video, allowing brands to post photo carousels with music or audio overlays. The addition of Stories and enhanced image functionality enables brands to provide quick, visually engaging content that is easy for users to consume on the go.

Why it works: Image-based content offers a fresh format, giving users more ways to interact with brands beyond video.

How brands can leverage it: E-com brands can showcase products in photo carousels, allowing for a simple and engaging way to promote collections or seasonal product lines. Stories can also serve as an excellent channel for behind-the-scenes content, quick updates, or exclusive offers, keeping the brand top-of-mind without requiring significant video production.

TikTok shop: turning engagement into sales

TikTok Shop is transforming social shopping, allowing users to discover, browse, and purchase products without leaving the app. In 2025,  this is going to be an essential tool for e-commerce brands aiming to capture audiences at the right moment.

Why it works: By streamlining the journey from discovery to purchase, TikTok Shop reduces friction and encourages impulse buying. The in-app shopping experience is particularly appealing to younger, mobile-first audiences, driving higher conversion rates. This in turn will also reduce abandoned carts. 

How brands can leverage it: To make the most of TikTok Shop, brands will need to focus on authentic, engaging content such as product demos, influencer-led streams, and exclusive live offers. This approach will not only boost sales but also build stronger brand connections, turning casual viewers into loyal customers.

In conclusion

TikTok’s continued evolution presents brands with an unprecedented opportunity to connect with engaged audiences, leverage social commerce trends, and drive consistent sales. By embracing these trends—whether through live shopping events, UGC, long-form content, or values-driven campaigns—brands can create memorable experiences that go beyond traditional advertising formats.

 

The future of PPC: Key trends to drive success

Posted on by Khubi Ali

In an ever-evolving digital landscape, PPC advertising is one of the most dynamic channels, continually adapting to new technologies and consumer behaviours. As we approach 2025, businesses that keep pace with PPC developments will be well-positioned to optimise their campaigns and remain competitive. Here’s a look at the trends set to drive PPC performance in the near future and how brands can leverage these to maximise impact.

AI-driven PPC automation and bidding precision

AI has already had a massive impact on digital advertising, and the coming year will see it integrated even further into PPC. AI-powered PPC automation tools will help streamline campaign management, automating everything from bid adjustments to keyword selection. With real-time data analysis, AI can predict optimal bidding strategies, helping advertisers improve ROAS and reduce manual workload.

Why it matters
AI-powered PPC automation provides real-time adjustments, helping brands achieve better outcomes by predicting and responding to audience behaviour in real time. This is particularly beneficial in competitive markets where timing and cost control are key to maximising returns.

Voice search advertising for natural language queries

With more users opting for voice-activated searches on devices like Amazon Alexa and Google Assistant, voice search ads are quickly gaining ground. By 2025, targeting keywords in natural language and conversational phrases will be essential for PPC success. Brands must optimise for phrases that mirror how people speak, opening up fresh opportunities to capture audience attention.

Why it matters
Voice search is often more specific and question-based, leading to higher intent keywords. Brands that adjust their PPC campaigns to include voice-friendly terms will likely benefit from more relevant traffic and conversions.

First-party data focus with privacy-compliant targeting

As privacy regulations tighten and third-party cookies are phased out, first-party data will be at the core of PPC strategies. First-party data, such as website visits, purchase history, and user preferences, allows brands to personalise ads and build accurate audience segments without compromising privacy. With compliant targeting practices, advertisers can achieve personalisation while respecting user consent and data privacy.

Why it matters
First-party data supports privacy-centred strategies, building trust with audiences while enabling precise targeting. This approach allows stronger relationships with customers, which translates into higher conversion rates and loyalty.

The continued rise of video ads

Video ads continue to dominate social and search platforms due to their high engagement potential. In the near future, video will be an essential component of PPC strategies across platforms like YouTube, Instagram, and TikTok. Interactive, shoppable video ads will increase in popularity, allowing users to make purchases directly from the video. This trend reflects a shift towards content that entertains, educates, and converts into one seamless experience.

Why it matters
Video ads create a more engaging experience for users, helping brands communicate complex messages quickly. Shoppable video ads, in particular, reduce friction by allowing users to act immediately, boosting conversion rates.

Interactive and immersive ad formats

Static ads will increasingly be supplemented by interactive formats like quizzes, polls, and augmented reality (AR) experiences. Such ads offer users an engaging way to explore products or services before committing to a purchase. For example, AR ads can let users ‘try’ a product virtually, helping bridge the gap between physical and digital shopping experiences.

Why it matters
Interactive ads generate higher engagement and keep users on the page longer, improving both click-through and conversion rates. They also offer valuable data on user preferences and engagement, helping brands fine-tune future campaigns.

Seamless cross-platform integration

Cross-platform PPC campaigns that cover multiple devices—from mobiles to smart TVs—will be crucial as users move fluidly across digital environments. By ensuring consistent ad messaging and functionality across platforms like Google, Meta, and LinkedIn, brands can reinforce their messaging and maximise reach.

Why it matters
Cross-platform strategies increase brand visibility and create a cohesive user experience across touchpoints. Integrating PPC efforts across channels ensures that customers receive consistent messages, enhancing both brand recall and engagement.

Ad customisers for real-time personalisation

Ad customisers allow advertisers to tailor messaging based on real-time variables such as location, device, or time of day. By next year this will become an industry standard, enabling brands to provide highly relevant, tailored experiences. Whether it’s offering discounts to nearby users or highlighting specific products based on device type, ad customisation helps enhance relevance and drive conversions.

Why it matters
Ad customisers improve the relevance of PPC ads, enhancing engagement and conversion rates by making ads feel personalised. This is particularly effective for time-sensitive promotions or localised campaigns.

Advanced attribution for insightful cross-channel tracking

Understanding how different channels contribute to conversions is critical, and next year will see a surge in advanced attribution models. Tools like Google Analytics 4 will allow marketers to better understand the customer journey by capturing insights from every touchpoint. This approach enables advertisers to allocate budgets more strategically, based on each channel’s true impact.

Why it matters
Advanced attribution models help brands understand the role of each interaction along the conversion path. This leads to more informed budgeting decisions and helps improve overall PPC performance by focusing on high-impact channels.

Final thoughts

2025 will be a pivotal year for PPC as AI, video, privacy, and personalisation reshape the landscape. Brands that embrace these trends—through AI-powered automation, first-party data strategies, voice search, video content, and advanced attribution—will be equipped to drive results. 

The PPC ecosystem is growing more complex, but with a proactive approach, businesses can harness these developments to optimise campaigns, boost conversions, and achieve sustained growth.


For more information and detailed insights on the state of e-commerce marketing in 2024   

Top affiliate marketing platforms to boost your sales

Posted on by Khubi Ali

Affiliate marketing is a powerful tool for businesses looking to expand their reach, drive sales, and boost brand visibility. By partnering with affiliate marketers, businesses can tap into new audiences and generate revenue through commission-based partnerships. Below are some of the best affiliate marketing platforms for businesses to scale, ensuring streamlined operations and profitable collaborations.

Awin (Affiliate Window (Awin’s UK subset))

Awin is one of the leading affiliate marketing platforms offering access to a vast network of affiliates, including bloggers, influencers, and content creators. Awin provides robust tracking tools, real-time analytics, and personalised support, making it easier for UK brands to manage and optimise their affiliate campaigns.

Key features

  • Large network of UK and European affiliates across various sectors
  • Performance-based payment model to ensure you only pay for successful sales
  • Real-time reporting and analytics for campaign optimisation

Client example: Marks & Spencer, one of the UK’s largest retailers, uses Awin to manage its affiliate marketing programme, partnering with influencers and content creators across the fashion and homeware sectors. This strategy drives significant traffic and boosts sales. Through Awin, Marks & Spencer has effectively broadened its digital reach, increasing online sales and strengthening its brand presence, particularly among a younger, more tech-savvy audience.

Our verdict: Awin is a fantastic platform for UK-based businesses looking to scale their affiliate efforts. Its large network and sophisticated tools make it a top choice for driving sales.

Rakuten Advertising

Rakuten Advertising is a globally recognised affiliate platform, offering access to a vast network of publishers and affiliates across multiple industries. The platform is known for its strong partnerships with premium brands, providing advanced tracking tools and cross-channel promotional capabilities, which are ideal for businesses that need a global reach, including the UK.

Key features

  • Extensive global affiliate network across diverse industries
  • Advanced data insights for optimising performance
  • Cross-channel promotion for integrating affiliate efforts with other marketing campaigns

Client example: Debenhams, a leading UK department store, has used Rakuten Advertising to connect with global affiliates. By leveraging Rakuten’s wide network, Debenhams boosts its online visibility and generates additional revenue streams through new affiliate partnerships, which has helped offset declines in footfall to its physical stores.

Our verdict: Ideal for global brands looking to manage multiple affiliate programs across different regions. Its advanced tracking and reporting features are excellent for performance-driven campaigns.

Tradedoubler

Tradedoubler is a well-known affiliate marketing platform with a strong focus on European markets. It offers seamless integration with popular e-commerce platforms like Shopify and Magento, making it easy for businesses to manage multi-channel affiliate campaigns. With advanced tracking and automation tools, Tradedoubler is perfect for companies that need a scalable solution.

Key features

  • Integration with leading e-commerce platforms like Shopify
  • Advanced tracking and real-time reporting for data-driven decision-making
  • Automation features to simplify affiliate management

Client example: Microsoft has used Tradedoubler to manage its affiliate marketing efforts across Europe. The platform’s integration with Microsoft’s e-commerce infrastructure ensures seamless tracking and automation, enabling the tech giant to run targeted campaigns that promote its wide range of products, from software to hardware. By leveraging Tradedoubler, Microsoft has been able to significantly increase its market penetration in Europe, especially in the consumer and small business segments. This has helped the brand drive additional revenue by reaching new audiences and enhancing its digital footprint across diverse regions, all while streamlining the management of its campaigns through automation.

Our verdict: Tradedoubler is an excellent platform for businesses in Europe that require advanced tools and integration capabilities. If you are looking for a scalable solution to manage multi-channel campaigns, Tradedoubler offers everything you need to drive affiliate sales efficiently.

CJ Affiliate

CJ Affiliate is a well-established name in affiliate marketing, known for connecting businesses with top-tier, premium publishers and influencers making it an ideal choice for brands seeking high-quality, performance-driven collaborations. The platform provides advanced performance tracking and analytics, allowing businesses to optimise their affiliate campaigns effectively. 

Key features

  • Access to a network of premium affiliates, including top publishers and influencers
  • Powerful analytics and reporting tools for data-driven decision-making
  • Strong focus on performance marketing, ensuring measurable results

Client example: GoPro, the action camera brand, partners with CJ Affiliate to tap into influential content creators and publishers. CJ Affiliate has played a crucial role in transforming GoPro’s affiliate marketing strategy by connecting the brand with high-quality publishers and influencers. This has led to a significant boost in global sales and heightened brand awareness, particularly within niche outdoor and adventure communities, helping GoPro maintain its position as a leader in the action camera market.

Our verdict: CJ Affiliate is ideal for brands looking to collaborate with premium publishers and influencers. Its strong analytics capabilities make it the go-to platform for businesses focused on performance-driven affiliate marketing.

Partnerize

Partnerize is an advanced affiliate marketing platform that focuses on automation and real-time insights. With AI-powered recruitment, Partnerize enables businesses to automate various aspects of affiliate management, from discovery and onboarding to payment processing. The platform also supports cross-channel tracking, making it easier to manage campaigns across different platforms.

Key features

  • AI-powered affiliate recruitment and automation
  • Real-time data insights and reporting for quick optimisation
  • Cross-channel tracking for comprehensive campaign management

Client example: Uber, the ride-sharing giant, leverages Partnerize to manage its global affiliate program. The platform’s real-time insights and automation tools have enabled Uber to scale its affiliate marketing globally, driving increased bookings and app downloads through highly targeted campaigns. The platform’s automation features have streamlined Uber’s affiliate operations, allowing the company to expand its customer base while optimising performance and reducing manual efforts across multiple markets.

Our verdict: Partnerize is perfect for fast-growing businesses that require automation and real-time analytics. Its advanced tech stack is ideal for brands looking to streamline their affiliate marketing efforts and scale rapidly.

Webgains

Webgains is a well-regarded affiliate platform offering cost-effective solutions for mid-sized businesses. The platform emphasises performance and ROI-driven strategies, helping businesses grow through effective affiliate partnerships. Webgains also provides dedicated account management, making it easier for businesses to navigate the affiliate marketing landscape.

Key features

  • Dedicated account management for personalised support
  • Data-driven insights and performance tracking
  • Scalable solutions designed for growing businesses

Client example: Curry’s, a popular electronics retailer in the UK, uses Webgains to manage its affiliate marketing efforts. The platform’s scalable solutions have helped Curry’s grow its network of affiliates and significantly boost its online sales, particularly during key shopping periods like Black Friday. The platform’s data-driven approach has enabled Curry’s to target the right affiliates, optimising campaigns for maximum ROI and expanding its digital reach, leading to a noticeable uplift in both traffic and conversions.

Our verdict: For mid-sized businesses looking for a cost-effective affiliate platform with strong performance tracking, Webgains is a great choice.

Impact

Impact is a highly customisable affiliate marketing platform designed to meet the unique needs of businesses. It integrates with other marketing tools and provides real-time tracking, allowing businesses full control over their affiliate marketing efforts. The platform is ideal for companies that need flexibility and customisation to manage their affiliate programs effectively.

Key features

  • Customisable affiliate marketing solutions
  • Integration with other marketing platforms
  • Real-time performance tracking and optimisation

Client example: ASOS, one of the UK’s most popular online fashion retailers, uses Impact to customise its affiliate marketing strategies. Impact allows ASOS to tailor campaigns based on region, product categories, and performance metrics, ensuring a highly targeted approach to drive affiliate sales. Through the use of Impact’s customisable tools, ASOS has been able to drive exponential growth in its international markets, enhancing both customer acquisition and retention through strategic affiliate partnerships.

Our verdict: Impact is an excellent choice for businesses that want full control over their affiliate marketing and the ability to customise their solutions to fit specific needs.

ClickBank

ClickBank is a popular affiliate marketing platform, particularly for businesses focused on selling digital products such as online courses, software, and e-books. The platform offers an easy-to-use interface and a vast network of affiliates who specialise in promoting digital products, making it a top choice for UK-based digital entrepreneurs.

Key features

  • Focus on digital products and online services
  • Large network of affiliates with expertise in digital marketing
  • User-friendly platform for creating and managing affiliate programs

Client example: Udemy, a leading online learning platform, uses ClickBank to promote its courses via a network of digital marketing affiliates. This has helped boost enrolments, particularly in niche subjects, and helped expand Udemy’s reach both in the UK and globally. ClickBank has played a key role in growing Udemy’s digital sales, solidifying its position as a leader in online education.

Our verdict: If you’re a business focused on digital products, ClickBank is a top choice. Its user-friendly interface and extensive affiliate network make it easy to connect with partners who can help promote your offerings effectively.

Key features to look for in an affiliate marketing platform

  • Automation: Automating affiliate tracking and reporting to save time and reduce manual work.
  • Integration: Ensure the platform integrates with your existing e-commerce and CRM tools.
  • Real-time reporting: Access data and performance metrics in real-time to optimise campaigns.

Choosing the right affiliate marketing platform

When deciding on the best platform for your business, consider the following

  • Business goals: Define what you want to achieve through affiliate marketing—brand awareness, sales growth, or audience expansion.
  • Budget: Determine how much you’re willing to invest in an affiliate program and find platforms that fit your budget.
  • Trial period: Take advantage of free trials or demos to ensure the platform meets your specific needs.

Investing in the right affiliate marketing platform can significantly increase your sales, drive traffic, and help expand your brand presence.

Top 7 inventory management tools for e-commerce brands

Posted on by Khubi Ali

Imagine this. You’ve just launched a winning ad, and sales are skyrocketing. Your best-selling product is flying off the virtual shelves—all is well until your bestseller is unexpectedly out of stock. At the same time, other products sit untouched in your warehouse. This imbalance not only results in lost sales but also ties up capital in unsellable inventory.

Such scenarios are all too common among businesses without effective stock control. To avoid these pitfalls, e-commerce brands need reliable tools and software to help manage stock efficiently. The right solution can automate reordering, track stock levels in real-time, and offer valuable insights into your sales performance.

Here, we look at the top inventory management tools tailored for Shopify stores, to help you streamline operations and fuel growth.

Benefits of a good inventory management system

  • Optimise stock levels: Prevent over-ordering or running out of stock.
  • Automate restocking: Trigger orders automatically when stock levels are low.
  • Track trends: Monitor what’s selling quickly and what’s underperforming for better forecasting.

Top inventory management systems for e-commerce brands

Stocky by Shopify

Best for: Shopify stores looking for a native solution.

Stocky is Shopify’s native inventory app, designed to integrate seamlessly with your store. It helps you manage stock, track supplier performance, and automate purchase orders. Stocky’s intuitive dashboard lets you see sales trends and restock needs at a glance.

Key features

  • Automated purchase orders based on sales performance
  • Real-time inventory tracking
  • Advanced reporting on product profitability

Pricing
Included with Shopify POS Pro plan (£89/month).

Our verdict
Stocky is perfect for Shopify users who want a streamlined, native inventory solution. It provides all the essential features for managing stock and is built to handle both online and in-store stock seamlessly.

TradeGecko (QuickBooks Commerce)

Best for: Multi-channel sellers using Shopify and QuickBooks.

TradeGecko, now known as QuickBooks Commerce, is a powerful inventory and order management platform that integrates smoothly with Shopify. It helps you manage stock across multiple locations, automate workflows, and track sales performance, offering advanced insights into your supply chain.

Key features

  • Multi-location inventory management
  • Integration with Shopify and QuickBooks
  • Automated purchase orders and workflow automation

Pricing
Starting at £40/month.

Our verdict
Ideal for growing businesses that sell across multiple channels, TradeGecko offers robust tools for inventory management. Its integration with QuickBooks makes it a strong choice for businesses looking to streamline both inventory and financial operations.

Katana

Best for: Manufacturers using Shopify.

Katana is designed for small manufacturers who also sell online. It tracks inventory across locations in real time and provides visibility into raw materials and finished goods. Katana helps manufacturers streamline production workflows and manage stock levels efficiently.

Key features

  • Real-time inventory control of raw materials and products
  • Integration with Shopify and WooCommerce
  • Visual production planning and stock management

Pricing
From £160/month.

Our verdict
Katana is a great solution for manufacturers that need more visibility and control over their production and inventory. Its seamless integration with Shopify makes it an excellent choice for small manufacturers.

Skubana

Best for: Fast-growing e-commerce brands.

Skubana is an all-in-one platform that centralises order and inventory management for fast-growing e-commerce brands. It connects with Shopify and other sales channels to synchronise stock levels, automate purchase orders, and provide actionable insights for optimising inventory.

Key features

  • Unified order and inventory management across multiple channels
  • Automated stock replenishment based on sales forecasts
  • In-depth analytics for better stock control

Pricing
Starts at £790/month.

Our verdict
Skubana is an excellent option for businesses scaling quickly and needing a robust inventory management tool. It offers advanced features for businesses with complex inventory requirements.

DEAR Inventory

Best for: Comprehensive stock management with financials.

DEAR Inventory offers end-to-end stock management, from purchasing and sales to production and fulfilment. It integrates seamlessly with Shopify and includes built-in accounting features, allowing businesses to manage both inventory and finances in one place.

Key features

  • Full inventory and order management
  • Multi-currency support
  • Built-in accounting and financial reporting

Pricing
Starting at £180/month.

Our verdict
DEAR Inventory is ideal for businesses looking for a comprehensive solution that manages both stock and finances. It’s a great tool for growing brands that need to optimise their operations while maintaining control over their financials.

Zoho Inventory

Best for: Small to medium-sized Shopify businesses.

Zoho Inventory offers a cost-effective solution for small and medium-sized businesses. It includes multi-channel sales, warehouse management, and real-time inventory tracking. Zoho’s user-friendly interface makes it a popular choice for businesses that don’t need overly complex systems.

Key features

  • Multi-channel sales and warehouse management
  • Real-time inventory tracking
  • Integrations with Shopify, Amazon, and eBay

Pricing
From £25/month, with a free version available.

Our verdict
Zoho Inventory is an affordable solution for small businesses looking to gain more control over their stock. It’s simple to use and integrates well with Shopify, making it a solid choice for growing e-commerce brands.

Finale Inventory

Best for: High-volume Shopify stores.

Finale Inventory is built for high-volume e-commerce businesses. It offers advanced features like serial number tracking, inventory replenishment forecasting, and barcode scanning. Finale also integrates seamlessly with Shopify, making it easy to manage stock and fulfilment for large-scale operations.

Key features

  • Real-time stock updates and multi-location management
  • Barcode scanning and serial number tracking
  • Forecasting tools to prevent stockouts

Pricing
Starts at £90/month.

Our verdict
For businesses handling large volumes of stock, Finale Inventory offers the advanced features needed to keep things running smoothly. Its forecasting tools and real-time updates make it ideal for high-volume operations.

Key features to look for in an inventory management tool

  • Automation: Automate stock control to reduce manual input and errors.
  • E-commerce integrations: Ensure the tool integrates with platforms like Shopify, Amazon, or WooCommerce.
  • Mobile access: Manage your inventory on the go with mobile apps.
  • Analytics: Get insights from sales and stock data to make informed decisions.

Choosing the right tool for your business

Choosing the best tool depends on your business size, needs, and budget. Follow these steps to find the right solution.

Define your needs: Consider your business size, whether you sell across multiple channels, and your stock management needs.

Set your budget: Weigh the cost of manual stock management against investing in a tool that automates and optimises processes.

Test the software: Take advantage of free trials to see which tool suits your workflow.

Look for unique features: Evaluate any additional features that could benefit your business.

Investing in the right inventory management software can help improve your operational efficiency, prevent stockouts, and streamline your e-commerce growth. Whether you’re a small business or a fast-growing brand, these tools will help you stay on top of your stock management in 2025.

 

Top marketing attribution software to boost your business growth

Posted on by Khubi Ali

Whether you’re an e-commerce brand or a B2B business, it is important to understand which marketing channels contribute most to your sales and conversions to make smart decisions. By tracking customer journeys across various touchpoints, attribution tools provide valuable insights into the effectiveness of ad campaigns, enabling you to see exactly where your marketing is paying off. Thus allowing you to create informed strategies and optimise your efforts for maximum impact.

However, navigating the world of attribution software can be overwhelming. With countless choices available, it can be difficult to determine which one is the best fit for your business.

Here we look at the best available attribution software for 2025. We’ve broken them down by type, features, benefits, and price point—to help you choose the right solution.

Different types of marketing attribution software

Attribution tools generally fall into three key categories: single-touch, multi-touch, and marketing mix modelling. Each type has its strengths, and understanding these distinctions can help you choose the right solution for your business.

1. Single-touch attribution

Single-touch attribution assigns all credit for a conversion to a single touchpoint in the customer journey, either the first or last interaction.

  • First-click attribution focuses on the initial touchpoint, rewarding the channel that first introduced the customer to your brand.
  • Last-click attribution credits the final interaction, or the last ad clicked before a purchase.

While useful for understanding which channels bring in new customers and which channels close sales; single-touch models offer a limited view of the entire customer journey and may miss important touchpoints that influence conversions.

2. Multi-touch attribution (MTA)

Multi-touch attribution gives credit to multiple touchpoints throughout the customer journey, offering a more comprehensive view of how various channels work together to drive sales. 

Common multi-touch models include

  • Linear attribution: Distributes credit equally across all touchpoints involved in the conversion process.
  • Time-decay attribution: Assigns more weight to interactions that occur closer to the conversion event.
  • U-shaped and W-shaped models: Attribute more credit to touchpoints at critical moments, such as the first interaction and the point of conversion.

This type of attribution provides deeper insights into how different channels contribute to conversions and is useful for businesses with complex marketing funnels.

3. Marketing Mix Modelling (MMM)

Marketing mix modelling uses statistical analysis to evaluate the impact of various marketing efforts, including both online and offline channels. Unlike multi-touch attribution, which focuses on digital interactions, MMM also considers broader marketing activities such as TV, radio, and print.

MMM is especially valuable for businesses investing in a wide range of marketing efforts, providing insights into how different marketing activities work together to drive sales and optimise budgets accordingly.

The benefits of using marketing attribution software

Marketing attribution tools offer several benefits, especially for brands relying on multi-channel marketing efforts:

  • Maximised marketing spend: By clearly identifying which channels drive conversions, businesses can focus their budgets on the most effective platforms, improving overall return on investment (ROI). This ensures that no money is wasted on underperforming channels.
  • Enhanced decision-making: Attribution software provides detailed insights into customer journeys, helping businesses make informed decisions on where to invest in marketing efforts. This clarity leads to better optimisation of campaigns and improved targeting.
  • Improved collaboration across teams: Marketing attribution software gives teams a unified view of the customer journey. Whether it’s marketing, sales, or product teams, they can work together more effectively to optimise customer touchpoints and messaging.
  • Deeper customer insights: By tracking customer interactions across various platforms, attribution tools help businesses understand what motivates customer actions, allowing for more personalised marketing approaches and better customer engagement.

Top 5 attribution software to choose from

Fospha

Best for: Comprehensive data analysis

Fospha is a versatile attribution tool designed to provide detailed insights into customer journeys across multiple channels. With its advanced machine learning and predictive analytics capabilities, Fospha enables businesses to optimise their marketing efforts and forecast customer behaviour accurately.

Key features

  • Multi-touch attribution
  • Predictive analytics using machine learning
  • Cross-channel performance tracking

Pricing
Custom pricing based on business needs.

Our verdict
Fospha is perfect for brands seeking a powerful solution for tracking multi-channel performance. Its ability to provide predictive insights makes it an essential tool for brands aiming to improve marketing efficiency.

Ruler Analytics

Best for: Multi-channel attribution

Ruler Analytics is an exceptional tool for tracking customer journeys across multiple channels, including Google Ads, Facebook, and LinkedIn. It connects marketing activity to sales and revenue, making it easy for businesses to see exactly which marketing efforts are driving conversions.

Key features

  • Multi-channel attribution
  • Lead and revenue tracking
  • Integrates with major ad platforms like Google Ads and Facebook

Pricing
Starts at £179/month.

Our verdict
Ruler Analytics is a fantastic option for mid-sized businesses looking for a comprehensive attribution solution across multiple channels. Its user-friendly interface and deep analytics make it a popular choice for brands aiming to optimise their marketing spend.

Hyros

Best for: High-level campaign tracking

Hyros is designed for businesses that require in-depth tracking of marketing campaigns across multiple platforms. By using machine learning to analyse customer behaviour, Hyros helps brands make data-driven decisions, particularly in campaigns with high ad spend.

Key features

  • AI-driven attribution
  • In-depth ad tracking across multiple platforms
  • Customisable reports

Pricing
Starts at $299/month.

Our verdict
Hyros is ideal for brands running complex, high-budget campaigns. Its AI-powered insights provide clarity into customer journeys and enable accurate tracking of return on investment (ROI).

Triple Whale

Best for: Shopify-based e-commerce businesses

Triple Whale is tailored for Shopify stores and provides an easy-to-use platform for tracking marketing performance. It helps measure ad spend and customer journeys in real time, with a focus on optimising marketing efforts to drive growth.

Key features

  • Shopify integration
  • Real-time analytics
  • Ad spend tracking across platforms

Pricing
Starts at £135/month.

Our verdict
Triple Whale is a must-have for Shopify-based brands. It delivers real-time insights into marketing performance, allowing you to tweak campaigns and improve ROI effectively.

Cometly

Best for: Social media ad tracking

Cometly is an attribution tool designed to track and optimise social media ad campaigns. It integrates with major platforms like Meta providing real-time insights into ad performance and helping businesses link campaigns directly to revenue.

Key features

  • Multi-channel attribution
  • Social media ad tracking
  • Real-time data and reporting

Pricing
Starts at £100/month.

Our verdict
Cometly is ideal for businesses focused on social media ad campaigns. Its intuitive dashboard and powerful tracking features make it a great option for small to medium-sized brands.

Choosing the right attribution software for your business

Selecting the right attribution software is key to optimising your marketing efforts. To make the right choice, consider the following features and factors:

  • Multi-touch attribution: Opt for software that can track and credit each touchpoint in the customer journey, offering a comprehensive view of how different channels contribute to conversions.
  • Real-time insights: Choose a tool that provides immediate feedback on campaign performance, enabling quick adjustments for improved results.
  • Cross-channel compatibility: Ensure the software integrates with all your marketing platforms, such as social media, email, and paid ads, for a unified view of your efforts.
  • Custom reports: Look for software that allows you to tailor reports to your business needs, highlighting the metrics most relevant to your objectives.

In addition to these features, keep the following considerations in mind:

  • Understand the complexity of channels: Identify the complexity of sales channels and the level of data insights needed to inform your marketing strategy.
  • Budget wisely: Ensure the software fits your budget while offering essential features to enhance your marketing performance.
  • Test before committing: Many attribution tools offer free trials—use these to evaluate if the software meets your needs.
  • Plan for growth: Select a tool that can scale with your business, handling increasing data as your brand expands.
  • Ensure data accuracy: The software should provide precise tracking of customer journeys and lead sources to support more informed decision-making.

Attribution software will continue to be an essential tool for businesses in 2025, helping optimise marketing spend, track customer journeys, and boost conversions. Whether you’re a small brand or a fast-growing enterprise, investing in the right software can make a significant impact on your bottom lines.