Consumer Products & Brands
A brand that sells through its own store, through marketplaces and in showrooms usually ends up with three versions of its sales. We build the measurement and storefront that reconcile them, then run campaigns against the reconciled figure.
Discuss this with usMarket context
Fake reviews and hidden fees became banned practices across the UK on 6 April 2025 under the Digital Markets, Competition and Consumers Act 2024, with the CMA taking powers to enforce consumer law directly.
Source: Department for Business and Trade, press release, 6 April 2025
In 2025, 63% of EU online shoppers reported no problem when buying online. The most common problem, delivery slower than expected, was reported by 20%, and 12% found the website difficult to use or unsatisfactory.
Source: Eurostat, E-commerce statistics for individuals (2025 data)
High-ticket consumer products often sell after a phone call, a showroom visit or a consultation, so online checkout data understates what advertising produces.
Business challenges
01
Advertising with no working sales measurement
We have seen brands advertise for years while their analytics recorded no revenue at all. Phone and messaging enquiries were logged at zero value alongside purchases, so value-based bidding had nothing to optimise against.
02
Selling like a showroom, buying media like an online shop
When most sales close by phone or in person, campaigns optimised for online checkout reward the wrong clicks. The strongest search campaign can end up paused while a weaker automated one keeps spending.
03
Replatforming without losing history
Moving products, customers and order history to a new platform can break URLs, reviews and year-on-year reporting unless every record is counted on both sides before the old store is switched off.
04
Reviews and product claims under consumer law
UK law now bans fake reviews and concealed incentivised reviews. Brands need a review process that would survive a regulator's questions, and product pages whose claims match the product.
Where the opportunity sits
Lead campaigns with tracking per platform
Dedicated call-tracking numbers for each ad platform, plus logged form leads, let a brand measure enquiries while its online store is still being rebuilt.
A migration finance can audit
A record-by-record count of products, variants, images, customers and historical orders against the old platform gives the finance team a closing reconciliation instead of an assurance.
Launch work run as one programme
For a new brand, positioning, storefront, policy pages, account set-up and production-equipment decisions run as one phased programme with milestone checks, so nothing waits on a missing dependency.
How we approach it
We map where the brand actually sells and how each channel records a sale. Measurement comes first: e-commerce events, revenue reconciliation, server-side events where they are justified, and lead tracking for sales that close off-site. Platform work follows, including migrations with an independent count of every record moved. Campaigns are then built against the reconciled figure, with acceptance criteria written into the engagement so both sides agree in advance what finished looks like.
How our experience is evidenced
Anonymised engagements with consumer brands in Türkiye and the United States: a measurement rebuild and platform migration for a premium manufacturer that sells online and through showrooms, a technical recovery for a US-facing home products store, and a phased launch programme for a new design-led brand. The migration and technical fixes were verified; revenue effects have not yet been measured.
Questions executives ask
Most of our sales close by phone or in a showroom. Can you still measure advertising?
Yes, within limits we state at the start. We use form tracking and a separate call-tracking number per ad platform, log every lead, and match leads to the sales your team records. Offline attribution is never as exact as an online checkout, and the report says so.
Can you move our store to Shopify without losing order history?
We have migrated products, variants, images, customers and historical orders between platforms with an independent count on both sides. Redirects for old URLs are planned before cut-over, based on which URLs search engines actually hold.
Do you write our legal policies?
We prepare platform policy pages and checklists and flag consumer-law risks such as review handling. We do not give legal advice, and final legal texts should be reviewed by a qualified lawyer in your jurisdiction.
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