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April 2026
FeaturesAI
1st April

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AI Analyst — Early Access

Launched the Crux AI Analyst, a Slack-native assistant that answers natural language questions about your store data and delivers automated daily and weekly performance reports directly in your Slack workspace.Ask questions in plain English. The analyst translates your questions into BigQuery SQL, runs them against your data warehouse, and returns a clear, formatted answer. No dashboards to navigate, no exports to pull, no waiting for a report.Example questions it can answer:
  • “What were our top 5 products by revenue last month?”
  • “How did new customer acquisition change week on week?”
  • “Which channel had the highest AOV in March?”
  • “What’s our discount rate trend over the last 8 weeks?”
Automated daily reports delivered each morning covering:
  • Total and new vs. repeat revenue
  • Order volume and AOV (overall, new, and repeat)
  • New user and session volume
  • Discount rate, with week-on-week comparisons throughout
Automated weekly reports covering:
  • Revenue, orders, AOV and new customer mix for the full week vs. prior week
  • Product category revenue breakdown
  • Discount rate trends
Works in shared Slack Connect channels, so your team gets reports directly in the channels you already use without needing to add another tool.The AI Analyst is currently in early access with select clients. Get in touch to join the waitlist.
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March 2026
AttributionAnalytics
25th March

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Multi-Touch Attribution Framework

Launched a full GA4 raw events attribution pipeline that combines five data sources into a single waterfall, recovering orders that standard UTM tracking misses entirely. Read the full attribution overview and how it works.How it works:
  • GA4 raw events are synced directly into BigQuery, bypassing GA4’s interface sampling. First-click attribution is identified across the full purchase cycle, with no time-bound cutoff for long purchase windows.
  • Discount codes mapped to channels, campaigns and ad groups via a Google Sheet you control, correctly attributing influencer, referral, affiliate and offline-driven orders.
  • Shopify customer journey provides a fallback using Shopify’s independent last non-direct touchpoint tracking.
  • Post-purchase surveys (Fairing, Kno, Triple Whale) capture offline touchpoints such as word of mouth, podcast mentions and TV ads.
  • Order note attributes from affiliate and influencer platforms (Awin, Social Snowball, Saral, Superfiliate) serve as the final recovery layer.
Both first-click and last-click attribution are captured for every order. First-click is the default across all dashboards, reflecting the full acquisition journey. Last-click is available for CRM channels and visibility.Channel mapping rules live in a connected Google Sheet, allowing you to update attribution logic, add new discount code mappings, or change channel groupings without any code changes. Rules are priority-ordered and case-insensitive.This typically captures 90%+ of influencer-driven orders compared to 15-25% with UTM tracking alone, and attributes around 31% more revenue than standard last-click UTM reporting.
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March 2026
Health MetricsAnalytics
5th March

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Meta Ad Fatigue Monitoring

Added a new health metric for detecting creative fatigue across Meta ad accounts, using survival curve analysis combined with Little’s Law replacement rate modelling.
  • Ad fatigue status consolidated per ad, flagging ads approaching or past their performance shelf-life
  • Healthy ad gap metric added to the Business Health dashboard, showing how many new ads are needed to maintain current performance levels
  • Daily new ads and ad winners tracked to surface whether your creative pipeline is keeping pace with fatigue rates
  • Low-efficiency threshold applied to separate ads that have faded from those that never performed
See the Meta Performance dashboard for ad-level fatigue data.

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Repurchase Rate

Added repurchase rate to the retention metrics suite, tracking the share of customers who return for a second purchase within a defined window. Available across the LTV & Retention dashboard and customer profile models.
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February 2026
FeaturesAnalytics
4th February

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Budget Optimiser

New strategic planning tool that uses historical performance data to model how each marketing channel responds to spend changes, helping you evaluate allocation trade-offs before committing budget.Key capabilities:
  • Elasticity modelling calculates each channel’s scaling responsiveness using logarithmic regression on your full historical data
  • Performance scoring weights elasticity, recent aMER, CM2 margin, and spend history to rank channels for growth budget allocation
  • Demand capture vs demand generation split treats Brand Search and Affiliate as fixed costs, directing growth budget only toward scalable channels
  • Confidence-based guardrails apply ±20% swing limits for high/medium confidence channels, and ±10% for low confidence, preventing radical reallocation from statistical noise
  • Saturation detection applies dynamic elasticity decay when projected spend exceeds historical maximums
  • Seasonal adjustments apply monthly indices so forecasts reflect your historical revenue patterns across the year
  • Multiple budget scenarios generated at £25K intervals, allowing side-by-side comparison of allocation across spend levels
The optimiser is a strategic planning tool for quarterly budget reviews, not day-to-day optimisation. Outputs are directional guidance, not guaranteed forecasts.
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February 2026
Analytics
25th February

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Customer Profile & Sales Reporting Enhancements

  • Last order attributes added to customer profiles, including channel, product, and discount code from each customer’s most recent purchase
  • Total, new and repeat sales definitions standardised across all reporting models, allowing consistent segmentation of revenue by customer type
  • Active customer definition aligned across the platform for consistent cohort and retention reporting
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January 2026
AnalyticsUI
23rd January

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Dashboard UI refresh

Updated dashboard suite UI for easier interpretation of graphs, charts & tables.
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January 2026
FeaturesAnalytics
5th January

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Ecommerce Conversion Funnel

Added a conversion funnel report allowing a breakdown of conversion through the website (and custom subscription funnel if applicable) by country & marketing channels.
  • Subscription Flow Start %
  • Subscription Flow step conversion
  • Checkout flow step conversion (shipping, payment and complete checkout)
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December 2025
Health Metrics
21st December

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Health Metrics Update

Added new health metrics:
  • Cost per user
  • Retention rate
  • Total users
  • New users
  • CAC Acceleration Rate (CAR)
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November 2024
InfrastructureData Quality
Data Quality & Infrastructure

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Elementary Package Integration

Integrated Elementary data observability package for automated data quality monitoring and testing across our DBT models. This enhancement provides real-time alerts for data anomalies and improves pipeline reliability.

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Incremental Model Optimisation

Restructured incremental models to improve query performance and dashboard speeds. Updated refresh logic for GA4 events to handle the 72-hour update window more efficiently.
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November 2024
Documentation
Documentation Expansion

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Influencer Performance Documentation

Published comprehensive documentation for the Influencer Performance dashboard, including post-level ROI tracking, winner identification criteria, and discount code attribution methodology.Added detailed documentation for the Paid Search Performance dashboard covering campaign type classification, keyword attribution, and Brand vs Generic performance analysis.

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Meta Ads Documentation

Launched complete Meta Performance dashboard documentation with ad-level metrics, creative performance tracking, and video engagement analysis.

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Customer Deep Dive Documentation

Released customer-level analysis documentation covering LTV calculations, behavioural segmentation (New, Active, Lapsed, Churned), and cohort methodology.
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November 2024
Health MetricsAnalytics
Health Metrics Expansion

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Health Metric Type Categorisation

Enhanced statistical health indicators with improved categorisation logic, enabling more accurate anomaly detection across different metric types (count, rate, currency).

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Influencer Health Indicators

Added statistical health monitoring for influencer performance metrics including post-level ROI, CAC by creator, and conversion tracking with day-of-week seasonality adjustments.Implemented health indicators for paid search campaigns with campaign type-specific thresholds and performance anomaly detection.

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Meta Ads Health Monitoring

Deployed health indicators for Meta advertising metrics including ad-level performance tracking, creative fatigue detection, and audience efficiency monitoring.
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October 2024
FeaturesAttribution
Core Features & Attribution
Launched comprehensive Paid Search dashboard with Google Ads and Bing integration, automatic campaign type classification (Brand, Generic, Shopping, Performance Max), and complete attribution from click to order.

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Attribution Framework Enhancement

Improved multi-channel attribution logic with enhanced discount code tracking, source/medium classification, and first-touch attribution methodology for accurate customer acquisition tracking.

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Marketing Costs Staging Model

Introduced staging model for additional marketing costs (influencer fees, affiliate commissions, agency costs) enabling accurate CM3 profitability calculations and complete CAC tracking.
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September 2024
Infrastructure
Platform Foundation

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Data Model Materialisation Strategy

Optimised DBT model materialisation strategy across the platform, implementing incremental models for high-volume tables and improving overall pipeline performance.

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Core Data Infrastructure

Established foundational data models connecting Shopify, GA4, Meta Ads, and Google Ads into unified BigQuery warehouse with standardised naming conventions and data quality checks.