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January 2026
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
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
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
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 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 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
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
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.