McFly Ads
My consulting practice, and the Shopify app I built
McFly Ads is my consulting practice. I work with e-commerce and DTC brands on measurement strategy, attribution, and media optimization. Separately, I built and launched the Mcfly Analytics Shopify App, which shows merchants cohorts, lifetime value, and five years of sales. It's live on the Shopify App Store.
Founder and Data Analytics Consultant · McFly Ads · Apr 2020 – present
martysmithson04@gmail.comLinkedIn (opens in a new tab)Resume PDFMcfly Analytics Shopify App (opens in a new tab)
Consulting
E-commerce and DTC brands bring me in for measurement, attribution, and media. I set up the MMM, the forecasting, and the reporting.
Pipelines
Tableau and Domo pipelines that join Amazon, Meta, and Google data with LTV and channel-level ROI.
The handoff
The output has to become a budget or creative call someone without a stats background can make. That part is usually the real job.
The app
The app reads a store's own Shopify orders, no pixel, so its totals match the store. If it can't confirm it has a store's full order history, it leaves first-year LTV blank instead of guessing.
The consulting practice
I advise e-commerce and DTC brands on measurement, attribution, and media, and set up MMM, forecasting, and reporting for them.
A lot of the job is translation. The model output has to become a budget or creative call that someone without a stats background can make.
The Mcfly Analytics Shopify App
It's a side product, separate from the consulting. It reads the orders a merchant already has in Shopify and shows what a new customer is worth, when they come back, and how up to five years of sales compare. Ad spend and Total ROAS are optional. It's live at mcflyanalytics.com. I built it myself, with Cursor and AI agents doing a lot of the typing.
It takes the macro-measurement idea at its simplest: read totals instead of shopper paths. It isn't a mix model, and it doesn't claim causal ROAS by channel. A brand at scale should still run a geo test or a proper MMM and use totals like these as a check.
What the app does
Mcfly Analytics Shopify App
- Totals that reconcile to Shopify's own report for the same dates. When a line differs, the app lists the reason: refunds, tax, shipping, or time zone.
- What a new customer is worth one month, one quarter, and one year after the first order, read from orders already placed.
- Time to a second order, and a win-back list of customers who are due back.
- Total ROAS: all Shopify sales over the spend the merchant enters. It does not credit a sale to an ad or a channel.
- Spend is typed, pasted, or uploaded, so the app doesn't need a pixel, a storefront change, or an ad-account login.
- Live app (sample shop) (opens in a new tab)The real app running on a sample shop.
- mcflyanalytics.com (opens in a new tab)The product site.
- Shopify App Store listing (opens in a new tab)Install page for merchants.
- MMM for small Shopify stores (opens in a new tab)When a store needs a mix model, and when totals are enough.
- The shift from MTA to macro-measurementThe sourced explainer behind the product.
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