James Ewens, Head of Ecommerce at Furniturebox UK | TACOS & Growth: E‑commerce Strategies After iOS 14 Ep.13

In this episode, host Al Keck sits down with James Ewens, Head of Ecommerce at Furniturebox UK to talk about how e‑commerce brands can sustain growth after iOS14 and rising privacy restrictions, specifically: shifting from channel-level tracking to TACoS/blended ROAS, prioritising customer lifetime value and repeat purchases, the limits of Android and desktop data, the importance of top-of-funnel spend, implications of GA4 and a cookie-less future, and emerging solutions like behavioral/fingerprint analytics and incentive-based cookie consent.

Key Topics Discussed:

• From granular channel tracking to blended measurement: why TACOS (Total Advertising Cost of Sale) / MER (Marketing Efficiency Ratio) matters now
• Why retention and Customer Lifetime Value (CLV) are more important than ever
• The limits of channel-level data after iOS 14 and risks of pulling spend too early
• Top‑of‑funnel investment still drives downstream revenue even when attribution is weak
• Using Android/desktop data, the pros and limits when sample sizes are small or cross‑device behavior skews results
• The future: GA4, cookieless tracking, behavioural/fingerprint analysis and AI-driven attribution
• Practical board-level advice: test pulling spend to prove impact (use cautiously) and run GA4 in parallel with Universal Analytics during transition

This episode was recorded in 2022

Useful Links:

• Connect with James Ewens on LinkedIn
• Visit www.furniturebox.co.uk
• Find out more about Infinity Nation
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