Atul built Niblin to give D2C operators the analytics clarity that used to require a full-time data team. Before Niblin, he spent years in product and engineering roles watching ecommerce brands make million-dollar decisions from spreadsheets and gut feel. Niblin is his answer: an AI analytics agent that monitors revenue, marketing, customers, and operations — and tells you what changed, why, and what to do about it.
Areas of Expertise
Articles by Atul Tirkey(20)
The Shopify-Meta Reconciliation: Finding Every Dollar of Lost Revenue
Meta says you made $42K. Shopify says $50K. Neither is wrong - they're counting differently. This forensic guide breaks down every source of discrepancy and shows you how to reconcile the numbers so you can make real decisions.
Advantage+ Is Sending You Bot Traffic: How to Prove It With Data
Add-to-carts are spiking but sales are flat. Your conversion campaign is getting clicks from accounts that never buy. Here's how to detect bot traffic in Advantage+ campaigns and what to do about it.
Does Meta Throttle Your Best Days? The Data Behind Performance Normalization
Crush it Monday, crash Tuesday. Every time you hit 4x ROAS, the next day tanks. Advertisers suspect Meta normalizes performance back to your account average. Here's what the data actually shows.
Meta's Andromeda Algorithm: What Changed and Why Your Campaigns Are Unstable
Meta's Andromeda AI update is causing widespread campaign instability. Performance was stable during the code freeze, then broke again. Here's what changed, what it means for your ads, and how to adapt.
Klaviyo Says It Drove the Sale. Meta Says It Drove the Sale. Here's Who's Lying.
Your email platform claims 40% of revenue. Your ad platform claims 60%. That's 100% of revenue accounted for - except your total is only 100%. This guide shows how to resolve the attribution conflict and find the truth.
Creative Fatigue vs Audience Fatigue: A Data Framework for Telling Them Apart
Your ROAS dropped. Is it the creative dying or the audience exhausted? Different problem, different fix. This framework uses hook rate, hold rate, frequency, and CTR trends to diagnose the real cause.
The ASC Budget Leak: How Much of Your Budget Meta Spends on Existing Customers
Advantage+ Shopping Campaigns look efficient until you realize 40-60% of your budget is going to people who already bought from you. Here's how to measure the leak, cap it, and redirect spend to new customers.
Meta to Amazon: The $50K Attribution Blind Spot No One Talks About
Running Meta ads to your Amazon listings? Meta can't fire a pixel on Amazon. Your algorithm can't optimize. You're flying blind on what could be your highest-spend channel. Here's how to measure what's actually working.
The Meta Dependency Audit: How Exposed Is Your Business?
If Meta shut down your ad account tomorrow, what percentage of your revenue disappears? If the answer makes you uncomfortable, you need a dependency audit. This guide shows you how to measure and reduce your platform risk.
Your CAPI Event Match Quality Is Stuck at 4/10. Here's What's Leaking.
Low Event Match Quality means Meta can't match your server events to real users. Your optimization suffers, your attribution gaps widen, and you're paying for data Meta can't use. Here's how to diagnose and fix it.
Shopify Plus Analytics: The Complete Guide for $5M-20M Brands (2026)
Everything $5M-20M Shopify Plus brands need to know about native analytics - what works, what's broken, what you need third-party tools for, and how to build a real analytics stack.
ShopifyQL Notebooks: A Practical Guide (With Real Examples)
How to use ShopifyQL Notebooks on Shopify Plus - real query examples, what you can and can't do, performance tips, and when to use alternatives.
Shopify Plus vs Advanced: Is the Analytics Upgrade Worth $2,000/Month?
A direct comparison of analytics features between Shopify Advanced ($399/mo) and Plus ($2,300+/mo). What you actually get, what you don't, and whether the analytics alone justify the upgrade.
Shopify Cohort Analysis: How to Read Retention Data (and Actually Use It)
How to use Shopify's cohort analysis to understand customer retention. How to read cohort tables, spot problems, benchmark your numbers, and take action.
Automating Shopify Analytics with Flow + ShopifyQL: Practical Guide
How to use Shopify Flow's "Get Analytics Data" action to automate reports, set up alerts, and trigger actions based on your store data - with real workflow examples.
Multi-Store Reporting on Shopify Plus: What Works and What Doesn't (2026)
Honest guide to Shopify Plus multi-store analytics - what Organization Analytics actually does, the multi-currency nightmare, and practical solutions that don't require a data warehouse.
Shopify Plus B2B Analytics: The KPIs and Reports That Actually Matter
What Shopify Plus B2B reporting can and can't do. The wholesale KPIs you should track, how to build B2B-specific reports, and where native analytics fall short.
Shopify Markets Analytics: How to Track International Performance by Region
How to use Shopify Markets reporting to track sales, conversion rates, and AOV by country. Plus the gaps - tax compliance, currency impact, and market attribution.
Shopify Analytics Dashboard: The Complete Guide for 2026
Everything you need to know about Shopify analytics dashboards — what they are, how to access them, key metrics to track, limitations of native analytics, and the best third-party tools for brands that have outgrown Shopify reports.
Shopify Plus Checkout Tracking Is Broken: Here's What Happened and How to Fix It
On August 28, 2025, Shopify disabled checkout.liquid - silently breaking conversion tracking for thousands of Plus stores. Here's how to check if you're affected and what to do.
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