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CRO veteran Dylan Ander (Founder, heatmap.com) joins Jordan to spill the never-before-shared story of how he landed heatmap.com by acquiring an entire C-Corp—and why the name matters for brand authority, SEO, and inbound.
We break down why GA4 falls short for eCommerce, how definitions (sessions, idle windows, engagement) skew your numbers vs Shopify, and what to use when you need buyer-truth, not vanity metrics.
Dylan unveils element-level revenue analytics—Revenue per Click (RPC) and Revenue per Session (RPS)—plus the coming Revenue per View (RPV), so you can prioritize changes that actually increase cash, not just clicks. We dig into pixel-level behavior tracking (no cookies, no PII), AI insights that call out underperforming elements (e.g., a specific FAQ item), and how to catch bugs and bot traffic before they burn revenue.
We also get tactical on replacing Google Optimize, the realities of SaaS pricing (and why “McDonald’s pricing” works), and the rise of social search (TikTok as a top search engine) shaping product discovery more than LLM/Chat. If you own a P&L for a DTC brand—or you’re the CRO/performance lead—this episode will make you money.
What you’ll learn
→ How Dylan cold-outreaches to acquire companies & premium domains (the “urgent, must speak to founder” play)
→ Why GA4 under-/over-reports vs Shopify—and how definitions (idle windows, engagement) distort truth
→ The RPC/RPS (and coming RPV) metrics that finally connect elements → revenue
→ Pixel-level behavior tracking (no cookies/PII) + AI insights that tell you exactly what to change
→ Social search optimization (TikTok search often beats LLM/Chat for product discovery)
→ Replacing Google Optimize and building reliable A/B workflows in 2025
→ The real cost drivers behind SaaS pricing—and how to price without burning trust
→ Bot/junk filtering and defining a “session” that reflects buyers, not noise
Who this is for
→ DTC/eCommerce founders & growth leaders
→ CROs, performance marketers, and Shopify teams
→ SaaS operators curious about pricing, PLG, and analytics positioning
Timestamp:
00:00 Intro & why this convo matters for DTC
02:00 The C-Corp acquisition story behind heatmap.com
06:30 Exact-match domains, SEO, and the inbound engine
09:20 GA4 vs Shopify: definitions that change your numbers
16:30 RIP Google Optimize: reliable A/B testing in 2025
18:50 Element-level revenue: RPC, RPS (and RPV coming)
22:30 Pixel-level tracking & AI insights (no cookies/PII)
26:15 Catching bugs + filtering bots/junk traffic
28:40 Social search: TikTok as a top product discovery engine
31:20 SaaS pricing & the “McDonald’s” strategy
36:40 Who should use revenue-based heatmaps (and why)
44:30 Contrarian analytics takes you need to hear
55:10 Personal: life, music, and loving the game
Guest
Dylan Ander — Founder, heatmap.com (revenue-based heatmaps, funnels, analytics for ecom). Mentions his upcoming book, Billion Dollar Websites.
