The handoff between your marketing function and your product function is costing your ecommerce business more than any underperforming channel.
Marketing generates intent. Product either converts it or loses it. The quality of the handoff between those two functions, the degree to which the product experience matches the expectation the marketing created, is the single greatest determinant of whether your acquisition investment compounds or evaporates.
In a business where marketing and product are separate teams with separate KPIs and separate roadmaps that meet occasionally in a cross-functional review, that handoff is not designed. It is accidental. It produces different outcomes depending on which individuals happen to be communicating that week, which means the customer experience varies in ways that never surface in your attribution model because attribution does not measure the quality of intent at the point of arrival.
The gap between what your marketing said and what your product delivered is where your conversion rate lives.
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