2026 EC Measurement — Why SMB ECs Should Skip MMM and Focus on 2 Things

"Should we adopt MMM (Marketing Mix Modeling) too?" "Do we need incrementality measurement at ¥50M monthly revenue?" Since the start of 2026, EC operators have been asking these questions in rapid succession. LinkedIn, X, and overseas SaaS vendor blogs are full of headlines like "2026 is the year of MMM revival," "AI changes measurement," and "Full Cookieless transition." Many SMB EC operators do not know where to start. The short answer: the 2026 EC measurement landscape has 5 trends, but SMB E