Paid Media
ROAS is a bad target, and most accounts are optimised for it anyway
Return on ad spend ignores margin, which means it can rise while your business gets less profitable. Here's what to optimise for instead.
3 min read
Notes on what's actually changing
Marketing writing with the working shown, including the methods, the arithmetic, and the parts that didn't work. No listicles.
5 articles found.
- SEO
Programmatic SEO without shipping 10,000 thin pages
Programmatic SEO works when there's real demand behind each page and real content on it. A framework for deciding what deserves a URL.
3 min read - Influencer
Influencer attribution that survives a finance review
Discount codes and tracked links are the floor, not the ceiling. How to measure whether creator revenue was actually incremental.
3 min read - SEO
Core Web Vitals for marketers who don't write code
What LCP, INP, and CLS actually measure, which ones affect rankings, and how to brief a developer without guessing.
3 min read - Analytics
The GA4 setup checklist most accounts fail
Nine configuration steps that determine whether your GA4 data is trustworthy. Most properties miss at least four of them.
3 min read
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