What we're seeing, written down as we see it
Shorter, more frequent writing than a case study — observations from audits, live accounts, and the wider industry.
Digital Marketing
General strategy and planning observations.
Paid Media
What's changing across search, social, and programmatic.
SEO
Technical and organic search observations.
Analytics
Tracking, attribution, and measurement notes.
Creative
What's working creatively, and why.
Technology
Marketing technology worth paying attention to.
Trends
Broader shifts across the industry.
Latest
Why Google Ads, Meta, and GA4 never agree on conversions
It's not a bug in one platform. It's three different measurement models counting different things.
Attribution models, explained without the vendor jargon
Last-click, linear, time-decay, data-driven — what each one assumes, and when that assumption breaks.
How generative answers in search are changing organic click-through
AI-generated summaries in search results are reducing clicks for some query types. Not all of them.
Core Web Vitals: which metric to fix first
Three metrics, one usually doing most of the damage to your ranking and your conversion rate at once.
Why blended ROAS hides the real story
A healthy blended return can mask one channel badly underperforming and another overperforming, cancelling out.
How fast creative fatigues, by format
A narrow retargeting audience burns through creative far faster than a broad, cold campaign.
What actually changed with AI-generated ad creative
Generation speed improved enormously. The bottleneck moved, it didn't disappear.
Building a first-party data strategy without waiting for a deadline
Third-party cookie timelines keep shifting. The underlying direction hasn't.
Not sure this is the right fit yet?
Start a consultation and we'll tell you plainly what an audit would find.
Start a Consultation