Insights

Narrow, opinionated pieces on paid media and the analytics that back it up.

An SEO audit's most valuable insight has nothing to do with rankings

The most valuable thing in an SEO audit is the customer journey it maps, not the rankings.

Google Ads for Shopify is a data problem before it's a campaign problem

Why Shopify stores plateau on Google Ads, and the measurement and feed foundation that scales them.

Better campaign performance starts with better measurement

Why counting every action as a conversion is close to counting nothing, and what to mark as primary so Google Ads optimizes toward real customers.