Insights
Narrow, opinionated pieces on paid media and the analytics that back it up.
Every Surface Claims the Credit. The Budget Is Still Due.
August 26, 2026
Five surfaces claim credit that sums past 100 percent. The allocation has to be decided anyway.
Google Ads Now Delivers Exactly What You Asked For
August 19, 2026
The August 17 bidding change is live. Budget-limited campaigns now deliver the target you typed in, not the efficiency they used to find on their own. Who is exempt, and why the right response is math, not a button.
Revenue up 55%. Every dashboard green. Most of it has to be re-bought next month.
August 11, 2026
Revenue up 55 percent, and most of it has to be re-bought next month. What blended metrics hide.
Your Meta pixel was already installed. That was the problem.
August 7, 2026
An installed pixel reads like one less thing to do. This one was counting configurator completions as purchases, and it would have trained ASC+ to find browsers.
The last five days of your monthly report are the least true part of it
July 28, 2026
A campaign segment's reported ROAS jumped two weeks after month close, on identical spend and clicks. Why the end of every report reads low.
Two reports, two answers, one truth: reconciling first-touch lag and click lag
July 27, 2026
GA4 and Google Ads gave the same account two different lag numbers. Both were right. What the gap between them reveals about how your customers actually buy.
Your ad platform stops watching on day 7. Your customers don't stop shopping.
July 24, 2026
Most advertisers never check their attribution window against how long buyers actually take. On a considered purchase, the two can collide exactly.
The two-click fix hiding in your Google tag
July 24, 2026
Your Shopify account can pass every conversion check and still leak attribution at the checkout hop. Where the empty cross-domain list hides, and the fix.
Better campaign performance starts with better measurement
July 15, 2026
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.
An SEO audit's most valuable insight has nothing to do with rankings
June 20, 2026
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
June 20, 2026
Why Shopify stores plateau on Google Ads, and the measurement and feed foundation that scales them.