Advertising
Lead Response Time: Why the First 5 Minutes Win the Lead
Lead response time decides which enquiries become customers: what the 5-minute rule really says, when enquiries actually arrive, and how to see your own hours.
Blog
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Tracking & CAPI
Lead Source Tracking: See the Campaign Behind Every Enquiry
Lead source tracking for service businesses: why GA4 and gut feel disagree, how to see the channel, campaign and keyword behind every enquiry and call.
GA4
Email UTM Tracking: Why Your Newsletter Gets Less Credit Than It Deserves
Email UTM tracking done right: a 5-row convention for Klaviyo and Mailchimp, the mistakes that send newsletter revenue to Direct, and the repeat-purchase payoff.
Attribution
Which Ads Drive Sales? See the Campaign Behind Every Order
Which ads drive sales is a question your order screen should answer: what WooCommerce and Shopify show natively, why it is only half the story, and how to see the campaign, keyword and journey behind each order.
Profit & POAS
Cost of Goods Sold: The One Field Almost No Online Store Fills In
Cost of goods sold is the field almost no online store fills in. Why the blank COGS field breaks margin, POAS and break-even ROAS, and the 15-minute fix.
GA4
How to Track AI Traffic in GA4 (ChatGPT, Gemini, Perplexity)
What GA4's new AI Assistant channel changed, how to set up AI traffic tracking step by step, the main gaps that remain, and what an order-based view shows that GA4 cannot: multi-touch AI revenue for stores and AI-triggered events for service businesses.
Profit & POAS
POAS vs ROAS: How Returns Quietly Flip the Right Decision
POAS vs ROAS: two campaigns with identical ROAS can deserve opposite decisions once returns enter the math. How POAS counts refunds and corrects Google Ads.
Advertising
Negative Keywords in Google Ads: Stop Paying for Clicks That Never Buy
How to pick negative keywords that cut real waste without killing terms that quietly assist sales: the 10-minute audit, thresholds, the three mistakes, and what per-term negatives can no longer reach.
Advertising
How View-Through Conversions Inflate ROAS
Meta counts view-through conversions: people who saw an ad and never clicked. Where they hide in Meta and Google reports, and how to measure ROAS without them.
GA4
PayPal Is Not Your Best Marketing Channel: How to Set Up Unwanted Referrals in GA4
When shoppers return from PayPal or Klarna, GA4 credits the gateway with the sale. How to set up unwanted referrals in GA4 and fix attribution in 5 minutes.