Move to server-side tracking without losing your reporting
Browser-based tracking loses somewhere between 10 and 40 percent of conversions on a typical site, depending on your audience’s browser mix, ad blocker usage and consent rates. That loss is not evenly distributed — it concentrates in exactly the segments most likely to be privacy-conscious, which means your bidding algorithms are learning from a biased […]
The five email flows every store should run
Automated email flows are the highest-margin revenue in most e-commerce businesses. They send to a fraction of your list volume and routinely produce the majority of email revenue, because they reach people at the exact moment intent exists rather than on a Tuesday because the calendar said so. A well-run lifecycle programme contributes 20 to […]
Five reasons B2B CTAs fail
B2B landing pages fail at the call to action more often than they fail anywhere else. The traffic is qualified, the message lands, the visitor scrolls to the bottom — and then hesitates at a form that asks for eleven fields to receive a PDF, or at a button that says “Submit”. These are five […]
Technical SEO debt is why your content isn’t ranking
A client came to us having published 140 blog posts in eighteen months with almost nothing to show for it. The content was genuinely good — written by practitioners, well researched, better than most of what ranked above it. The problem was that Google had indexed 61 of the 140 posts, rendered a further 30 […]
Bid to lifetime value, not first-touch revenue
Most accounts optimise toward the wrong number. The platform reports revenue at the moment of purchase, the bidding algorithm learns from that number, and the account gradually shifts budget toward whichever audience buys cheaply once and never returns. It looks efficient in the dashboard and it slowly starves the business of good customers. Bidding to […]
How to get cited by ChatGPT
Search did not disappear when assistants arrived. It moved. A growing share of research questions now end inside ChatGPT, Gemini, Perplexity or a Google AI Overview, and the user reads a synthesised answer with three or four sources attached. Those citations are the new page-one positions, and almost nobody is optimising for them deliberately. This […]