INSIGHTS
Practical thinking on paid growth, measurement and conversion.
Written for teams that care about what happens after the dashboard number changes.
PAID MEDIA · STRATEGY
6 min read →Why cheaper leads can still make a campaign worse
CPL is only useful when lead quality and downstream conversion remain visible.
MEASUREMENT · ANALYTICS
7 min read →Fix tracking before you ask the algorithm to optimise
Bad conversion signals create bad automation, regardless of how sophisticated the bidding system looks.
ATTRIBUTION · ECONOMICS
7 min read →Why platform ROAS and business reality can diverge
A practical way to read platform-reported revenue without confusing attribution with profit.
TOPICS I WRITE ABOUT
Useful questions for performance teams.
Google Ads auditsMeta creative fatigueAttributionLead qualityCAC vs ROASLanding-page testingGA4 / GTMOffer-market fit