Insights
Notes on measuring marketing that works
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How to build a dashboard people actually read
Most dashboards are opened once. Start from the decision, lead with a few numbers in context, use relative dates and send it where people…
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Network monitoring for multi-location businesses: where to start
What to watch first, the checks that catch most outages, collectors for private networks, and alarms people don’t learn to ignore.
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What is marketing attribution? A plain-English guide
Which marketing earned this sale? How first-touch, last-touch and multi-touch models work, where attribution breaks, and what good attribution looks like.
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Giving AI assistants safe access to your marketing data
MCP lets assistants such as Claude and ChatGPT read and change your marketing accounts. Five rules for doing it safely.
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Local rank tracking: why one ranking number isn’t enough
Local results change street by street. How a map grid shows where you rank across your service area, and what moves it.
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Why your GA4 numbers don’t match your other analytics
Consent, blockers, definitions, bots and thresholds all make analytics tools disagree. How to decide what to trust.
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Fix the right things first: rank website fixes by what the site is for
Audit tools love long lists. Start from each site’s goal and rank problems by goal, page importance and traffic instead.
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A UTM naming convention your whole team can follow
Campaign tags only help if everyone writes them the same way. A short convention for source, medium and campaign, and a way to clean…
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How to track the source of every lead in your forms
Hidden form fields carry the ad, search or email that brought each lead into your inbox and CRM. Here is how to set them…
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Safari, ad blockers and first-party tracking, explained
Why visitors seem to vanish after a few days, what first-party tracking changes, and what it doesn’t change about consent.
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