THE BLOG
What the industry does, where it goes.
No recycled listicles. What we've learned doing tracking, PPC and AI visibility for real brands — and where one practitioner thinks marketing is heading.
Why 38% of your traffic says "Unassigned" in GA4 (and how to get it back)
GA4's "Unassigned" channel isn't a quirk — it's the sound of your attribution breaking. Here's what actually causes it, and how to get those sales back on the map.
AEO: how to get your brand cited by ChatGPT and Gemini
60% of searches now end without a click. AEO is how you become the brand ChatGPT, Gemini and Perplexity name instead of your competitor.
Does ChatGPT know your brand exists? Here's how to check
Open ChatGPT and ask who's best in your category. If it names a competitor and not you, that's the new page two of Google. Here's how to check where you actually stand.
The 50-conversions rule that quietly decides your PPC results
Google and Meta smart bidding needs about 50 conversions a month before it stops guessing. Below that line, a bigger budget just funds more expensive guesses. Here's the honest math.
Why marketing agencies hide their prices (and what it costs you)
"Request a quote" isn't caution — it's a qualification round, and you're the one being qualified. Here's what that costs you, and why publishing prices flips it.
The server-side tracking guide: recover the conversions GA4 hides
A practical, no-hype guide to server-side tracking: what it is, why the browser is losing your data, and how to recover the 30–60% of conversions GA4 quietly hides.
Virtual focus groups: 100 consumers, hours not weeks
100 AI consumers argue over your naming, pricing and ads across 20 rounds, then hand you a verdict in days. Where synthetic research earns its keep, and where it's useless.
AI agents that actually do the work (not chatbots)
A chatbot answers a question and forgets you exist. An agent reads your data, follows a process, and finishes the job. Here's the difference, where it pays off, and where it still falls over.
Your marketing attribution is lying to you (300% and counting)
One €89 sale. Google Ads, Meta and your email tool each claim it as theirs — that's 300% attribution, and it's quietly wrecking how you spend. Here's what honest marketing attribution actually takes.
Where marketing agencies are going in the age of AI
The big-agency model runs on juniors billing hours. AI just made most of those hours worthless. Here's where the value goes next, and who wins.