Insights
Short, specific notes on the parts of marketing data that usually get glossed over. No listicles, no filler.
ETL vs ELT for marketing data: which fits?
ETL transforms data before loading it, ELT loads it raw first. How the two differ for marketing data, when each fits, and what to choose.
Conversion tracking: a practical setup guide
How to set up conversion tracking so ad platforms, GA4 and your CRM count the same actions once, and what usually breaks.
Google Ads offline conversions from your CRM
How to send qualified leads and closed deals from your CRM back to Google Ads using the click ID, and what to plan around.
HubSpot and Google Ads offline conversions
How to send HubSpot stages back to Google Ads: capture the click ID, store it in HubSpot, trigger uploads, and avoid common mistakes.
Salesforce and Google Ads offline conversions
How to send Salesforce stages back to Google Ads: capture the click ID, store it in Salesforce, trigger uploads, and avoid common mistakes.
Zoho CRM and Google Ads offline conversions
How to send Zoho CRM stages back to Google Ads: capture the click ID, store it in Zoho CRM, trigger uploads, and avoid common mistakes.
GoHighLevel and Google Ads offline conversions
How to send GoHighLevel stages back to Google Ads: capture the click ID, store it in GoHighLevel, trigger uploads, and avoid common mistakes.
Multi-touch attribution: a plain guide
Multi-touch attribution shares credit for a sale across every touchpoint. How it works, the data it needs, the models, and when to skip it.
Looker Studio vs a data warehouse for marketing
Looker Studio and a marketing data warehouse do different jobs. When Looker Studio alone is enough, when a warehouse pays off, and how they work together.
Blended CAC: formula and example
Blended CAC divides total acquisition spend by all new customers. The formula, a worked example, and how it differs from paid CAC.
Marketing efficiency ratio (MER) vs ROAS
MER divides total revenue by total marketing spend. How it differs from ROAS, a worked example, and when each is the better number.
Cost per lead for B2B: formula and pitfalls
Cost per lead is spend divided by leads. How to calculate it, why it misleads in B2B, and the better numbers to track beside it.
MQL vs SQL: definitions and handoff
An MQL is a lead marketing judges ready for sales; an SQL is one sales accepts. How to define each, hand off cleanly, and measure the stages.
B2B marketing attribution: a practical guide
B2B attribution connects ad spend to closed revenue across long sales cycles. How it works, which models fit, and where the numbers go wrong.
GA4 vs Google Ads conversions: why the numbers differ
GA4 and Google Ads often report different conversion counts for the same campaigns. The reasons, the checks to run, and which number to trust.
POPIA and marketing tracking: what to check
How South Africa's POPIA affects analytics, ad pixels, CRM data and email marketing, with a practical checklist. General information, not legal advice.
What are UTM parameters?
UTM parameters are tags added to a link so analytics shows where each visit came from. What the five tags mean, and how to name them.
What is the Meta Conversions API?
The Meta Conversions API sends conversion events to Meta from your server or CRM. What it does, why B2B teams use it, and the mistakes to avoid.
What is server-side tracking?
Server-side tracking sends data to analytics and ad platforms from your own server instead of the visitor's browser. What it gives you, and what it doesn't.
What is offline conversion tracking?
Offline conversion tracking sends outcomes from your CRM, like a qualified lead or closed deal, back to your ad platforms. How it works, step by step.
CAC payback and LTV:CAC, explained
How to work out CAC payback and the LTV to CAC ratio, with a worked example and the mistakes that make both look better than they are.
Marketing attribution models, judged against your CRM
What each model does, why they disagree with your CRM, and how to choose one for long B2B sales cycles.
What LinkedIn Ads actually cost B2B companies
How LinkedIn Ads are priced, what drives the cost, and why cost per lead is the wrong number.
How much does a B2B PPC agency cost?
The pricing models agencies use, what each rewards, and what to ask before you sign.
What is a marketing data warehouse?
What goes in one, how it is built, and when you need one.
Supermetrics alternatives: a new connector, or a warehouse you own?
Decide whether you need a new connector or a better place for the data to land.
GA4 vs CRM: why your lead numbers don't match
GA4 and your CRM count different things, so their lead numbers never match. What each measures and how to reconcile them.
Meta and Google both claim the same conversion
When each platform claims the same sale, platform totals exceed what you won. Why it happens and how to size the overlap.
Why your ad platforms don't agree with your CRM
What cross-channel attribution actually fixes, and what it costs you when nobody's doing it.
What a marketing dashboard should actually show you
Most dashboards are prettier versions of what each platform already tells you. A useful one starts from a different question.
What a marketing data audit actually checks
Ad accounts, tracking, CRM, and the gap between what they each claim. What the audit is actually for.
Start with the audit.
Every engagement begins the same way: we find out what you actually have.
See what the audit covers