Things worth getting mad about.
Twenty years in, the same avoidable problems keep turning up: numbers nobody checked, budgets on autopilot, reports nobody reads. These are my notes on the ones I see most, and what I’d do about each.
Start here Data, 3 minute read
Your GA4 numbers are probably wrong, and nobody has checked.
Most analytics setups I open have at least one fault that changes the numbers people report upward. Here is where the faults hide and how to find them.
Read the articleMarketing
SEO isn’t dead. Lazy SEO is.
AI answers have changed where search traffic goes. They have mostly hurt content that existed to fill a keyword list, and that content deserved it.
Read the article 3 minute readThe website relaunch that quietly deleted your traffic.
New websites lose search traffic for dull, preventable reasons. Almost all of them come down to nobody being asked to protect what the old site had earned.
Read the article 3 minute read
Advertising
Performance Max is a tool. It is not a strategy.
Automated campaigns do what they are told, with whatever they are given. When the inputs are lazy, the automation spends your budget efficiently on the wrong thing.
Read the article 3 minute readA form fill is not a lead.
Lead generation campaigns get judged on cost per form, which is easy to make cheap and says little about sales. The fix is telling the ad platforms which leads were worth having.
Read the article 3 minute read
Data
Your GA4 numbers are probably wrong, and nobody has checked.
Most analytics setups I open have at least one fault that changes the numbers people report upward. Here is where the faults hide and how to find them.
Read the article 3 minute readEvery ad platform marks its own homework.
Add up the sales each ad platform claims and you will often get more than the business sold. Attribution reports are a point of view, and budgets deserve better evidence.
Read the article 3 minute readThe monthly report nobody reads.
Most marketing reports describe activity in detail and avoid saying whether it worked. A useful report is shorter, compares against a target and ends with a decision.
Read the article 2 minute read
AI
Recognise one of these?
Tell me which one, and what it’s costing you. I’ll reply with questions or a scoped proposal.