Before You Remove That Old A/B Test, Check If It Actually Ended
A task ticket on a recent engagement read almost exactly like this: “Remove the old pricing-page A/B test, it ended months ago.” The ticket had...
The Marketing Site Tracking Plan: A Working Template
Ask most marketing teams for their tracking plan and they open a GA4 dashboard. That is not a plan. A dashboard reports whatever is currently...
What Actually Gets a B2B SaaS Site Cited by AI Assistants
Somewhere in your market this week, an assistant recommended a competitor to a buyer who never touched a search results page. You did not see...
Separating ChatGPT, Perplexity and Gemini Traffic in Your Analytics
Somebody in the room asks whether your ChatGPT visitors behave any differently than your Perplexity visitors. You open GA4 to check, and the honest answer...
Does Google AI Mode Send a Referrer? What GA4 Actually Sees
Your search traffic is flat. Your Direct traffic is climbing, and somebody in the meeting has already floated a theory: maybe it’s Google’s AI answers....
Deep Dive
Server-Side Tracking: What It Fixes, What It Costs, and When It Is Overkill
You have been told your site needs server-side tracking. Possibly more than once, by more than one supplier, with a diagram. The diagram was persuasive...
What a Tracking Pixel Actually Is
You are in the meeting where someone asks what the paid budget produced. The pixel is installed. It has been installed for two years. And...
What to Track in GA4 (and What to Ignore) on a B2B SaaS Marketing Site
Most marketing teams never chose their tracking setup. They inherited it, from an agency, a departed ops hire, or three consecutive quarters of somebody adding...
GA4’s Defaults Are Assumptions, Not Facts
A marketing lead defends a channel in the quarterly review using GA4’s own attribution report, confident the number is real. Three questions in, nobody in...
Why Your Marketing Automations Fail Silently
A B2B SaaS team’s meeting-to-CRM automation dropped records for weeks, and the dashboard stayed green the entire time. The account managers felt it before anyone...