Topic
Attribution
Click models, conversion paths, the gulf between what GA4 shows and what closed deals actually came from. Posts on attribution that question the platform-default story.
- 3 min read
Adobe Analytics vs GA4 for B2B attribution: an honest take
Before I say anything critical of GA4, I'll acknowledge the obvious: GA4 is free. Adobe Analytics costs $30,000-200,000 per year depending on traffic volume and features.
Read post → - 3 min read
Structuring a B2B account for offline conversion imports
Turning on OCT in a poorly structured account is like giving better fuel to a car with a broken engine. The data quality improves. The underlying structural problems don't go away.
Read post → - 3 min read
The multi-touch attribution delusion
I have a file of vendor pitches I've kept over the years. Attribution SaaS companies promising "complete customer journey mapping" and "100% touchpoint visibility."
Read post → - 3 min read
Offline conversion tracking defaults are broken
Your offline conversion imports are failing silently and you probably don't know it.
Read post → - 2 min read
Salesforce's native Google Ads integration is fundamentally broken
One month we lost 40% of our conversion signals. No alert. No warning. The native Salesforce-to-Google Ads sync just quietly stopped working.
Read post → - 2 min read
Why GA4 is useless for B2B pipeline tracking
When Google forced the migration from Universal Analytics to GA4, I spent about three weeks trying to make it work for our attribution setup.
Read post → - 2 min read
First-click vs last-click is a false binary
I've sat through too many meetings where marketing teams argue about attribution models like they're choosing between two correct answers.
Read post → - 2 min read
Why UTMs are still better than GCLID for pipeline health
I once looked at a closed-won report for a $100K deal and saw "utm_term: (not set)" on the winning touch.
Read post → - 5 min read
Breaking down $3.78M in attributed pipeline revenue
We built the pipeline I described in the last post. Adobe → BigQuery → Salesforce → Google Ads. Then we ran it for a full 90 days.
Read post → - 3 min read
How I built a Salesforce → BigQuery → Google Ads attribution pipeline that actually works
Native Salesforce to Google Ads connections don't work for B2B.
Read post → - 4 min read
The 70% overstatement hiding in your Google Ads new-customer reports
Here's a number that blew my mind when I finally dug into it.
Read post → - 5 min read
The ghost effect: why 40% of your conversions don't show up for 90 days
Here's something that happens in every B2B account I've ever audited, and almost nobody talks about it.
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