Topic
Reporting & metrics
CPL, ROAS, MQLs, CPA, conversion rates. What's measured, what's vanity, and what actually predicts revenue.
- 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
Auditing a $650K/month account: cutting 30% of waste
The question that kicked off this audit: "If we had to cut $200K from the annual budget without losing pipeline, where would you cut it?"
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
Quality Score is a vanity metric that actively harms B2B accounts
My most profitable keyword cluster in the MECCO account has a Quality Score of 4.
Read post → - 2 min read
The B2B marketing funnel is a fallacy
Every campaign structure I've been handed by a previous agency follows the same template:
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
Stop optimizing for MQLs. The sales team hates you.
I refuse to report MQLs in quarterly reviews.
Read post → - 2 min read
Why your CPL is lying to you and what to track instead
A $50 lead sounds better than a $500 lead. That's the trap.
Read post → - 2 min read
We turned off brand search for 30 days. Here's the data.
The debate in our portfolio: are we paying $15K a month for brand clicks that would have come to us anyway?
Read post → - 2 min read
Ad copy testing doesn't matter as much as offer economics
I ran an A/B test for three months. Headline A: "Industrial Safety Signs — Fast Shipping." Headline B: "Industrial Safety Signs — Expert Compliance Support."
Read post → - 2 min read
Stop optimizing for CTR in industrial B2B
My most profitable ad groups have a CTR under 3%.
Read post → - 2 min read
Search Partners are a scam you're opted into by default
The most expensive checkbox in Google Ads is on by default.
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
Cross-brand cannibalization: a $650K/month MCC case study
I discovered that my own campaigns were bidding against each other and I was losing money to myself.
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 → - 4 min read
Smart Bidding is making your reporting worse, not better
Here's what I see happen in accounts that rely on Smart Bidding.
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.
Read post → - 6 min read
What 443 leads at $297 CPL taught me about industrial B2B
$297 a lead.
Read post →