10 posts
Digital Marketing
A session sent me back to first principles - the three customer levers that move revenue, the baseline everyone forgets, and why high ROAS misleads.
20 Feb 2026
A ROAS of 4 is healthy at 70% margin and a loss-maker at 20%. The updated calculator takes your margin and works out the break-even that actually matters.
15 Oct 2024
The site passed a million sessions in a month. What it took was years of dull, consistent work, and a session still isn't a sale.
19 Jan 2017
When the telly is running, more people search and come direct, and it lands in the digital reports as if digital had found them. It didn't.
16 Aug 2016
Broken tracking doesn't announce itself. A look through Google Tag Manager found a chunk of our mobile activity was never being recorded at all.
28 Jun 2016
A simple ROAS calculator that clears the arithmetic out of the way, so the argument about a campaign is about the strategy and not the sums.
21 Jun 2016
Content marketing pays back slowly, which makes it hard to defend at budget time. Here is how I think about measuring something that takes a year to show up.
11 Mar 2013
Last-click reporting misjudges the channels that do your early work. What Google's Multi-Channel Funnels reports reveal, and how far to trust them.
18 Sep 2012
Everyone agrees content marketing works. Proving its return is harder. Here's how I try to measure it fairly, and where the numbers give out.
15 Nov 2011
Mobile traffic is growing faster than expected. But what do you actually do about it when BlackBerry dominates your analytics?
01 Nov 2010
