Writing that answers to numbers
Practical pieces on measurement, paid media, retention and AI search — written by operators, with the working shown.
The CPM spike nobody's explaining (and what to do about it)
CPMs don't rise for one reason. Here's how to tell whether your spike is something you caused and can fix, or a cost environment you just have to ride out.
Why "more budget" rarely fixes a plateaued campaign
A ROAS plateau is rarely a budget problem. Here's how to tell whether it's audience saturation, creative fatigue, auction pressure, or your landing page before you spend more.
Your Google Ads account structure could be costing you real budget
An 11-campaign Google Ads account usually spends worse than a 3-campaign one. Here's the four-check audit that finds why.
How do you actually get cited by ChatGPT and AI search?
AI engines like ChatGPT and Google AI Mode don't cite pages, they cite passages. Here's what actually makes a sentence worth quoting, and what doesn't.
SEO vs AEO vs GEO — what's actually different
SEO, AEO and GEO get used interchangeably, but they optimize for three different outcomes. Here's the actual difference, in plain terms.
Why is my website traffic dropping? (It's probably not you)
Organic traffic falling in 2026 even though rankings look fine? Google's AI Overviews are answering searches before people ever click. Here's what's happening and what to actually do about it.
Why your GA4 and Meta numbers never match
GA4 and Meta report different conversion numbers because they measure different things. Here is why, what's normal, and how to check if Meta ads actually work.