Insights
Everything, newest first.
Page 6 of 9, working back through 101 articles.
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Chrome kept them, and a lot of advice never got the message
Google retired most of Privacy Sandbox in October 2025 and kept third party cookies in Chrome. Here is what that changes, and what it does not.
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The platform is marking its own homework, and that is fine
Platform reported conversions count what the platform can see and wants to claim. Here is how far they drift from sales, and what to do about it.
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Four ways the number gets wrong, and none of them look broken
Why conversion tracking is wrong in most accounts, the four failure modes behind it, and the ten minute check that finds nearly all of them.
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What your conversion numbers are actually counting
Two of my ecommerce accounts report 1.58x and 44.37x return. Only one is real, and conversion tracking is the whole difference between them.
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The twelve checks I run before touching anything
A cost per lead audit in twelve checks, in the order I work through them. Measurement first, offer second, and bidding a long way last.
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Why B2B leads look so expensive, and when they are not
B2B cost per lead looks alarming next to consumer figures. Long cycles and low close rates explain most of it, and the published data is weak.
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What a lead costs, trade by trade
Home services cost per lead runs from about $45 for pools to $228 for roofing on Google search. Here are the figures and how to read them.
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The number in your dashboard and the number in your bank
Attribution and reported CPL rarely agree with reality. Here is why the gap exists, which direction it runs, and how to work with it honestly.
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Calling back faster is the cheapest fix you have
Speed to lead costs nothing and beats most optimisation work. The average business takes 42 hours to respond, and 23% never respond at all.
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The junk in your form is inflating the number you report
Lead form spam makes your cost per lead look better than it is, then wastes your team's time. Here are four defences that do not cost you real enquiries.
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Tell the platform which enquiries actually became customers
Offline conversion tracking sends closed-won data back to the ad platform, so it optimises towards buyers instead of towards form fillers.
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A dear lead that closes beats a cheap one that does not
Lead quality is the metric nobody reports on and everybody feels. Here is how to measure it, and why cheap leads are often the expensive ones.
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