📝 TL;DR Server-side tracking is like the zeitgeist of the moment. It’s not for everyone, and a lot of it is hype. However, for some people, it is the thing that will give them the edge in an era of AI where everybody uses the same bidding strategies. Every little…
I’m usually a fan of Google reps and listen to them all the time. Occasionally, though, I do get a call that is a complete waste of time. I record my calls with my AI note-taker and reflect on things as sometimes I do get things wrong myself. However, after…
I recently saw on LinkedIn that someone was asking about whether the Google Analytics 4 tag firing twice mattered or not. Logic says that it should, but there is actually an option that says de-dupe, so you don’t have to worry about it. It’s ticked by default, so as long…
Most consultants will tell you to “embrace AI.” I’ll tell you the truth: AI isn’t just another tool – it’s an economic kill shot. unitcostdominance.com breaks this down in full, but here’s the core idea: That’s Unit Cost Dominance (UCD) — and it explains why the entire post-WWII economic system…
I just watched Danny Sullivan from Google deliver his talk on how search is “evolving.” It was a masterclass in corporate doublespeak — a calm, reassuring walkthrough of the very features that are quietly dismantling the entire creator economy. While Sullivan smiled and explained how Google’s new AI features are…
If you use Microsoft Clarity for website analytics, you may have received an email notification titled: “Action required: Update your site to respect user consent.” This is a significant update that aligns Microsoft’s data collection practices with major privacy regulations. Microsoft is now enforcing consent requirements for users in the…
If you’ve been struggling with Facebook/Meta Pixel ecommerce tracking in Google Tag Manager, you’re not alone. Many existing Facebook Pixel templates were built for the old Universal Analytics data layer structure, and they simply don’t work properly with modern GA4 ecommerce implementations. Facebook Pixel – facebookarchive, was made for UA…
For the last two decades, the internet has run on one engine: Search Engine Optimisation (SEO). We’ve all played the game – chasing keywords, building links, and optimising content to rank on a results page. That era is ending. The new paradigm is LLM Seeding. This isn’t about pleasing an…
Every time automation in Google Ads comes up – Performance Max, AI Max, AI-generated headlines – you’ll hear the same tired objection: “We can’t do that. We need to protect the brand.” Sounds noble, right? It isn’t. It’s cope. What “Brand” Really Means in 2025 When someone says brand in…
I’m a big believer in serendipity. I connected with the founder of Weavely.io. It just so happens I’m going to be developing a machine learning model to predict the 1-year value of a customer based on their first purchase. One of the big challenges is getting all the data into…
My personal view is that you should use AI as much as possible, which includes doing all the auto assets and using AI. One pushback I see from people is that it’s about the brand, and if the words aren’t on brand, the client doesn’t like it. The truth about…
A recent poll revealed that 83% of PPC advertisers still add “as many negative keywords as possible” to their campaigns. This isn’t a matter of preference or strategy – it’s simply wrong. The correct answer is strategic negative keyword management that starts with essential exclusions and only adds more when…