Insights

Perspectives on performance and growth

Practical notes on measurement, lead quality and conversion, written for the people who make marketing decisions.

Lead generationOctober 1, 20266 min read
Why lead quality matters more than lead volume
A low cost per lead can hide an expensive problem. Here's how to define a qualified lead, measure it by campaign, and point your ad platforms at the leads your sales team actually wants.
MeasurementOctober 6, 20267 min read
How to evaluate advertising beyond ROAS
Return on ad spend is a useful signal and a poor decision rule. A look at margin, new-customer share, incrementality and payback, and how to use them together.
AnalyticsOctober 12, 20266 min read
Five conversion tracking mistakes that distort marketing decisions
Duplicate events, missing UTMs, the wrong optimization goal, and more. Common tracking errors that quietly mislead campaign decisions, and how to check for each.

Why lead quality matters more than lead volume