Notes on growing by measuring.
Guides and analysis on performance marketing, SEO, GEO, analytics and CRM, drawn from the work we measure.
Featured
Artificial Intelligence · 17 min read
A complete, source-backed guide to Google Cloud's open knowledge format: the bundle structure, roicool.com's real output, step-by-step implementation, validation, and how it differs from llms.txt and schema.org.
Artificial Intelligence · 4 min read
Analytics and Data · 4 min read
Performance marketing · 5 min read
Analytics and Data · 3 min read
94 posts
Artificial Intelligence · 4 min read
How Google's conversational search experience works, which pages it cites, and what to change on your site.
Analytics and Data · 4 min read
The event-based data model, key events and reports: what you need to know to set up GA4 correctly.
Performance marketing · 5 min read
How sending events to Meta from the server works, plus deduplication, match quality and the ways to set it up.
Analytics and Data · 3 min read
The four consent parameters, Basic vs. Advanced mode, and the right setup order alongside KVKK and GDPR.
Lead generation · 3 min read
What Apollo's database, sequences and CRM integration do, and where the tool fits in an outbound process.
Lead generation · 4 min read
The three layers of email authentication, Gmail and Yahoo's sender rules, and a step-by-step setup.
Artificial Intelligence · 5 min read
What does ChatGPT look at when it recommends a brand, and what can you do to make your brand one of those sources?
Webflow · 4 min read
URL inventory, a 301 map and post-launch checks for moving to a new platform or a new design.
CRM · 4 min read
A CRM selection method that starts from your business processes instead of a feature list, and accounts for total cost and adoption.
CRM · 5 min read
GCLID, enhanced conversions for leads and CRM integration, so you measure closed sales instead of form leads.
CRM · 4 min read
The steps of a CRM migration, from inventory and the mapping table to the test import and shutting down the old system.
CRM · 7 min read
How to set up Zoho CRM in the right order, from choosing a plan and company settings to roles, automation, data import and reports.
Authors
In a 30-minute intro we look at your account and tell you which step should come first.
