How to use BigQuery and GA4 to prove which short-form creative actually drove revenue

I’m going to walk you through a practical, two-week testing ladder for creative and audience on Facebook and Instagram that I use with clients when we need a fast, low-risk answer to the question: which variant do we scale? This is a hands-on protocol — budgeted, timed, and tied to clear decision points. No wishy-washy “test more” advice — just a repeatable ladder you can run in 14 days and act on.Why a two-week ladder worksTwo weeks...

Read more...

Why I treated GPT like a junior reviewer — and why prompts matterWhen I first started using GPT to draft product reviews, I made the same mistake a lot of teams do: I handed the model a product name and asked for a “full review.” The output sounded great on the surface, but when I checked facts — specs, release dates, performance numbers — there were errors. Some were small, some were confidently wrong. That’s the hallmark of...

Read more...

I get asked a lot: which GA4 events actually map to revenue for ecommerce, and how do you implement them in Shopify so the numbers you see in Analytics actually match your platform? There’s a lot of noise here — partial integrations, missing parameters, double-counting — so I’ll walk through the events that matter, the data you must send, how to implement them on Shopify (client and server-side), and the common mistakes that throw...

Read more...

I’m going to be blunt: if your social creative pipeline still looks like a series of ad-hoc requests, last-minute edits and an overflowing Slack channel, you can cut production time dramatically — often by half — without hiring a full-time editor or buying every tool under the sun. I’ve run week-long sprints with small teams (2–6 people) that turned an overwhelmed calendar into a predictable, repeatable flow of content. This is the...

Read more...

Short-form video is the default creative format for advertisers right now — but that doesn’t mean you should throw money at a 30-second ad and hope for the best. Over the last few years I’ve learned to treat each creative idea like a hypothesis: test it cheaply, learn fast, and only scale what proves repeatable. Below I walk through five low-cost experiments you can run to validate a short-form creative concept before you commit ad budget...

Read more...

Creative fatigue is a slow burn — impressions decline, CTR slides, CPM creeps up and before you know it your campaign that used to hum is barely sputtering. I’ve run enough ad tests to know that guessing when to pause, tweak or scale creatives costs time and media spend. What I want to walk you through here is a causal creative fatigue test you can run in your own ad accounts that proves the impact of creative decay and tells you which...

Read more...

Moving your tagging from a client-side Google Tag Manager container to a server-side setup is one of those projects that promises cleaner data and better performance — and also has the potential to quietly break attribution across paid channels, analytics and CRO tools if you don’t plan carefully. I’ve run this migration a few times with clients and internal projects, and the single biggest lesson I keep coming back to is: treat the...

Read more...

Onboarding is where customers decide whether your product belongs in their stack or not. Over the past decade I’ve seen teams obsess over signups while missing the small, repeatable moments that actually predict retention. This playbook focuses on tracking those moments — not for the sake of dashboards, but to give you levers you can pull to cut churn.Why focus onboarding analytics on moments, not screensMost analytics setups track pages...

Read more...

I treat 15-second Instagram Reels like a tiny billboard with a ticking clock: you have one beat to grab attention, eight seconds to build desire, and the last moments to push for action. Over the past few years I’ve tested hundreds of short-form edits that combine user-generated content (UGC) with a clear branded hook. The result: higher watch-through rates, better engagement and—when done right—measurable conversions.Why 15...

Read more...

I’ve been on both sides of the HubSpot migration fence: helping teams extract value from the platform, and later helping them leave it. There’s a tidy allure to “switch off HubSpot” — lower recurring fees, more control, or a better fit for a particular stack — but the reality is messy. HubSpot is less a single product and more a cross-stitched ecosystem: CRM, marketing automation, CMS, services tools, analytics and dozens of...

Read more...