Articles

Questions we get asked, answered plainly.

No gated PDFs and no thought leadership. Each one states a question and answers it in the first two sentences.

What is paid to organic attribution?

Paid to organic attribution links an ad back to the organic post it promoted, so spend and organic performance can be read together.

A practical way to build one monthly report across Meta, TikTok, YouTube, Google Ads, GA4 and Search Console without six exports.

AEO is optimising a page to be quoted by AI assistants rather than ranked by a search engine. What it means, and how it differs from SEO.

A dark post is ad creative that never appears on the page timeline. What it is used for, and why it cannot be attributed to an organic post.

GEO is measuring and improving how often a brand is named in AI-generated answers. How share of voice in AI search is measured.

The creative story id links a Meta ad to the page post it promoted. What it is, where to find it, and why reporting tools need it.

Facebook and Instagram sit under one Meta connection. How to report on both without double counting reach or losing the split.

A practical structure for a monthly marketing report an agency client will actually read, and what to leave out of it.

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