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.

How much should a marketing agency spend on reporting tools?

How to work out what reporting tools should cost an agency, and the per-source pricing that makes the bill grow faster than the client list.

A KPI matrix shows the same metrics across twelve months in one grid, so a trend can be read without opening twelve reports.

A UTM convention that survives more than one campaign, and the common mistakes that make traffic reports impossible to read later.

TikTok ads that promote an existing video share its video id, which is what lets spend be reported against the organic post.

Search Console reports how people find you before the click. GA4 reports what happens after. Why a report needs both.

Month on month and year on year answer different questions. When each comparison is the honest one, and when it flatters.

What social media can and cannot prove about revenue, and how to report it honestly without retreating to vanity metrics.

An AI readiness score rates how cleanly a model can extract an answer from a page. What it measures and what it does not.

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