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 do you audit an ad account before taking on a client?

What to check in a new client's advertising account before you take responsibility for its results, and what to write down before changing anything.

Tokens expire, permissions change and passwords get reset. Why reporting connections break, and why silent failure is the real risk.

Which YouTube metrics actually indicate performance, why view counts mislead, and what belongs in a client report.

How a review step between drafting and publishing works, who should be in it, and why speed of approval matters more than number of approvers.

Published industry benchmarks rarely match your situation. How to build a benchmark from your own history that is actually decision-useful.

First-party data is information collected directly from your own audience. What counts, why it matters more now, and what it cannot replace.

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