Website speed and conversions: how much does every second cost you?
A slow website doesn’t just damage your search rankings — it eats into the paid traffic you’ve already paid for.
MER: the metric that shows whether the marketing as a whole is working
MER compares total turnover with total marketing expenditure — which is why it is not dependent on attribution and is much more difficult to manipulate.
Catalogue and dynamic adverts on Meta: when do they replace manually created ad creatives?
Catalogue advertising shows each person a different product. It only works to the extent that the feed behind it is clean.
CAC and LTV: the two figures that determine how much you can spend on a customer
ROAS from the first order only tells you whether you’re making a profit today. CAC and LTV tell you how much you can afford to pay per customer overall.
Meta Pixel and Conversions API: how to prevent duplicate events
Pixel and CAPI send the same event twice. Without a shared event_id, the account counts each order twice.
Creative burnout: how to spot it before it costs you money
Creative fatigue can be seen in the frequency, CTR and cost per result — but not every dip is a sign of fatigue.
CBO vs ABO in Meta Ads: when does each budget work best?
CBO gives control to the algorithm, whilst ABO gives it to you. The choice depends on whether you have enough conversions and whether you’re testing or scaling.
Negative keywords: the quickest way to stop your budget from running out
Negative keywords are the quickest way to get a return on your investment in Google Ads — you’ll see the results within the same week.
Enhanced Conversions in Google Ads: what they measure and how to check them
Enhanced Conversions recover some of the conversions lost due to cookies and tracking blocking — provided they are set up correctly.
„Budget-constrained“ in Google Ads: when to take action
„Budget-constrained“ means that the campaign would have shown the adverts more often. This is only a problem when the campaign exceeds your break-even point.
