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Advertising, funnels and data. Explained.
What we see in ad accounts and client CRMs, how to read it and which decisions follow.
A cheaper lead does not mean a cheaper customer.
Why CPL can fall without more bookings, and which metric should guide scaling.
Read the analysisWhy does CPL fall while CAC keeps rising?
How the campaign audience can change when optimisation focuses only on leads.
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CTR rose. Sales did not.
When creative attracts the wrong people and how the funnel reveals it.
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How we organise a funnel in 14 days
From access and tracking to the first data review: the first two weeks of work.
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Advertising is one part of the acquisition system.
Why we examine the page, form and lead handling before launching campaigns.
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It is too early to scale this campaign.
The checks we make before increasing the budget.
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