Marketing attribution, in plain English.
Guides to the unglamorous half of marketing: where your leads actually come from, how fast you reply to them, and how to tell which spend pays. No jargon, no filler.
The marketing waste audit: a 10-point checklist.
You do not need a consultant to find the spend that is not pulling its weight. You need ten honest answers about your own data. This is the audit: ten questions, each one pointing at spend you cannot connect to a customer, which is the only spend worth arguing about.
The response-time ladder: what happens at each speed of reply.
"Reply fast" is good advice and useless as a target. This is a ladder of response windows, from under five minutes to over a day, describing what is actually happening to the lead at each rung, so you can pick a target you can hold and know what you give up when you miss it.
UTM naming conventions that don't turn into a mess.
A UTM naming convention is a documented set of rules for how you write UTM values, so the same campaign is always tagged the same way. Get it right and your reports stay readable. Get it wrong and one channel quietly splits into five spellings of itself. The rules are short.
Automated lead follow-up without sounding like a robot.
You want every enquiry answered in seconds, and you do not want to be chained to your inbox to do it. Automated lead follow-up gets you both, as long as you automate the right half and leave the rest to a person. Here is which half is which.
Google Ads and UTMs: do you need both?
Short answer: for Google Analytics, usually not. Google Ads already auto-tags every click with a gclid, and Analytics uses that to credit the right campaign on its own. You reach for manual UTMs when something other than Analytics needs to read the source. Here is where each one fits, and where they clash.
Lead response time: what good looks like.
If you only improve one sales number this quarter, make it this one. Lead response time is how long you take to reply to a new enquiry, and it quietly decides a lot of deals before the pitch even starts. Here is what good looks like, how to measure yours honestly, and how to cut it.
The attribution maturity model: from guessing to revenue.
Most businesses do not lack attribution because they are lazy. They are stuck at a stage and cannot see the next one. This is a five-stage map of how tracking grows, from raw website analytics to revenue attribution, so you can find where you are and make the one move that actually changes what you know.
UTM tracking: what it is, and how to use it.
UTM tracking adds five small tags to the end of a link so your analytics can tell which campaign, source, and medium sent each visitor. Tag a link, share it, and the clicks show up grouped instead of dumped into "direct" or "referral." This is the plain-English version: what the tags are, how to build one, and the one thing UTMs can't do.
Speed to lead: reply first, win more of the deals you already have.
You can win more business without spending a penny more on ads, by replying to the enquiries you already get before your competitors do. That is speed to lead. This guide covers what it is, why the first reply matters so much, what "fast enough" looks like, and how to do it without living on your phone.
Lead attribution: how to see which marketing actually pays.
The point of lead attribution is simple: stop guessing which ads, campaigns, and pages bring you paying customers, and start knowing. This guide covers what lead attribution is, the methods people use, why your CRM keeps saying "Web," and how to track it so the answer is trustworthy.
Reading about attribution is fine. Seeing yours is better.
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