Insights from the Coalface
Practical digital marketing thinking from people who manage real campaigns every day. No fluff, no recycled takes — just what we're actually seeing in Google Ads, Meta, and SEO.
312
≠
248
≠
171
same conversions, three different numbers
Measurement
Google Ads
Attribution
April 2026
How to read your Google Ads attribution report — and why it's probably lying to you
Your attribution report, GA4, and CRM never agree — and every number is correct. Here's what each one actually measures, and which to trust.
Andrea Atzori
Google Ads
+
Meta?
run these four checks first
Strategy
Google Ads
Meta Ads
April 2026
Should you add Meta Ads to your Google Ads? Run these four checks first.
Most businesses haven't actually hit the Google Ads ceiling — it just feels that way. Here's the diagnostic that tells you for certain.
Andrea Atzori
MER
+
POAS
a practical guide
Measurement
Paid Media
eCommerce
March 2026
How to actually implement MER and POAS: a practical guide for eCommerce brands
The data is already sitting in Shopify. Here's how to set up the measurement framework that reflects business health — without a data science team or a six-figure analytics investment.
Andrea Atzori
Your
ROAS
is lying to you
Measurement
Paid Media
eCommerce
March 2026
Your ROAS is lying to you — and that's the problem
ROAS was the right metric — until it wasn't. Why an obsession with return on ad spend becomes the silent killer of long-term growth, and what to measure instead.
Andrea Atzori
Creative Velocity
is the new targeting
Paid Social
Meta Ads
Creative Strategy
March 2026
Creative Velocity is the New Targeting: Meta's Andromeda Algorithm and the 2026 Playbook
Meta's Andromeda algorithm scans tens of millions of ads per auction using your creative as a targeting signal. Creative quality matters — but in 2026, creative velocity is the real competitive edge.
Andrea Atzori
Performance Max
for Lead Generation
Why it fails — and how to fix it
Lead Generation
Google Ads
Performance Max
March 2026
Performance Max for Lead Generation: Why Most Campaigns Fail (And How to Fix It)
PMax has a bad reputation in lead gen — but the problem isn't the campaign type. It's Smart Bidding operating blind, without closed-loop data telling it which leads became customers.
Andrea Atzori
vs
Two platforms. One playbook?
Strategy
Google Ads
Meta Ads
March 2026
Demand Gen vs Meta Ads: Two Platforms, One Playbook?
Google Demand Gen and Meta Ads are more similar than most marketers realise. Here's how they compare, when to use each, and why the convergence matters for your paid media strategy.
Andrea Atzori