Ideas that move performance.
Practical, data-led thinking on performance marketing, e-commerce and lead generation - from the team behind SPARK.
Marketing Attribution in 2026: Why Last-Click Is Costing You Sales
Last-click gives 100% of the credit to the final touch and 0% to everything that created the demand. That single flaw quietly reshapes your budget toward the wrong channels.
Read article →First-Party Data and Server-Side Tracking: The Post-Cookie Playbook
When the browser pixel stops firing, your conversions do not disappear, but your ability to see and optimise them does. Server-side tracking puts them back on the map.
Read article →How to Lower CAC Without Cutting Spend: 7 Levers That Move It
When CAC creeps up, the reflex is to cut spend. But cutting spend cuts volume, not inefficiency. These seven levers attack the cost itself.
Read article →The E-commerce Growth Funnel: From First Click to Repeat Order
Acquisition gets the attention, but the money leaks between the stages. Here is the whole funnel, the usual drop-off points, and the fix for each.
Read article →Google Shopping and Performance Max: A Feed-First Strategy for ROAS
Performance Max hands Google the wheel. The product feed is the one lever you still fully control, and it decides where your budget goes.
Read article →Lead Quality Over Lead Volume: Scoring and Routing That Fills Pipeline
A form that fills up is not a pipeline that fills up. The gap between the two is lead quality, and it is fixable.
Read article →Creative Testing at Scale: Finding the Winning Hook
Targeting has largely been automated. Creative is where the fight is now won or lost, and most brands test it by accident.
Read article →LTV:CAC — The Only Growth Ratio That Matters
ROAS tells you about a transaction. LTV:CAC tells you about the business. It is the one ratio that says whether you can afford to grow.
Read article →Meta vs Google vs TikTok: Where Your Next Ad Dirham Should Go
The question is never which platform is best. It is which platform does which job, and how much of your next dirham each one has earned.
Read article →Marketing Mix Modeling for SMEs: Measuring What Clicks Can't
Click-based attribution cannot see everything that drives sales. Marketing mix modeling measures the whole picture, and it is no longer only for enterprises.
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