Blog
Field notes from live accounts
No thought leadership, no listicles. Each of these came out of a real engagement where something surprising turned up and we had to work out what to do about it.
6 articles
ROAS is lying to you (and how to work out the number that isn't)
A 4× return on ad spend can still be a loss-making campaign. Here's how to calculate the break-even ROAS your business actually needs.
Ananya Rao · 22 July 2026
The five GA4 mistakes we find in almost every audit
Most GA4 properties are quietly reporting numbers that don't match reality. These five problems account for the large majority of it.
Kabir Menon · 30 June 2026
Your team isn't lazy — your CRM asks for too much
CRM adoption failures are almost never a discipline problem. They're a design problem, and they're fixable.
Divya Krishnan · 11 June 2026
The local SEO checklist that still works in 2026
Local search rankings come down to a shorter list of things than most guides suggest. Here's what actually moves the map pack.
Kabir Menon · 19 May 2026
The anatomy of a landing page that converts
Landing pages fail in predictable places. A structure that consistently works, and the reasoning behind each section.
Meera Iyer · 28 April 2026
AI automation that actually pays back (and the kind that doesn't)
Most AI projects fail on the same criteria. A framework for choosing the workflows worth automating first.
Arjun Nair · 2 April 2026
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