These posts chronicle my life and learning. Feel free to enjoy and let me know if you have any thoughts or questions.
Event-Scoped Custom Dimensions in GA4: A Practical Guide for Marketers
Google Analytics 4 can tell you that someone clicked a button, submitted a form or watched a video. But marketers usually need to know more than what happened. They also need to know: Which button was clicked? What type of form was submitted? Which video did someone watch? What topic was the user interested in?…
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Why Website Migrations Fail: The Ugly Truth About Domain Switching
Website migrations are not easy. Especially if you are changing your domain name, i.e., moving from domaina.com to domainb.com. They require a full mapping of your website, updates to your Search Console account, robots.txt file, sitemap, canonicals, DNS, internal links, and submission of the new site to a range of directories. All that work, though,…
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GA4 Internal Traffic Exclusion Setup Guide
This guide explains how to set up internal traffic labeling and exclusion in Google Tag Manager (GTM) and GA4 for any website you manage. This setup uses: a special internal URL parameter a first-party cookie a lookup table variable in GTM a GA4 configuration parameter the built-in GA4 internal traffic filter What this setup does…
35+ Marketing Campaign Ideas to Ignite Your Content Strategy
Inspiration can be hard to come by these days, but you don’t need to make a monumental effort to create impactful content. With a little creativity and strategy, you can produce great content without requiring massive resources. Great content is currency on the internet. It attracts your ideal audience, positions you as an authority, and…
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AI Is Changing Search, Not Marketing: Why Brand Intent Matters More Than Ever
AI is changing how information is distributed. Search engines are answering more questions directly. Website traffic patterns are shifting. Organic visibility is becoming less predictable. For marketers, particularly those working in SEO, these changes can feel disruptive. But AI is not fundamentally changing the goal of marketing. The goal is still to create enough awareness,…
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How I Trained My AI to Actually Think Like an Analyst
I got curious about how my own brain works. Not in a philosophical way, in a practical one. I wanted to understand what was actually happening when I dug into a client report and started pulling on threads. What moves was I making? In what order? And could I teach an AI to do the…
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