Attribution~12 min read
The 7-Query BigQuery Playbook That Killed Our CPA by 30%
Seven SQL patterns we run on every paid-media engagement to find the leaks that platform UIs hide.
Insights
Field notes from the work.
Playbooks, data studies and teardowns - from engagements we've actually shipped.
Latest
MarTech12 min read
Server-Side GTM in Two Hours: A Practical Field Guide
A no-fluff walkthrough for operators: from GCP setup and container config to CAPI deduplication, Consent Mode v2, and the debugging steps nobody documents.
Prateek Karn
SEO + GEO9 min read
GEO vs SEO: How to Get Cited by ChatGPT, Perplexity and Gemini
Generative Engine Optimisation is not 'SEO with a new name'. Here are the ranking factors that actually move citation share - and the moves that work for SMBs without a 50-person content team.
Prateek Karn
In production
Drafts in flight. Drop your email on any of these and we'll send it to you the day it's published.
Voice AI~9 min read
Why 62% of SMB Calls Go Unanswered - And What Voice AI Actually Fixes
A teardown of the inbound-call funnel, the failure modes that scripted IVRs entrench, and where a real voice agent earns its keep.
Performance~11 min read
The Anatomy of a $40K/mo Meta Ads Turnaround in 14 Days
Step-by-step diagnostics and the exact restructure that took purchase ROAS from 0.9× to 2.37× in two weeks.
Operating~10 min read
Productised Consulting: A Pricing Architecture That Scales Past You
How to ladder Starter / Growth / Scale tiers so the work compounds, the margins improve, and the founder is no longer the bottleneck.
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