Are first-party data tools and GA4 interchangeable for tracking customer behavior? Short answer: Not even close. While both aim to shed light on how users interact with your site or product, they operate on fundamentally different levels and serve different purposes. Here’s how they break down.

There was a time when you could launch a paid digital campaign with a tiny budget and hope to scale quickly. You know, back when it was still called “PPC” and you were “buying AdWords”. That time has passed. Paid digital is still one of the most powerful growth levers for many businesses. But it’s no longer a place for fast wins. Success takes more: more money, more strategy, more patience. So what changed and how can you make it work for your business?

Ad network support can feel like a mystery box. Sometimes it's a gift. Sometimes it's not so helpful, and at worst, it’s a heavy-handed sales pitch. Whether you're running ads on Google, Meta, Microsoft, or another platform, chances are you've encountered network reps or seen their suggestions show up in your account. These relationships can be incredibly useful, but it’s important to understand their purpose and limitations.

I’ve noticed several recent articles and posts focusing on brand marketing—highlighting its importance and the risks businesses face when they don’t invest in it (i.e. Nike’s recent sales dip). While these pieces emphasize why brand marketing matters, they don’t always mention the valuable role performance marketing plays (let alone, how). This can leave readers with the impression that it’s an either/or choice. So, I wanted to pause and break things down a bit more clearly.

Should you hire a marketing agency that’s deeply embedded in your industry, or one with a broader, industry-agnostic approach?

If you’re working with an agency, you’ve probably asked: "Why do you need access to my customer data?" Fair question. Let's break it down.