Writing on the web,
measurement, and martech.

ChatGPT, Perplexity, and Google AI Overviews are where a growing share of answers now begin. Here's how to get your site cited instead of skipped.

A practical walkthrough — measurement plan first, then events, conversions, internal filters, and DebugView verification before you touch any reports.

Consent Mode v2 changes how GA4 and Google Ads behave when visitors decline cookies. Here's what changed, what it means, and how to set it up correctly.

I've built on both. The right answer depends on who owns the site long-term, how often content changes, and how technical your team is.

GTM is the layer between your website and every analytics or ad tool you use. Here's how it works, why it matters, and what you should and shouldn't do with it.

Structured data is the fastest way to signal to both Google and AI tools what your page is about. Here's what to implement and why it works.

GA4's event model is flexible enough to track almost anything — which means it's easy to track the wrong things. Here's how to build a clean event taxonomy.

Standard GA4 setups can inadvertently collect PHI. Here's what to watch for and how to configure analytics in a way that doesn't put you at risk.

LCP, INP, and CLS are Google's performance benchmarks that affect both search rankings and user experience. Here's what each one means and how to improve it.

Getting HubSpot and GA4 to talk to each other cleanly — without double-counting, broken attribution, or missing conversions — takes more than clicking "integrate."

Most B2B marketing teams measure what's easy to count instead of what connects to revenue. Here's how to build a measurement plan that fixes that.

Two major privacy laws, two different enforcement mechanisms, and one set of martech tools that has to comply with both. Here's a clear breakdown.

A working checklist of the technical SEO elements that actually affect rankings — canonicals, sitemaps, structured data, Core Web Vitals, and more.

B2B websites got better-looking and worse at converting simultaneously. Here's an honest look at where the industry is and what actually drives results.

The agency model made sense when websites were built once and left alone. That's not how the web works anymore — and the billing structure doesn't help.

Triggers decide when a tag fires. Variables feed dynamic data into that tag. Once those two concepts click, GTM stops feeling like magic and starts feeling like a tool.

GA4 isn't Universal Analytics with a new interface — it's a fundamentally different data model. Understanding the shift is the prerequisite for using GA4 well.

Medtech marketers face tighter compliance constraints than most. Here's a practical stack — what to use, what to avoid, and how to stay on the right side of regulations.

HubSpot's attribution models can tell you which touches drove a deal — if you've set up the plumbing correctly. Here's how to get the data you actually want.

The CMS decision is mostly about people, not technology. Here's the framework I use with every client before recommending a platform.

Getting cited by ChatGPT, Perplexity, and Google AI Overviews requires a different approach than traditional SEO. Here is the playbook.

Framer and Webflow are both excellent no-code site builders, but they are built for different use cases.

Entity-based search is how Google and AI tools build a model of your brand.

Google AI Overviews are reducing organic CTR on many queries. Here is what is actually happening and how to respond.

GA4 Explorations unlock analyses that standard reports cannot. Here is how to use them.

Headless CMS is powerful for the right use case and overkill for most. Here is how to decide.

Most B2B homepages try to do too much and accomplish too little. Here is what the best ones get right.

GA4 default channel groupings misattribute a significant share of B2B traffic.

A GTM container that is messy from the start gets worse over time. These 10 practices keep it clean.

GA4 funnel reports are powerful but easy to misconfigure. Here is how to build one you can trust.

Server-side GTM moves tag execution off the browser and onto a server. Here is when it makes sense.

A consent management platform is required for GDPR and CPRA compliance. Here is how to choose.

Many cookie banners look compliant but are not. This 10-point checklist tells you for sure.

When users decline cookies, standard analytics breaks down. Here are the strategies that fill the gap.

The freelancer vs agency decision involves more than cost. Here is a straightforward look at the real tradeoffs.

Honest reflections on agency, in-house, and freelance work — and what I would tell myself starting out.

Web analytics and HIPAA create genuine tension. Here is how to configure your stack to measure without PHI exposure.

Most analytics presentations fail because they show the wrong metrics to the wrong audience.

Most B2B content gets traffic but not leads. Here is how to build a content program connected to pipeline.

Healthcare-tech websites face unique challenges. Here are the five mistakes I see most often.