Section · 8 articles
Demand
Where customers come from and what each one costs
Average order value: when a rise is bad news, and what to watch next to it
Average order value rose by 15%, and monthly revenue fell. There is no mistake in the maths: average order often rises exactly when small buyers stop coming.
The revenue formula: four multipliers and how to find the one holding your shop back
"We need more advertising" is the most common answer to falling sales, and the most expensive. Often the problem is not how many people come in but what happens to them next.
Leaflets and brochures: how to tell whether print advertising paid off
The run is printed and handed out, and a month later no one can say how many customers it brought. Not because print can't be measured, but because tracking wasn't built in before printing.
A direct-response ad: eight elements you can check before paying for impressions
Most ads fail not on creative but because a reader cannot tell in five seconds what is being offered and what to do next.
Image advertising for a small business: when it pays off and how to see it
A billboard with a logo and the word "quality" sells nothing. That does not mean every ad without a "buy" button is money thrown away.
SEO or Google Ads: not which is better, but what you are testing
Arguing which is more effective is pointless: they are tools for different jobs at different stages.
End-to-end analytics: the one link it builds, and when it is not worth paying for
Most implementations start by choosing a platform. They should start by asking which decision you would make differently once you can see the data.
Cost per customer, not per click: why the ads "work" and the profit does not
The most expensive report an agency can send is the one where everything is green and the account is empty.