All journal guides
Guides, comparisons and practical tools for business decisions
Where to find customers: search or social
Choose a first advertising test around the buying situation, your team and the economics of a sale
7 min · 6 sourcesCustomer acquisition economicsA cheap lead can still be an expensive customer
Connect the advertising report to acquisition costs, contribution and a defensible budget decision
7 min · 7 sourcesSearch and AI answersPrepare your website for search and AI answers
What a business owner should check before buying a separate AI visibility service
7 min · 8 sourcesLeads, funnel and salesHow to agree on what makes a qualified lead
A joint inquiry-review protocol for marketing, sales and the business owner
7 min · 6 sourcesCustomer acquisition economicsHow much can you pay for a lead and a customer and still stay profitable
From the money a customer brings to a ceiling for cost per lead, and how to test the calculation on real orders
8 min · 9 sourcesLeads, funnel and salesWhy lead-to-sale conversion is 3% in one report and 12% in another
How period-based and cohort-based conversion differ, and how to compare leads of the same age
9 min · 8 sourcesSearch and AI answersIs your company visible in AI answers? Measuring when numbers are noisy
A repeatable test of 20 prompts, a plain reading of the official search reports, and the limits you should state out loud
8 min · 15 sourcesCustomer acquisition channelsWhich customer acquisition channel to start with
Use existing demand, deal economics and sales readiness to pick a first channel, size the test and decide in advance when to stop
10 min · 16 sourcesCustomer acquisition channelsAn agency sent a lead forecast: how to tell whether to trust it
Break the media forecast into its links, check where each assumption came from, rework a teaching example and agree test checkpoints before spending
8 min · 12 sourcesCustomer acquisition economicsMarketing and sales metrics glossary for business owners
22 metrics from the cost of an impression to customer payback, each with a plain definition, a formula, a worked example and the cases where it misleads
17 min · 32 sourcesSearch and AI answersYour site is indexed but search brings no customers: what to check
How indexing differs from visibility, which Google, Bing and Yandex reports show each stage, and what to require in your SEO agency’s report
10 min · 25 sourcesAnalytics and lead trackingHow to check conversion tracking before you launch ads
What counts as a lead, how to run a test lead and confirm it reaches Google Ads, Meta and your CRM before the first dollar is spent
8 min · 23 sourcesAnalytics and lead trackingAnalytics says 120 leads, the CRM 87, the ad platform 140: which is right?
Why three systems count differently, and how to reconcile one week of data to a single lead definition
10 min · 16 sourcesAnalytics and lead trackingSearch or social: how to read attribution without cutting the wrong channel
Why reports credit different channels, how 10 deals split across models, and how to test a channel before cutting it
10 min · 16 sourcesLeads, funnel and salesHow to check whether your sales team keeps up with incoming leads
Response time, contact attempts, loss reasons and a worked audit of 50 leads, before you blame the ads
9 min · 11 sourcesHow to check a landing page before you launch ads
Does the first screen keep the ad's promise, does the form work, and does the page load in time on a phone: a one-day check before launch
9 min · 17 sources