Our Thinking.
We operate at the intersection of data, creativity, and technology.
Select a discipline below to see how our nerdy approach scales businesses.
GA4 Geographic Dimensions: How Country, Region, City, and Continent Work
GA4 geo dimensions: definitions, compatibility checks, issues like (not set), plus Data API, BigQuery, and MP examples.
Self-Serve Negative Keywords in Microsoft Performance Max: How to Use Them
Microsoft PMax adds self-serve negative keywords. Learn where to set them, how they work, and how they interact with Search.
New Customer Acquisition in Microsoft Performance Max: How It Works
Understand Microsoft PMax New Customer Acquisition: strategies, requirements, and measurement checkpoints for growth.
Share of Voice Metrics in Microsoft Performance Max: How to Interpret Impression and Click Share
Microsoft Performance Max now includes SOV metrics for Search and Shopping. Interpret share, losses, and competitive pressure.
GA4 Dimensions for Sources: Traffic Source vs Attribution and Manual UTM Fields
GA4 guide to Traffic Source vs Attribution dimensions and where events and revenue appear.
B2B Lead Generation in 2026: Media Mix, AI, Data, and Trust
Practical B2B lead gen recommendations for 2026: data signals, creative as intent, non-search growth, and causal measurement.
2026 Trends: How the Economy, Trust, and AI Will Rewire Performance Marketing
Understand 2026 shifts in economy, consumer behavior, media and AI - and how they reshape performance marketing and advertising.
How to Make Your Performance Marketing Agency a True Extension of Your Marketing Team
Kick Off Your Performance Marketing Strategy with a Strategic Briefing. Complete it with Affect Group
Understanding the GA4 Scroll Event: Beyond the 90% Threshold
Discover how GA4 scroll tracks engagement depth, when it fires, and what parameters it records.
Understanding first_visit in GA4: Sessions, Users, and Active Users
All about Performance Marketing trends in One Place
Safari’s New Update: Click Identifiers Removed from URLs
Safari removes gclid & fbclid from URLs, but you can protect attribution with Server-Side GTM, backup parameters, and smarter query handling.
One Last Thing to Do Before Launching Your Marketing Campaign
All about Performance Marketing trends in One Place
How to Ace the Briefing and Research Phase of Your Marketing Campaign
All about Performance Marketing trends in One Place
A 6-Steps Growth Marketing Workflow to Upgrade Your Online Performance
All about Performance Marketing trends in One Place
Hi! This Is My Mission Statement
All about Performance Marketing trends in One Place