INSIGHTS
Analyses to decide where the next dollar goes.
Paid media, measurement, CRM and decisions: practical notes to connect advertising investment to qualified leads, sales and revenue.
Meta Muse: what Meta’s new AI models change for advertisers
Muse Spark, Muse Image, the Muse agent: what Meta announced in 2026, what is coming to Advantage+ creative and what advertisers must keep under control.
Meta Andromeda: why creative diversity matters as much as targeting
Andromeda is the system that preselects the ads Meta can show. What it does, what Meta says about it and how to adapt campaign structure and creatives.
Meta attribution in 2026: why your conversions dropped while nothing changed
End of the 7- and 28-day view windows, clicks limited to link clicks, engage-through and incremental attribution: what changed and how to reread your numbers.
Google Ads AI Max: the settings to check before your Search campaigns migrate
AI Max is gradually replacing campaign-level broad match, automatically created assets and then Dynamic Search Ads. What it does and the settings to check.
AI advertising in 2026: what to automate and what to keep in hand
Meta and Google are automating targeting, bidding and creative. A simple grid to decide what to hand over to AI and what remains a human decision.
Meta Ads: optimise for qualified leads, not cost per lead
Why a low cost per lead can hide useless leads on Meta Ads, and how to send CRM stages back to Meta so the algorithm learns what actually sells.
UTM, pixel, Conversions API, CRM: the measurement chain to check before scaling a budget
A five-link checklist to know whether your measurement is reliable enough to decide to increase an ad budget.
Lead response time: the link your campaigns never see
What the Harvard Business Review study says about lead response time, and how to organise a fast follow-up without hiring.
Platform ROAS or real margin: read the right number before reallocating a budget
Why the ROAS shown by each platform is not enough to split a budget, and how to move to a view based on margin and CRM revenue.