Concrete insights. No theory.
Articles written by those who execute. We share what we learn in the trenches - tactics, frameworks, expensive mistakes, and what actually scales in e-commerce.
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Recent learnings, in the order we published them.
Google Ads vs Meta Ads for E-commerce: How to Split the Budget in 2026
Meta creates demand, Google captures it. Judging both on the same ROAS distorts everything. Our decision framework and starting splits by budget tier — $5k, $15k, $50k+/month.
Law 25 and Cookie Consent: Comply Without Killing Your Ad Performance
Most Quebec sites still fire GA4 and the Meta Pixel without consent. What Law 25 actually requires, what you're risking, and how to comply without sacrificing your ad signal.
Where Your Leads Really Come From: UTMs, GA4 and Your CRM Without Lying to Yourself
Meta says 30 leads, GA4 counts 41, the CRM has 35. No tool is lying — they measure differently. The fix isn't software: it's a UTM convention, a CRM that captures the source, and a clear rule for which number drives which decision.
E-commerce SEO: where to start when you depend on paid
90% of your revenue rides on Meta and Google Ads? Here is the exact order of SEO work that pays off in e-commerce, and what can wait.
Meta Ads audit: the 10 things we check before touching anything
The exact checklist we run on every account that lands with us: structure, signal, creative, measurement. Run it yourself before paying anyone.
Webflow vs WordPress in 2026: the honest choice for a company site
We ship Webflow sites, but the real answer depends on who keeps the site alive. The comparison without complacency: strengths, limits and 3-year total cost.
Shopify redesign: when it pays off (and when it's a distraction)
The 5 signals a redesign will pay for itself, what it will never fix, and how to do it without sacrificing your SEO.
Pixel + CAPI: why your Meta data lies (and how to fix it)
Platform ROAS that doesn't match Shopify, double-counted conversions, mediocre EMQ: the 4 signs your tracking lies, and the 30-minute fix.
How much to invest to go from $1M to $5M in e-commerce
The question we hear at every diagnostic. No magic number, but ratios that hold up: budget on target revenue, MER floor, and the plateaus where it breaks.
Fractional CMO vs Agency: which to choose in 2026?
Two models, two philosophies. We break down real costs, use cases and pitfalls of each option for a brand between $2M and $20M in revenue.
How to scale a Meta account beyond $10k/day
The $10k/day plateau is real. We explain the scaling methodology we use to push our clients to $30k, $50k and beyond - without killing ROAS.
5 marketing angles that convert in B2B e-commerce
Stop talking features. The 5 angles we use for our B2B clients with their actual results: lower CPL, better SQL rate, healthier pipeline.
Shopify PDP: the 7 elements that actually move the needle
We analyzed 50+ high-performing product pages. Here are the 7 elements with the biggest impact on conversion rate, ranked by implementation priority.
Shopify migration: checklist to not break your SEO
A site migration can destroy years of SEO in 24h. Our full checklist to migrate without losing organic traffic.
Why we turn down 60% of our prospects
Our qualification process, the red flags that make us say no, and why filtering early is the best gift you can give a prospective client.
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