Let’s start with the lie: “Affiliate only works on last-click.” Nope. That’s just the way most people set it up. And then complain when influencers, content partners, and upper-funnel affiliates “don’t convert.” Here’s the real problem: Your attribution model is...

Funnels are sexy in pitch decks. Top. Middle. Bottom. Convert. Scale. But here’s what they look like in real life: • Traffic sources firing in 12 directions • Disconnected landing pages built by interns • A CRO test from 6 months ago still “running” • Attribution...

There’s a moment in nearly every growth meeting where someone throws out a number like it’s gospel: “CAC is $48.” “LTV is $900.” “Blended ROAS is 2.3x.” And I always ask one thing: “How do you know?” Because most brands I walk into are flying blind with dashboards...