A B2B campaign can generate more leads, lower its cost per lead, and still get worse. That sounds contradictory, but it happens all the time. The marketing dashboard shows 100 leads at $75 each. The previous month produced 60 leads at $100 each. On paper, performance improved significantly. Then the sales team looks at the leads. Half are students, job seekers, vendors, or companies that will never be a fit. Another group used personal email addresses and cannot be matched to

When Meta, Google Analytics, Shopify, and your CRM all tell a different story, it’s easy to blame attribution. But the real issue often starts earlier: incomplete, duplicated, or mislabeled tracking that teaches your ad platforms to optimize for the wrong outcomes.

When eCommerce founders are vetting an agency, the most common question they ask is "how many years of experience does the team have?" It is a useful question if you are buying tenure. It is the wrong question if you are buying outcomes. What predicts whether the strategist on your account will make you money is not how long they have been in the seat.