Guides
Guides for marketers who want numbers they can trust
Plain-English answers on attribution, consent, tracking, CRM and search - written for UK teams, and kept honest about what any tool can and cannot measure.
Marketing attribution models explained
First touch, last click, linear, time decay, U-shaped and W-shaped attribution explained in plain English, with how each splits credit and when to use it.
Read the guide →Why analytics undercounts after cookie consent
Why your analytics shows fewer visits and conversions once a cookie banner goes live, what is really missing, and how to report honestly around the gap.
Read the guide →Server-side conversion tracking and UK GDPR
What server-side conversion tracking is, what it changes and what it does not, and the UK GDPR and PECR questions to answer before you switch it on.
Read the guide →UK cookie rules in 2026: PECR and the DUAA
How UK cookie consent works in 2026 under PECR, what the Data (Use and Access) Act 2025 analytics exemption allows, and what still needs a consent banner.
Read the guide →Connect website forms to your CRM
How to send website form submissions straight into your CRM without losing the lead source: capture campaign data, match contacts, open deals and report.
Read the guide →Track visits from ChatGPT and AI assistants
How to see visits from ChatGPT, Perplexity, Copilot and other AI assistants in your analytics, why many arrive as direct traffic, and what to measure next.
Read the guide →How agencies prove ROI to clients
How marketing agencies can prove ROI to clients with first-party data: agree definitions, report leads and revenue, show attribution honestly and keep trust.
Read the guide →Website migration SEO checklist
A website migration SEO checklist for changing platform without losing rankings: inventory URLs, map 301 redirects, keep metadata, test before launch, monitor.
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