Customer lifetime value: build a worksheet you can defend
Calculate customer lifetime value with clear revenue, margin and time assumptions. Includes an observed-cohort worksheet, fictional example and acquisition checks.
Practical marketing guides for your next decision
Checklists, worked examples and practical guides to advertising, analytics, strategy and marketing leadership. Put your next growth decision into action.
Practical learning paths
Choose the problem you want to solve
Start with a focused path through our guides, whether you are setting up, troubleshooting or planning the next stage.
Google Ads
Choose the work your account needs next. Start with a plan, diagnose a campaign problem or build a repeatable review without changing several things at once.
Explore this topicGA4 & measurement
Start with reliable collection, diagnose a reporting symptom or connect enquiries to customer outcomes. Each path names the decision the guides help you make.
Explore this topicMarketing strategy
Choose a plan your team can deliver. Work through priorities, commercial limits and ownership before adding more activity.
Explore this topicPricing strategy: check scope and contribution before offering a discount
Compare cost, competitor and value inputs before changing a service price. Includes a fictional discount calculation, scope worksheet and test checklist.
Sales pipeline stages: define the evidence before moving a deal
Define sales pipeline stages with buyer evidence, clear exit criteria and a next-action owner. Includes a fictional CRM worksheet and weekly review checklist.
What is market research? Start with a five-interview decision worksheet
Plan five focused customer interviews around one business decision. Includes neutral prompts, an evidence table and clear limits on small-sample conclusions.
Positioning statement: write a claim your sales team can prove
Define the buyer, buying situation, alternative and credible difference. Build an internal positioning statement with a proof table and a fictional example.
Search engine optimization: choose the first useful job for a service website
Build an SEO priority sheet around customer questions, existing pages and indexing evidence. Includes a fictional example and checks before changing content.
Content marketing: turn one customer question into a usable content plan
Choose one buyer question, gather evidence and build a useful article, worksheet and sales answer. Includes ownership, distribution and review checks.
Email marketing: a pre-send checklist for one useful campaign
Check recipients, sender setup, message, landing page and follow-up before sending. Includes a campaign worksheet and a fictional reporting example.
Marketing automation: test one workflow before it reaches customers
Map one trigger, exclusion rule, action and exit. Use a fictional workflow and test cases to catch duplicate sends and incorrect handoffs before launch.
Competitor analysis: turn public evidence into one useful marketing test
Compare customer alternatives using dated public evidence. Separate facts from assumptions, then choose one useful offer or customer-journey test.
Google sitelinks: a practical checklist for making important pages easier to find
Understand organic Google sitelinks and audit navigation, internal links and page labels. Includes a practical destination worksheet for service businesses.
Customer retention rate: turn the number into one practical improvement
Use customer retention rate to identify where customers leave, investigate the reasons and plan one measurable improvement with clear ownership.
Lead nurturing: build a follow-up plan around the buyer’s next question
Plan useful follow-up for interested prospects: buyer questions, useful resources, sales handoffs and stop rules, with a clearly fictional service example.
Social media marketing: plan a focused four-week pilot
Choose a social channel using customer evidence, plan useful content and separate reach from qualified enquiries. Includes a fictional four-week pilot.
Lead scoring: a practical worksheet for fit, intent and follow-up
Build a simple lead-scoring model without confusing activity with buying intent. Includes a fictional scoring example, review checklist and handoff rules.
Market segmentation: choose a customer group your team can actually serve
Compare customer groups by their needs, buying situation and delivery fit. Includes a fictional B2B example and a practical segment-selection worksheet.
SWOT analysis for marketing: turn four boxes into one decision
Separate internal strengths and weaknesses from external opportunities and threats. Use an evidence-led example to choose one practical marketing action.
Customer retention rate formula: calculate it correctly in a spreadsheet
Calculate customer retention rate with worked examples and spreadsheet formulas. Check new-customer counts, opening cohorts and common reporting mistakes.
Customer journey mapping: turn buying friction into one useful test
Map one customer, one buying situation and the evidence behind each step. Includes a B2B example, ownership checklist and a focused improvement test.
GA4 custom dimensions not showing? Check the parameter-to-report chain
See a GA4 parameter in DebugView but not reports? Check the definition, scope and processing window with a practical test worksheet.
Marketing mix: a 4Ps worksheet before you increase ad spend
Use the 4Ps to align your offer, price, buying route and promotion. Includes a service-business example and a practical decision worksheet.
GA4 DebugView not showing events? A practical troubleshooting checklist
GA4 DebugView empty? Check the property, test device, debug signal and consent. Use a diagnostic log to separate collection problems from reporting.
GA4 landing page report: find the pages worth improving first
Use GA4 landing-page data to choose your next improvement. Compare matched traffic, inspect a worked example and build a page-priority worksheet.
Google Ads impression share: budget problem or rank problem?
Losing Google Ads impressions? Separate budget from rank, work through a numerical example and choose a bounded next step before increasing spend.
Responsive search ads: a practical headline and testing worksheet
Build a responsive search ad with a message worksheet, a worked service example and a clear test plan. Check pinning, proof and business outcomes.
Google Ads search partners: check lead quality before switching them off
Compare search-partner spend, qualified leads and sales lag. Use a worked cost example and a decision checklist before changing your Search campaign settings.
GA4 Explorations missing data? A practical troubleshooting checklist
Missing older dates or rows in GA4 Explorations? Check retention, filters, fields and data-quality warnings with a diagnostic worksheet and worked example.
Google Ads experiments: a checklist for tests you can interpret
Plan a Google Ads experiment with one hypothesis, reliable conversions and clear decision rules. Includes a test brief, worked example and results checklist.
GA4 cross-domain tracking: a setup and testing checklist
Losing the customer journey between websites? Check GA4 tags, domain rules, redirects and the _gl linker with a practical cross-domain test worksheet.
Google Ads sitelinks: choose useful pages and measure real clicks
Build relevant Google Ads sitelinks with practical examples. Check destinations, shared associations and click types before judging CTR or lead quality.
GA4 duplicate purchases: find the sender and fix order IDs
GA4 showing too many purchases? Trace duplicate senders, check transaction IDs and test refreshes, retries and second orders with this practical checklist.
Google Ads Quality Score: diagnose low scores without chasing 10/10
Low Google Ads Quality Score? Diagnose expected CTR, ad relevance and landing-page experience with a practical worksheet. Improve the customer journey, not just a score.
Google Ads conversion delay: when should you judge CPA and ROAS?
Is your Google Ads CPA really too high? Check conversion delay, compare equally mature periods and use a worked example before changing bids or budgets.
GA4 internal traffic filter: exclude your team without losing customer data
Exclude staff visits from GA4 safely. Follow the setup steps, test office and remote traffic, and use a troubleshooting checklist before activating the filter.
Small-business marketing budget: a monthly template and example
Build a small-business marketing budget with a worked €3,000 example. Track commitments, forecast overspend and decide what to fund next without guesswork.
GA4 payment referrals: a checkout attribution checklist
Payment providers appearing as traffic sources in GA4? Diagnose checkout returns, choose referral or cross-domain settings and verify the result with a test log.
Meta lead quality: 7 checks before buying more leads
Getting Meta form leads that never answer? Use seven checks for ad promises, qualification, CRM delivery and follow-up, plus a cost-per-qualified-lead example.
GA4 Unassigned traffic: 6 checks to find the cause
Find why GA4 shows Unassigned traffic. Check source/medium, UTM links and session tracking, then verify the fix without hiding missing acquisition data.
Google Ads not spending: 7 checks before raising your budget
Google Ads getting no impressions or barely spending? Check campaign status, ad review, targeting and bid targets with this practical troubleshooting workflow.
How to compare Google Ads management costs: a worked example
Compare in-house, agency and hybrid Google Ads costs with a worked example and free worksheet. Separate ad spend, staff time and fees before choosing.
Google Ads location and language targeting: five practical checks
Check Google Ads location options, ad languages and landing pages. Follow five targeting checks to align reach with the customers you can serve.
Primary vs secondary conversions in Google Ads: what should guide bidding?
Choose primary and secondary Google Ads conversions, check campaign goals and avoid duplicate signals. Follow practical GA4 import and verification steps.
How to review Google Ads search terms without blocking good leads
Review Google Ads search terms with a keep, exclude or investigate worksheet. Check buying intent, negative-keyword conflicts and the next test to run.
Brand vs non-brand Google Ads: how to read performance honestly
Separate brand demand from new-customer acquisition in Google Ads. Use a worked cost example, reporting template and a practical budget review checklist.
How to write a marketing brief: a practical one-page template
Write a useful marketing brief before hiring an agency or launching a campaign. Copy ten questions, a worked example and an approval checklist.
How to choose Google Ads keywords: a practical worksheet
Build a keyword list around the customers you can serve. Use intent, language and a matching landing page to decide what deserves a test.
Google Ads management: what to check weekly and monthly
Use a weekly Google Ads checklist to review budgets, search terms, tracking and lead quality. Decide what to change and record the evidence.
CPC vs CAC: why cheaper clicks can cost you more customers
Compare CPC, CPA and CAC with clear formulas and two campaign examples. Use the free worksheet to see whether cheaper clicks really lower customer costs.
Conversion funnel: turn website visits into customers
Map your conversion funnel from visit to customer. Use a worked example, a free worksheet and GA4 checks to find lost enquiries and choose the next fix.
Advertising measurement: build a GA4 and CRM measurement plan
Build a GA4 measurement plan with event definitions, Google Ads goals and CRM outcomes. Use a practical worksheet and pre-launch checks.
Google Ads in-house or agency: how to choose the right setup
Compare in-house, agency and hybrid Google Ads management: costs, skills and ownership. Use a practical checklist from CPCInsider’s former Google specialist.
Marketing plan: a 90-day template your team can use
Build a marketing plan with a free template, a worked example and clear budget decisions. Set priorities, assign owners and measure progress over 90 days.
How to build a negative keyword list without blocking customers
Build a Google Ads negative keyword list from actual search terms. Compare match types and check conflicts so exclusions do not block potential customers.
How to build a weekly marketing scorecard for your team
Create a weekly marketing report with defined KPIs, owners and next actions. Use lead-generation and ecommerce examples to turn numbers into decisions.
GA4 audit checklist: 18 checks before you trust your reports
A hands-on GA4 audit for website owners and marketing teams: verify what is collected, trace real customer actions and separate tracking faults from reporting differences.
How to switch Google Ads agencies without losing control of your accounts
Changing Google Ads agencies? Check account access, billing, conversion tracking and campaign history with this practical account handover checklist.
How to create a UTM naming convention your team can use
Stop splitting campaign reports across inconsistent UTM tags. Use a clear naming template, example links and a GA4 checklist before every launch.
How to calculate break-even ROAS before increasing ad spend
Calculate break-even ROAS using product costs, payment fees, shipping and returns. Follow a euro example and distinguish advertising revenue from profit.
How to create a CPC strategy: 7 steps from clicks to customers
Set click-cost expectations from customer economics, choose a bidding approach that fits your data and evaluate the outcomes beyond the first click.
What should you agree with a fractional CMO for the first 90 days?
Hiring a fractional CMO? Use this checklist to agree responsibilities, deliverables, team support and success measures before the engagement starts.
Why do GA4 and Google Ads show different conversions?
GA4 and Google Ads disagree? Compare conversion actions, dates, attribution and duplicate tracking with a practical reconciliation checklist.
Google Ads checklist: 25 checks to find wasted spend
Start with trustworthy conversions, then check targeting, budgets and the customer journey. Use these 25 checks to turn an account review into a clear action plan.
B2B lead generation in Latvia: a system sales can trust
Build a B2B lead-generation system with clear customer fit, an offer, qualification and CRM follow-up. Check each handoff from enquiry to sales.
How to choose a Google Ads agency: 12 questions
A strong partner does more than manage an advertising account. It explains decisions, protects your data and owns the path toward a business outcome.
Construction lead generation: advertising, qualification and follow-up
Build a construction lead-generation workflow with Google Ads, Meta Ads, enquiry forms and CRM follow-up. Use practical qualification and measurement steps.
Google Ads conversion tracking for B2B: from click to revenue
Track Google Ads beyond form submissions. Preserve click sources in CRM, define qualified leads and connect campaign costs with won customers and revenue.
Google Ads for B2B service companies: a practical campaign plan
Plan Google Ads for B2B services with focused keywords, qualification and CRM feedback. Match your campaign to deal value and a longer sales cycle.
How to use Google Ads for dependable B2B lead generation
Plan Google Ads around B2B buying intent, relevant landing pages and lead qualification. Connect campaign decisions to CRM opportunities and sales feedback.
How much does Google Ads cost? Budget and break-even guide
Google advertising has no single price. Calculate the full investment from demand, competition, conversion, lead quality and sales economics.
Why does Google Ads generate low-quality leads?
Getting Google Ads leads that never buy? Check seven causes across targeting, search terms, landing pages, forms and CRM feedback before changing bids.
Google Ads vs Meta Ads for B2B: how to choose
The right channel depends on whether you need to capture existing demand or create attention before the buyer starts searching.
Google Ads landing page: 12 elements for qualified leads
Review your Google Ads landing page with 12 checks for message match, proof, forms, mobile use and tracking. Prioritise one change you can measure.
Marketing ROI: measure sales opportunities and revenue
Evaluate marketing ROI through campaign costs, qualified opportunities and revenue. Set a commercial hypothesis and review budgets using sales evidence.
What is a realistic minimum Google Ads budget?
A minimum budget is the amount required to test one meaningful offer and generate enough quality data for a decision—not an arbitrary agency package.
Google Ads CRM integration: connect leads and offline conversions
Return qualified opportunities and won business to Google Ads so campaign decisions learn from real commercial outcomes rather than raw forms.