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Insights
Practical guides on SEO, AI automation, and growth marketing, written by the team that builds these systems for clients.
How to Build a World-Class GA4 Setup, Part 1: Foundations & the Measurement Plan
A world-class GA4 setup is not a maximal feature set. It is a correct, closed revenue loop plus an honest account of its own limits. This first article builds the mental model — GA4 as one event with parameters — and the plan: a maturity model that grades correctness over feature count, and a disciplined event taxonomy and dimension registry.
July 7, 2026
How to Build a World-Class GA4 Setup, Part 2: Correct Collection — Audit, Server-Side & Conversions
A GA4 property can pass every check it can run on itself and still miss the leads it exists to count. This is how to audit for the silent failures — a server conversion that POSTed to a 404 host for the property’s entire life, a button click miscast as a conversion — and fix collection before you touch architecture.
July 7, 2026
How to Build a World-Class GA4 Setup, Part 3: Activate & Govern — the Revenue Loop, Consent & Scale
The revenue loop is the move that pays for a clean GA4 build: carry each booked-job dollar back onto the click that produced it, so Google Ads bids on money instead of on the appearance of demand a form fill creates. This third part covers identity and per-lead value, US-sized Consent Mode v2, BigQuery warehousing, governance, and least-privilege access.
July 7, 2026
The business case for website speed
Website speed is a measurable revenue variable. Deloitte and Google found a 0.1-second mobile improvement correlated with an 8.4% retail conversion lift. This guide translates Core Web Vitals into plain English, collects the documented business results in one table, and shows where spending on speed stops paying.
July 4, 2026
The business case for web accessibility
Web accessibility is the practice of building websites that work regardless of how a visitor sees, hears, or operates them. The case for it is arithmetic: more than 1 in 4 U.S. adults report a disability, plaintiffs filed over 5,000 digital accessibility lawsuits in 2025, and the fixes overlap with the SEO and performance work on your roadmap.
July 4, 2026
Long-form research
How to Build a World-Class GA4 Setup
Most Google Analytics 4 installations record data without measuring anything a business can act on. This dissertation documents the audit and reconstruction of one such property from first principles, and generalizes the work into a method any practitioner can follow.
Francisco Contreras · July 2026 · 66k words