A screenshot win on 40 orders proves nothing. The order and time thresholds that matter, and when to use true split testing versus fast ad-focused testing.

Affinity that doubles in a year is trend, not brand. A teardown of drinkware's boom-and-bust, plus how to ride a demand spike with paid without the comedown.

A rounded, anonymised walk-through of taking a client from ~A$1,250 to ~A$12,500 a day in twelve days with the 20% rule, plus the exact push and pull mechanics.

A quiz funnel converts because it makes the buyer feel understood, like a doctor's diagnosis, not because it grabs emails. Here's how to build one, capture removed.

Two Meta changes hit in 2026: link-click-only attribution in March and incremental-with-cost-caps from December. Why your reported ROAS drops and why it's fine.

Agencies rarely get fired for failing. They get cut when winning makes the fee feel like a tax. The real outsource-insource cycle, and how we price around it.

Scripted creator UGC reads as fake now. My take on why customer testimonial ads replaced it, and the post-purchase flow we run to collect them at scale.

Switch on 1-day view and your CAC reads great. It's mostly fiction. The honest case for 7-day click only, the volatility trap, and the rare high-AOV exception.

A creative strategist went from unicorn to table stakes. What the role does, the three backgrounds it comes from, and when to hire, rent, or wear the hat.

An honest, no-hype tier list of the AI research and creative stack for DTC ad teams, ranked by one question: does each tool move ROAS, or just save time?