Resources
Plain-language guides to measuring whether your marketing actually works — and where the money might be going further.
How to Tell If Your Marketing Is Actually Working
Most small businesses measure activity, not effect — so they can't tell what's actually working. A plain-language guide for Canadian small businesses to measuring marketing honestly.
How to Test Whether Something Works (Without a Data Team)
You don't need a statistician to know if your marketing works. The holdout method, explained in plain terms, with a simple worked example any small business can run.
The One Question That Tells You If Marketing Works: Would It Have Happened Anyway?
The single most useful question about any marketing: if you hadn't done it, would it have happened anyway? An introduction to incremental lift, in plain language.
Vanity Metrics vs. Metrics That Matter
Some numbers go up, feel good, and prove nothing. A plain guide to telling vanity metrics from the ones that actually reflect a healthy small business.
What Attribution Actually Is (and Why It's Mostly Guesswork)
Attribution sounds like a solved technical thing your tools handle. It isn't — it's a set of guesses about which effort gets the credit. What that means for your decisions.
What to Actually Measure When You're Small and Busy
A short, honest starter set of what's worth tracking in a small service business — and what to deliberately ignore. Fewer, truer numbers beat a crowded dashboard.
Where Small Service Businesses Actually Lose Customers
The leak usually isn't at the top of the funnel — it's in the gaps between steps your reporting doesn't watch. Where service businesses lose customers, and how to find it.
Why "More Leads" Is Often the Wrong Goal
For a business already doing well, more leads is often the wrong goal — and can make things worse. The two levers that usually beat volume, and how to tell which you need.
Why Your Numbers Don't Match Your Sales
When your analytics say one thing and your bank account says another, you're not imagining it. The common reasons dashboards and reality drift apart — and what to do.