What's Working

Our honest take on measurement, automation, and email — filtered down to what actually matters for your business.

Why Are My Emails Going to Spam? What Actually Fixes It (October 2026) 11 min read
Email DeliverabilityEmail Marketing

Why Are My Emails Going to Spam? What Actually Fixes It (October 2026)

Your emails are going to spam because inbox providers have decided your list doesn't want them. A test tells you the score. Here's what changes it.
What Is CRM Automation, and What Should a Small Business Automate First? (October 2026) 9 min read
Business AutomationCRM

What Is CRM Automation, and What Should a Small Business Automate First? (October 2026)

CRM automation runs your follow-up for you: every lead gets a response, the right offer and a next step, without anyone remembering to send it. Here's what to automate first, what it costs, and why automations break.
What Is a GA4 Audit, and Do You Need One? (October 2026) 8 min read
Measurement MarketingGoogle Analytics

What Is a GA4 Audit, and Do You Need One? (October 2026)

A GA4 audit checks whether Google Analytics is recording what actually happens on your site. Here's what one covers, the issues it usually finds, what it costs, and how to check the basics yourself.
What Is Marketing Attribution, and Why Your CRM Can't Do It (October 2026) 8 min read
Measurement MarketingAttribution

What Is Marketing Attribution, and Why Your CRM Can't Do It (October 2026)

Marketing attribution tells you which marketing produced which customers and revenue. Most small businesses try to do it in their CRM. Here's why that fails and where it should live instead.
Why Smart Businesses Measure Even When They're Losing 4 min read
Measurement MarketingMarketing Analytics

Why Smart Businesses Measure Even When They're Losing

When marketing results drop, most businesses stop watching the numbers. That's the most expensive time to go blind — and clean data is the only thing that shows you where the problem actually is.
What F1 Can Teach You About Marketing Measurement 3 min read
Measurement MarketingMarketing Analytics

What F1 Can Teach You About Marketing Measurement

Red Bull sent Isack Hadjar back onto track after losing a lap to an engine issue, specifically to collect data for qualifying and Sunday's race. Your measurement system should work the same way.
How Do I Know If My Marketing Is Actually Working? 6 min read
Measurement MarketingAttribution

How Do I Know If My Marketing Is Actually Working?

If you're asking that question, there's a good chance you already suspect the answer is 'not as well as the platforms are telling you.' Here's what's actually happening — and what to do about it.