Something shifted in search over the last 18 months and most marketers haven't caught up to it yet. The content you're posting on LinkedIn, Reddit, and Instagram isn't just social media anymore. It's search content. It's AI training data. It's the stuff that gets pulled into ChatGPT, Perplexity, and Google AI Overviews when someone asks a question you could be answering. I've been thinking about this a lot lately because it's directly relevant to how I build visibility for...

If your campaign name in Shopify analytics reads as a 17-digit numeric ID, you're flying blind. Here's what real UTM hygiene looks like for Meta Ads — and the three upgrades that actually show you the consumer journey.

7 numbers that fooled me before I learned to double-check them Quick story. I was looking at a retargeting campaign that had fired 15 "Purchase" events in 10 days. Solid number, right? Then I checked Shopify. Only 4 of those orders had actually been paid. The other 11 were cash-on-delivery orders nobody had paid for yet, plus one that got cancelled. The tracking wasn't broken. The pixel was healthy. The number was just... measuring the wrong moment. "Purchase" fired the secon