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Essays, teardowns and field notes. What actually worked — steal it, ship it, tell me what broke.

01 Server-side tagging: what actually worked We moved tracking off the browser and into a first-party server container. Here is the setup, the numbers before and after, and the two mistakes that cost us a week. teardown May 28, 2026 2 min read 02 GEO: how AI answers pick their sources Generative engines don’t rank pages, they cite passages. Notes from three months of testing what gets a brand quoted by ChatGPT, Perplexity and AI Overviews. essay Apr 16, 2026 2 min read 03 Smart Bidding is only as smart as its inputs Stop tweaking tROAS targets and start auditing what the algorithm eats. A field note on value rules, conversion quality and the inputs nobody checks. field note Mar 9, 2026 1 min read