Digital Peax Field notes on growth, measured.
What we learn running data-driven campaigns: attribution, channel economics, the new search, and the occasional strong opinion. No fluff, no listicles.
Did ChatGPT send that lead? Measuring AI-search traffic
AI answers send real visitors and almost no referrer. How we separate AI-assistant traffic in GA4, watch for the branded-search lift that follows a citation, and stop crediting “direct” for what ChatGPT and AI Overviews actually did.
The first-party data setup for a cookieless web
Third-party cookies are leaving and the modeled gaps are widening. A practical build for first-party data: consent done right, Customer Match and the Conversions API, and the server-side plumbing that feeds platforms data they will actually trust.
Running Performance Max and Advantage+ without losing control
AI now handles targeting, bidding, and placements across Google and Meta. That does not make the marketer redundant; it moves the job to feeding the machine better inputs and fencing in where it can spend. How we keep agentic campaigns honest.
A social media strategy that survives a budget review
Which campaign objectives to run at each stage of the funnel, the three metrics that matter per stage, and the vanity numbers to ignore. The social playbook we build for businesses, from first impression to tracked conversion.
Cross-channel remarketing: the sequence that converts leads
A lead rarely converts on the platform that first found them. The Meta → Google → TikTok remarketing sequence we run, how we split audiences by intent, and how to measure it without counting the same conversion three times.
Why your ROAS is lying to you, and how to fix attribution
Last-click quietly misallocates your budget. A practical walk through multi-touch attribution and incrementality, with the holdout tests we use to find what spend is actually driving growth.
ChatGPT Ads: an early field report
What we learned spending real budget on one of the newest ad surfaces: how you buy it, what OpenAI will and will not show you, and whether it pays yet.
GEO 101: how to get cited by ChatGPT and AI Overviews
The structured data, entities, and content patterns that make answer engines quote you, not your competitor, with what Google and the research actually say.
Server-side tracking: what it fixes and what it does not
A clear-eyed look at server-side GTM: the durability and data control it genuinely buys you, the consent and cost realities it does not change, and when it is worth the overhead.
Consent Mode v2 without nuking your data
The four consent signals, basic versus advanced, and the behavioral modeling that recovers what a denied banner would otherwise cost you. A compliant EU setup that keeps measurement intact.
The Peax Brief
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