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.
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.
PerformanceChatGPT 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.
SEO / GEOGEO 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.
AnalyticsServer-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.
AnalyticsConsent 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
One sharp idea on data-driven growth, every other week. No spam, unsubscribe anytime.
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Tell us where growth is leaking and we'll map exactly what we'd do about it. A free, no-obligation strategy session with the people who'd run your account.