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Strategy
Featured article

Q4 budget: how to split it between Google and Meta

How to split a fixed Q4 budget between Google and Meta when both platforms claim the same sales. Stop adding up platform ROAS.

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All articles 116 articles
eCommerce
Shopify: GA4 and Meta CAPI without paid apps
How to set up GA4 and Meta's Conversions API on Shopify using the native channels and Customer Events, and how to verify it works.
September 2026
IA & Automatización
AI for B2B lead qualification: what to delegate
Use an LLM to triage and enrich inbound B2B leads before a rep reads them. What the model can decide, what it can't, and how to keep a trail.
September 2026
Performance Max
Performance Max at Black Friday 2026: what to touch
Performance Max at Black Friday 2026: how to scale budget without resetting learning, and what to fix in the days right after the peak.
September 2026
Strategy
B2B nurture sequences: making ads and email one system
Run paid ads and email nurture as a single B2B sequence: stage mapping, when to suppress spend, list syncing and honest combined measurement.
September 2026
IA & Automatización
Claude prompts for PPC: build a reusable library
How to build a library of Claude prompts for PPC: what goes in the project, what goes in the prompt, and where the system breaks.
September 2026
SEO
Shopify Black Friday SEO: technical checklist 2026
The technical SEO checklist for Shopify before Black Friday 2026: seasonal collections, redirects, facets, canonicals, sitemap and page speed.
September 2026
Google Ads
ABM with Google Ads: when it actually makes sense
ABM in Google Ads: what you can really target, why company-level targeting doesn't exist, and the deal size that justifies building it.
September 2026
Google Ads
Google Shopping before Black Friday: what to prep in 2026
Google Shopping for Black Friday 2026: what to check in Merchant Center, when to submit promotions, and which bids to leave alone.
August 2026
Strategy
CRM and B2B advertising: a practical integration to optimize for quality
Connect your CRM to B2B advertising with offline conversions: close the lead-to-customer loop and optimize for quality, not volume.
August 2026
SEO
Shopify variant SEO: how to avoid cannibalization
Shopify variants create ?variant= URLs that cannibalize. When to use canonical, when to index a variant of its own, and how to structure it.
August 2026
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