What Gmail, Yahoo and Outlook now require from bulk senders
The authentication, unsubscribe and complaint rate requirements published by the major mailbox providers, with what happens when you miss each one.
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Tracking and measurement
Why the numbers in Google Ads, Meta and GA4 disagree, and how to set tracking up so they agree with your sales: consent mode, pixels, conversion setup and email sender rules.
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Consent Mode v2 for EU and UK small businesses: what is mandatory, what breaks, and the twenty-minute check
Google has required Consent Mode v2 for EEA and UK traffic since March 2024. What breaks without it, basic vs advanced mode, and how to check your setup.
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Consent Mode v2: why your Google Ads conversions dropped, and sales did not
Google Ads conversions fell in Europe while orders stayed flat. Consent Mode v2 is usually why. What changed, the ten-minute check in your account, and the fix.
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Meta vs GA4 conversions: why the numbers never match, and which one to trust
Meta and GA4 rarely agree on conversions, and the gap is usually normal rather than broken. What each one counts, why they disagree, and the number to trust.
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Google Consent Mode v2 in Europe: what happens if you skip it, in the order it happens
Skip Consent Mode v2 and Google treats every EEA visitor as a refusal. What breaks, why modelling rarely rescues a small account, and a five-step check.
Read the postThe tracking setup checklist, before you spend anything
What to measure before spending anything, and how to set it up so a closed deal can be traced back to the click that produced it months later.
Read the postSEO audit template, with a pass condition for every row
A 32-row SEO audit spreadsheet covering indexation, canonicals, architecture, on-page, speed, tracking and local. With what good looks like for each row.
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