Field notes on growth & the funnel
Real stories from B2B SaaS founders running their own acquisition. Paid, organic, activation, attribution, and what the data actually says.
The B2B SaaS Acquisition Playbook for 2026
A practical 2026 playbook for B2B SaaS acquisition. The 3-layer funnel (Discovery, Perceivability, Activation), what to track in each, benchmarks for what good looks like, action steps for this week, plus the watching layer that decides whether any of it actually compounds.
GA4 vs. GSC: Two Tools, One Funnel, Endless Confusion
GA4 and Google Search Console watch your visitors from opposite sides of the door. A plain-English explainer — one shop-on-the-high-street analogy, no jargon — for which tool to trust for which question.
AARRR is still right. Except about acquisition.
AARRR's Acquisition stage was one box because there was one door. In 2026 there are three doors, and one of them is AI citations. Here's the 3-layer reframe for B2B SaaS.
SEO vs. GEO vs. AEO: What Actually Changed (and What Didn't)
GEO and AEO aren't replacing SEO — they're rewriting how visibility works. A row-by-row comparison of what changes, what doesn't, and what to do.
Why Google AI Overviews Aren't Optional Anymore
AI Overviews now appear on a growing share of US queries, eat the click before users scroll, and cite sites that don't even rank top 10. Here's why ignoring them is no longer an option — and what to do.
Stop Using the GA4 API — Use BigQuery Export Instead
The GA4 Data API silently samples, hides, and caps your data. BigQuery Export gives you every event, zero sampling, and full SQL power — for free.
How to Actually Read Your Google Search Console Data
Most founders watch clicks and impressions. The metric that predicts revenue is hiding one layer deeper — and it has a name.
Your Google Ads ROAS Looks Great. Your GA4 Tells a Different Story.
Google Ads and GA4 measure different things, in different ways, at different times. If you're not cross-referencing them with your revenue data, you're making budget decisions with half the picture.