Notes on whether the spend paid back.
Short writing on attribution, payback, and the Keeper. New posts appear here when they publish.
SaaS Sales Funnel vs. Marketing Funnel: Why Treating Them as One Is Killing Your Attribution
Most SaaS teams run their sales and marketing funnels through a single dashboard — and systematically misattribute pipeline as a result. Here is what should be measured separately, where the handoff lives, and how to fix it.
Why Your Vibe-Coded App's Conversion Data Is Lying to You
When your app launches across Product Hunt, Reddit, Twitter, and the App Store at once, a single conversion rate is a weighted average that accurately represents none of those channels. Here is how to segment it correctly.
User Adoption Metrics for Vibe-Coded Apps: What to Track After Activation to Prevent Churn
Sign-ups and DAU tell you who showed up, not who stayed for a reason. This piece makes the case for three adoption metrics that actually predict retention in vibe-coded apps.
Sales Funnel Optimization for SaaS: Find the Leak Before You Scale
Most SaaS teams pour budget into traffic when the real conversion killer is hiding mid-funnel. This diagnostic sequence helps you find and fix the leak in a week, before you spend another dollar on acquisition.
B2B SaaS Growth Has Four Levers. Are You Pulling the Right One?
Most B2B SaaS growth advice is tactical noise. This piece argues there are exactly four structural levers that move ARR and that pulling them in the wrong order is why most companies plateau.
Cometly Alternatives for UK SaaS Teams: What to Consider Before You Switch
Switching attribution tools is a budget decision disguised as a software decision. This guide evaluates Cometly alternatives on attribution philosophy, funnel fit, and total cost at scale — not just features.
CAC Payback Period: The SaaS Metric That Reveals Whether Growth Is Sustainable
Most SaaS teams calculate CAC payback period correctly and still get it wrong. Here is why a 12-month payback can be a warning sign, and what to pair it with to get the full picture.
SaaS Funnel Benchmarks by Growth Stage: What Good Looks Like at $1M, $5M, and $25M ARR
Generic funnel benchmarks mislead more than they inform. Here is a stage-stratified breakdown of what strong conversion rates, CAC payback, and trial-to-paid ratios actually look like at $1M, $5M, and $25M ARR.
Expansion Revenue for SaaS: Why Your Best Growth Lever Is Already in Your Product
Most SaaS teams measure growth by new logos, but at scale, expansion revenue drives more than half of all new ARR. Here is the structural argument for why your existing customers are your most efficient growth engine, and how to instrument it.
PLG vs. Sales-Led Growth: Which Motion Fits Your SaaS Product Right Now
The PLG vs. SLG debate is a matching problem, not an ideology war. This guide gives SaaS founders and growth leads a practical diagnostic to identify which motion fits their product, stage, and buyer right now.
SaaS Pricing Strategy: Your Pricing Model Is a Funnel Decision
The pricing model you choose reshapes your entire conversion funnel — determining which metrics matter, where leaks form, and how fast you grow. Here is the framework most SaaS operators are missing.
User Onboarding for Vibe-Coded Apps: The Activation Steps That Actually Drive Retention
Most vibe-coded app founders treat onboarding as a design problem and keep losing users anyway. Here is why onboarding failure is really a measurement problem, and the five-step activation framework that fixes it.
How Vibe-Coded Apps Should Instrument Their First 100 Users
Vibe-coded app builders ship fast but track late — and the activation data from your first 100 users cannot be reconstructed once it's gone. Here's the minimal setup that changes that.
Multi-Touch Attribution for SaaS: Implement It Without a Data Engineering Team
Most multi-touch attribution guides assume you have a data warehouse and a dedicated analyst. This guide proves a two-person SaaS team can build a working attribution model using the tools they already have.
What to Put on a SaaS Marketing Dashboard (and What to Leave Off)
Most SaaS marketing dashboards are built by adding metrics until the chart is full. This guide argues for radical subtraction — keeping only what drives a real decision.
SaaS Go-to-Market Strategy: Choose the Right Motion Before You Spend a Dollar
Most SaaS founders pick a GTM motion by copying competitors — but PLG, sales-led, and hybrid aren't interchangeable. Your motion is a capital allocation decision, and choosing wrong compounds waste at every growth stage.
B2B Meaning: What It Is, How It Works, and Why It Matters for SaaS
Most definitions of B2B are stuck a decade behind. This guide explains what B2B actually means in 2026, and what it means for your SaaS funnel, marketing, and growth.
Performance Marketing for SaaS: Why the Old Playbook Is Breaking
CAC payback is up 20%, paid pipeline share is falling, and ~60% of digital budgets vanish without a revenue trace. Here is what is actually breaking in SaaS performance marketing and what replaces it.
UTM Parameters: The Complete Guide for SaaS Teams
Most SaaS teams use UTM parameters inconsistently, and it's silently corrupting their attribution data. This guide covers everything from naming conventions to funnel-wide governance built for growth teams.
Digital Marketing in 2026: Why SaaS Teams Can No Longer Trust Their Funnel Data
Digital marketing measurement is not just getting harder — it is structurally breaking down for SaaS teams. Here is what is actually happening to your funnel data, and what to do about it.
The SaaS Customer Journey: From First Click to Expansion Revenue
The SaaS customer journey is nothing like a standard B2B funnel. This guide walks through every stage from first touchpoint to expansion revenue, with tracking frameworks, attribution models, and dashboard strategies built for SaaS teams.
Conversion Optimization for SaaS: Benchmarks, Gaps, and What Top Performers Do Differently
The average SaaS company converts at 1.5%. Elite performers hit 8–15%. This data-driven analysis breaks down exactly what separates them and where most teams are leaving ARR on the table.
The SaaS Conversion Optimizer: Why 68% of Companies Are Optimizing Blindly
Most SaaS companies are leaving serious ARR on the table because they optimize without visibility. Here is what separates the top 10% from everyone else, and how to close that gap.
Conversion Optimization Tools for SaaS, Organized by Funnel Stage
Most CRO tool guides hand you a flat list. This one organizes by funnel stage and GTM motion so you pick the right tool for where your pipeline actually breaks.