Insights

Field notes from the Lab.

Short, honest write-ups from live experiments. Just what worked, what didn't, and what we'd do next time.

What AI-answer share of voice actually means for app discovery.

Apr 18, 2026

What AI-answer share of voice actually means for app discovery.

Apr 18, 2026

LLM citations in 2026: what changed in a year of watching.

Apr 10, 2026

LLM citations in 2026: what changed in a year of watching.

Apr 10, 2026

Why creative systems beat creative heroes. A five-launch postmortem.

Apr 2, 2026

Why creative systems beat creative heroes. A five-launch postmortem.

Apr 2, 2026

Market entry without a local team: a repeatable 6-week loop.

Mar 17, 2026

Market entry without a local team: a repeatable 6-week loop.

Mar 17, 2026

Store CVR is a localization problem, not a conversion problem.

Mar 4, 2026

Store CVR is a localization problem, not a conversion problem.

Mar 4, 2026

The threshold gate: how we decide what gets to scale.

Feb 20, 2026

The threshold gate: how we decide what gets to scale.

Feb 20, 2026

View Transitions API in production: UX data from three live sites.

Feb 14, 2026

View Transitions API in production: UX data from three live sites.

Feb 14, 2026

Why we stopped calling it "AI-powered," and what we call it now.

Jan 10, 2026

Why we stopped calling it "AI-powered," and what we call it now.

Jan 10, 2026

Claude Projects and ChatGPT Agents in a marketing stack: what actually works.

Dec 3, 2025

Claude Projects and ChatGPT Agents in a marketing stack: what actually works.

Dec 3, 2025

What B2B buyers see in LLM answers, and why it is mostly Reddit and G2.

Oct 22, 2025

What B2B buyers see in LLM answers, and why it is mostly Reddit and G2.

Oct 22, 2025

Consent Mode v2 one year on: the actual impact on conversion data.

Oct 9, 2025

Consent Mode v2 one year on: the actual impact on conversion data.

Oct 9, 2025

Edge runtime pricing: what Vercel, Cloudflare, and Netlify actually bill.

Aug 22, 2025

Edge runtime pricing: what Vercel, Cloudflare, and Netlify actually bill.

Aug 22, 2025

AI-generated content and E-E-A-T: nine months of observations.

Jul 18, 2025

AI-generated content and E-E-A-T: nine months of observations.

Jul 18, 2025

Incrementality without geo-lift: the micro-conversion method.

Jun 5, 2025

Incrementality without geo-lift: the micro-conversion method.

Jun 5, 2025

Shopify Hydrogen migration: a postmortem of three production rollouts.

Apr 24, 2025

Shopify Hydrogen migration: a postmortem of three production rollouts.

Apr 24, 2025

Four failure modes when brands bolt AI chat onto the homepage.

Apr 14, 2025

Four failure modes when brands bolt AI chat onto the homepage.

Apr 14, 2025

ChatGPT Search vs Google: where buying intent is getting intercepted.

Mar 20, 2025

ChatGPT Search vs Google: where buying intent is getting intercepted.

Mar 20, 2025

Next.js Partial Prerendering: the decision tree for turning it off.

Feb 12, 2025

Next.js Partial Prerendering: the decision tree for turning it off.

Feb 12, 2025

Open-source MMM in 2025: Robyn vs PyMC-Marketing vs LightweightMMM.

Jan 16, 2025

Open-source MMM in 2025: Robyn vs PyMC-Marketing vs LightweightMMM.

Jan 16, 2025

Perplexity is a traffic channel now. Here is what the logs show.

Dec 10, 2024

Perplexity is a traffic channel now. Here is what the logs show.

Dec 10, 2024

What AI Overviews did to organic traffic, six months in.

Dec 2, 2024

What AI Overviews did to organic traffic, six months in.

Dec 2, 2024

The attribution stack we actually see at 40+ growth teams.

Nov 18, 2024

The attribution stack we actually see at 40+ growth teams.

Nov 18, 2024

React Server Components in production: the inventory of rakes.

Nov 6, 2024

React Server Components in production: the inventory of rakes.

Nov 6, 2024

llms.txt is a proposal, not a standard. Should you ship one?

Oct 15, 2024

llms.txt is a proposal, not a standard. Should you ship one?

Oct 15, 2024

Cookieless attribution: what landed, what we killed.

Sep 12, 2024

Cookieless attribution: what landed, what we killed.

Sep 12, 2024

Advantage+ vs manual: six A/B tests, one clear pattern.

Sep 11, 2024

Advantage+ vs manual: six A/B tests, one clear pattern.

Sep 11, 2024

LCP in production: fetchpriority, priority hints, and what actually worked.

Aug 27, 2024

LCP in production: fetchpriority, priority hints, and what actually worked.

Aug 27, 2024

INP is quiet. It's the Core Web Vital that correlates with conversion.

Aug 15, 2024

INP is quiet. It's the Core Web Vital that correlates with conversion.

Aug 15, 2024

GA4, one year after the forced migration. What actually broke.

Jul 9, 2024

GA4, one year after the forced migration. What actually broke.

Jul 9, 2024

AI Overviews launched. Here is what 30 days of SERP data looked like.

Jun 14, 2024

AI Overviews launched. Here is what 30 days of SERP data looked like.

Jun 14, 2024

INP migration checklist: what to ship before March 12.

Feb 18, 2024

INP migration checklist: what to ship before March 12.

Feb 18, 2024

Server-side GTM: the real cost, and when it actually pays off.

Jan 22, 2024

Server-side GTM: the real cost, and when it actually pays off.

Jan 22, 2024

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Field notes from the Lab.

What AI-answer share of voice actually means for app discovery.

What AI-answer share of voice actually means for app discovery.

LLM citations in 2026: what changed in a year of watching.

LLM citations in 2026: what changed in a year of watching.

Why creative systems beat creative heroes. A five-launch postmortem.

Why creative systems beat creative heroes. A five-launch postmortem.

Market entry without a local team: a repeatable 6-week loop.

Market entry without a local team: a repeatable 6-week loop.

Store CVR is a localization problem, not a conversion problem.

Store CVR is a localization problem, not a conversion problem.

The threshold gate: how we decide what gets to scale.

The threshold gate: how we decide what gets to scale.

View Transitions API in production: UX data from three live sites.

View Transitions API in production: UX data from three live sites.

Why we stopped calling it "AI-powered," and what we call it now.

Why we stopped calling it "AI-powered," and what we call it now.

Claude Projects and ChatGPT Agents in a marketing stack: what actually works.

Claude Projects and ChatGPT Agents in a marketing stack: what actually works.

What B2B buyers see in LLM answers, and why it is mostly Reddit and G2.

What B2B buyers see in LLM answers, and why it is mostly Reddit and G2.

Consent Mode v2 one year on: the actual impact on conversion data.

Consent Mode v2 one year on: the actual impact on conversion data.

Edge runtime pricing: what Vercel, Cloudflare, and Netlify actually bill.

Edge runtime pricing: what Vercel, Cloudflare, and Netlify actually bill.

AI-generated content and E-E-A-T: nine months of observations.

AI-generated content and E-E-A-T: nine months of observations.

Incrementality without geo-lift: the micro-conversion method.

Incrementality without geo-lift: the micro-conversion method.

Shopify Hydrogen migration: a postmortem of three production rollouts.

Shopify Hydrogen migration: a postmortem of three production rollouts.

Four failure modes when brands bolt AI chat onto the homepage.

Four failure modes when brands bolt AI chat onto the homepage.

ChatGPT Search vs Google: where buying intent is getting intercepted.

ChatGPT Search vs Google: where buying intent is getting intercepted.

Next.js Partial Prerendering: the decision tree for turning it off.

Next.js Partial Prerendering: the decision tree for turning it off.

Open-source MMM in 2025: Robyn vs PyMC-Marketing vs LightweightMMM.

Open-source MMM in 2025: Robyn vs PyMC-Marketing vs LightweightMMM.

Perplexity is a traffic channel now. Here is what the logs show.

Perplexity is a traffic channel now. Here is what the logs show.

What AI Overviews did to organic traffic, six months in.

What AI Overviews did to organic traffic, six months in.

The attribution stack we actually see at 40+ growth teams.

The attribution stack we actually see at 40+ growth teams.

React Server Components in production: the inventory of rakes.

React Server Components in production: the inventory of rakes.

llms.txt is a proposal, not a standard. Should you ship one?

llms.txt is a proposal, not a standard. Should you ship one?

Cookieless attribution: what landed, what we killed.

Cookieless attribution: what landed, what we killed.

Advantage+ vs manual: six A/B tests, one clear pattern.

Advantage+ vs manual: six A/B tests, one clear pattern.

LCP in production: fetchpriority, priority hints, and what actually worked.

LCP in production: fetchpriority, priority hints, and what actually worked.

INP is quiet. It's the Core Web Vital that correlates with conversion.

INP is quiet. It's the Core Web Vital that correlates with conversion.

GA4, one year after the forced migration. What actually broke.

GA4, one year after the forced migration. What actually broke.

AI Overviews launched. Here is what 30 days of SERP data looked like.

AI Overviews launched. Here is what 30 days of SERP data looked like.

INP migration checklist: what to ship before March 12.

INP migration checklist: what to ship before March 12.

Server-side GTM: the real cost, and when it actually pays off.

Server-side GTM: the real cost, and when it actually pays off.

Tell us what product or market you're launching.

Our Work

Tell us what product or market you're launching.

Our Work

Tell us what product or market you're launching.

All Projects