Blog
Things I've learned.
Practical thinking on paid growth, tracking, and making marketing honest. Notes from nine years in performance marketing, four of them at GetYourGuide, hands in the accounts. No theory I haven't shipped.
Why I Audit Tracking Before Touching a Single Campaign
Most accounts I inherit are optimizing on numbers that aren't real. Here's why I fix the data before spending a single euro.
Read article →The Complete Guide to Server-Side GTM Setup
A practical walkthrough of moving GA4, Google Ads and Meta CAPI server-side, and why it's worth the effort.
Read article →Not All Conversions Are Equal: Why Value-Based Bidding Changes Everything
Treating every conversion as equal quietly caps your growth. Value-based bidding fixes the incentive at the root.
Read article →