What the numbers say
Writing on conversion, funnels, and what paid traffic does after the click. Every statistic here carries its source and its year, because most of the numbers this industry quotes are older than it admits.
- 19 Aug 2026channels
Spark Ads run from a handle you do not own
Paying to boost a creator's post is the easy part. Measuring what it sold is where the wheels come off, and the reason is structural.
3 min read
- 19 Aug 2026channels
What whitelisting a creator actually costs
The content fee is the number everyone quotes. The usage fee, the window, and the renewal are where the budget actually goes.
2 min read
- 19 Aug 2026attribution
Ask the buyer. Ad blockers cannot stop a question
A one-question survey on the confirmation page measures the traffic your analytics never saw, and separates a lost click from a channel that never had one.
2 min read
- 3 Aug 2026b2b
B2B and B2C conversion rates measure different things
Both get quoted as roughly 2 to 3 percent. They count different events, over different timescales, for different numbers of people.
4 min read
- 27 Jul 2026speed
INP replaced FID: why your Core Web Vitals moved
INP became a Core Web Vital in March 2024 and is much harder to pass than FID. If your scores dropped without a deploy, this is why.
4 min read
- 20 Jul 2026channels
Your traffic sources convert at wildly different rates
A blended rate averages a channel converting at 6 percent with one at 0.5 percent, then describes neither. What the real spread looks like.
3 min read
- 13 Jul 2026ux
Your traffic is mobile. Your revenue is not
The mobile share of visits passed desktop years ago. The mobile share of conversions did not. The gap is consistent, well documented, and mostly fixable.
3 min read
- 6 Jul 2026b2b
Fewer form fields: more submissions, less pipeline
Shorter forms convert better. That is half the story, because form friction was doing qualification work you were not paying for.
3 min read
- 29 Jun 2026channels
Paid search and paid social are not competing for the same job
One reaches people already looking, one interrupts them. Comparing conversion rates and moving budget to the winner is a common costly mistake.
3 min read
- 22 Jun 2026ux
Sending paid traffic to your homepage is a tax you pay every click
A homepage answers everyone badly. A landing page answers one question well. The difference shows in the first ten seconds you paid for.
2 min read
- 15 Jun 2026funnels
Four things a conversion rate hides, and what to watch instead
One number standing in for a process with several failure points. What it averages away, and the smaller numbers that tell you what to fix.
3 min read
- 8 Jun 2026speed
Paid traffic pays for slow pages twice
A slow page loses organic visitors and costs you the click fee for paid ones. The compounding maths of that, and where the time goes.
3 min read
- 1 Jun 2026attribution
Why your CPA is wrong in both directions
Ad blockers, declined consent, cross-device journeys and bot traffic each break your numbers differently. Two of them flatter you and two of them do not.
3 min read
- 25 May 2026attribution
Why your ad platform and your analytics disagree
Meta says 212, GA4 says 143, Stripe settled 168. Nothing is broken. The disagreement is structural, and it survives perfect implementation.
2 min read
- 18 May 2026funnels
Put a price on every funnel step
Drop-off percentages measure the leak in people. Run the ad spend through the same funnel and the optimization queue reorders itself.
2 min read
- 11 May 2026testing
Most A/B tests lose. Keep running them
Microsoft measured what happens when smart people guess. A third of ideas help, a third do nothing, a third hurt.
2 min read
- 4 May 2026ux
You get about ten seconds
Nielsen Norman Group ran survival analysis on page visits. Pages do most of their dying in the first ten seconds, and paid clicks die the same way.
2 min read
- 27 Apr 2026benchmarks
What a good landing page conversion rate looks like
The median landing page converts 4.6 percent. That number is true, dated, about other people's pages, and still worth knowing.
2 min read
- 20 Apr 2026speed
The three-second cliff is a slope
The famous mobile speed threshold is real and slightly misread. The data shows compounding loss at every tenth of a second.
2 min read
- 13 Apr 2026checkout
Why people leave without paying, ranked
Baymard asks US shoppers why they abandoned a cart, wave after wave. The ranking barely moves, and the top answer has led for a decade.
2 min read
- 6 Apr 2026checkout
The average checkout asks 23 questions
Baymard counted 23.48 form elements in the average US checkout and puts the achievable number at 12 to 14. The gap is measured in abandoned orders.
2 min read
- 30 Mar 2026speed
The five speed statistics everyone quotes, with receipts
Amazon's 100ms, Walmart's one second, Google's three. All real, none peer reviewed, most old enough to drive. Checking the receipts.
2 min read
- 23 Mar 2026checkout
Where the 70 percent cart abandonment number comes from
The most quoted statistic in e-commerce is an average of 49 studies with a 25-point spread. Knowing how it is built changes what you should do about it.
2 min read
Where this comes from
We build conversion funnels priced by ad spend. The same discipline applies to the writing as to the product: figures arrive with their source attached, and anything unverified is hedged or left out.