AI Overviews, signal loss and Privacy Sandbox leftovers are moving SEO and paid together. Treat SEO, AEO and GEO as one programme, and fix bidding on real conversions.

Personalisation without reliable attribution is theatre. Fix identity, conversion definitions and the warehouse join, then let growth compound on clean feedback.

Cookies are gone. Implement server-side tracking, first-party data, CAPI, consent, modelled conversions and incrementality - or keep bidding on a biased sample.

Default GA4 over-credits the last paid click and misses 20-40% of conversions. Lock the model, fix paths, and put tracking server-side before you move budget.

Scaling paid before the commercial model holds is how CAC eats the P&L. Four steps: true CAC, retention, channel LTV, then spend.

After $2M+ in TikTok spend: native UGC still wins, repurposed Reels are dead, and Shop plus CAPI decide whether attention becomes profitable revenue.

ChatGPT, Perplexity and AI Overviews are the new homepage for research queries. Depth, citations, AEO and GEO - not more thin posts - keep organic commercial.

Audience overlap, creative fatigue and inflated attribution windows typically waste 20-35% of paid social. An afternoon audit, then a 30-day habit.

Webflow will not tell you if marketing works. GA4, server-side tagging, HubSpot or Klaviyo, and a warehouse will. That stack is the 2026 bottleneck.