by vicki | Jun 24, 2026 | Women’s Health Marketing
Most advertisers assume that if they are not explicitly targeting by race, gender, or age, their ads are being delivered neutrally. This assumption is wrong, and it has been wrong for years. Advertising algorithms do not discriminate because someone programmed them...
by vicki | Jun 17, 2026 | Women’s Health Marketing
If you run a women’s health brand and your paid advertising consistently underperforms relative to equivalent brands in other categories, you are not doing something wrong. You are experiencing a set of structural obstacles that are specific to this space and...
by vicki | Jun 10, 2026 | Measurement & Analytics
Return on ad spend is the most widely used performance metric in paid social, and one of the most misleading. That is not an argument for ignoring it. It is an argument for understanding what it actually measures, what it does not, and why optimising towards it in...
by vicki | Jun 3, 2026 | Measurement & Analytics
GA4 is the analytics platform most businesses are now running, whether they chose it deliberately or migrated reluctantly when Universal Analytics was switched off. Many are using it without fully understanding what it is measuring, what it is not, and where the gaps...
by vicki | May 27, 2026 | Measurement & Analytics
Google Analytics is one of the most widely installed tools in digital marketing and one of the most poorly understood. Most businesses have it running on their website. Very few are extracting information from it that meaningfully improves their decisions. This is not...
