How to halve onboarding churn by instrumenting three post-signup events and one retention experiment

I write a lot of creative briefs for short-form creators. Over the past few years I’ve tested hundreds of variants on TikTok and Instagram Reels, and there’s one compact brief that keeps outperforming the rest for product-led demos. It gets creators to show the product in real-world use, hit the buyer’s questions, and end with a clear, conversion-friendly moment — without sounding scripted or salesy.Why a focused brief matters for...

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I used to see the same pattern at every company I worked with: paid channels would take credit for the majority of conversions, budgets would flow to the shiny platforms, and product or organic teams would be left wondering why true growth stagnated. Most of the time the root cause wasn’t “paid magic” — it was measurement that conflated engagement signals with causal impact.In this article I’ll walk through a practical way to map your...

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I started experimenting with server-side tagging for retargeting because I kept running into the same problem: great conversion lift from remarketing, but growing privacy controls (browser restrictions, ATT, cookie blocking) making client-side audiences noisy, incomplete or outright unavailable. Moving the audience-building logic server-side doesn’t magically restore all lost signals, but it gives you control — and the ability to combine...

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I often get asked by product and marketing teams: “Can we map first-party events to revenue without touching our analytics code?” Short answer: yes — but it requires a shift in where you stitch data together. Instead of editing front-end tracking or changing the analytics SDK, you build an event-to-revenue mapping layer downstream, using server-side enrichments, order webhooks, and a persistent identifier that ties behavioral events to...

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Three days in and your TikTok ad looks like it's crashing. The impressions are there, but the cost per result keeps climbing, the click-through rate is tanking, or conversions are nowhere to be found. I’ve been in that position more times than I care to admit — and I’ve also learned a repeatable way to diagnose and often rescue campaigns before you throw good budget after bad. This is the playbook I use when a TikTok ad underperforms after...

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I’ve spent years A/B testing signup flows for SaaS products, consumer apps and newsletter gates. The single biggest lift I’ve seen repeatedly isn’t a new color or a fancier illustration — it’s the words you use at the moment people decide whether to commit. Tiny changes in UX copy can move the needle by double digits. Below I’ll share the exact lines I’ve tested that produced ~20% lifts in signup conversion, explain why they work,...

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I used to dread review days. Packed calendars, half-produced feedback, and follow-up meetings that stretched a single decision across a week. Over the last 18 months I've refined a simple pattern that routinely cuts our creative production time by roughly half: a two-hour async Figma review loop. It’s not magic — it’s a disciplined workflow that replaces long meetings and diffuse feedback with focused, timestamped inputs and clear next...

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Sign-up flows are where your relationship with a customer starts, and they’re also where a lot of valuable first-party data quietly leaks away. I’ve audited dozens of onboarding funnels for startups and established brands, and the pattern is familiar: forms that ask the wrong questions, tracking that never fires, and personalization systems that claim to do more than the data supports. This framework is a practical, step-by-step way to audit...

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I run creative teardowns all the time — not as a glorified post-mortem, but as an intense, focused experiment to find the single creative element that makes a TikTok ad convert. Over the years I’ve distilled the process into a five-day rhythm that’s fast enough to move at platform speed, but robust enough to give clear signal. Below I walk through the exact playbook I use with teams and clients when we need to pinpoint a winning hook for...

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I’ve spent a lot of my time helping SaaS teams get analytics out of the messy parts of subscription businesses — upgrades, downgrades, failed payments and the small events that predict churn. GA4 gives us a flexible event model that’s perfect for subscription SaaS, but that flexibility is also a problem: without a clear schema you end up with fragmented events, duplicate revenue, and LTV numbers you don’t trust.Why a strict event schema...

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