All tagged marketing ROI

The Metrics That Actually Matter: Moving Beyond Vanity Metrics to Revenue

The Metrics That Actually Matter: Moving Beyond Vanity Metrics to Revenue

Claudia Giraldo

You're tracking 20+ metrics, spending hours in analytics, and still can't answer the one question that matters: "Is this working?" The problem isn't lack of data, it's data overload. When everything is a priority, nothing is. I've audited countless ad accounts where brands optimized for clicks when they needed conversions, celebrated engagement when they needed revenue, and made decisions based on metrics that had zero correlation with growth. The solution isn't more sophisticated tracking, it's radical focus. In this post, I reveal which metrics deserve your attention at each growth stage, which ones are distracting you from real progress, and how to build a lean measurement system that drives profitable decisions.

Meta vs. Google vs. TikTok: Choosing the Right Platform for Your Growth Stag

Meta vs. Google vs. TikTok: Choosing the Right Platform for Your Growth Stag

Claudia Giraldo
Digital Marketing

Choosing between Meta, Google, and TikTok shouldn't be a guessing game, yet most brands make this critical decision based on trends or competitor activity rather than strategic fit. The result? Misaligned campaigns, disappointing ROAS, and budget drain. After years of testing and optimizing across all three platforms for businesses at different stages, I've identified clear patterns: certain platforms excel at specific growth phases. A bootstrap startup has different needs than a funded scale-up, and a mature brand requires a different approach entirely. In this post, I'll show you exactly how to match your growth stage with the right platform strategy, so you stop wasting money and start seeing real results.