Blog

Notes on attribution, tracking, and running growth with an agentic coworker.

• Grotech4 min read

  Grotech vs martech: why growth needs its own category

  Martech helps you run marketing. Grotech is accountable for growth. What the difference is, and why we’re building Apello as grotech.

• Attribution6 min read

  Platform ROAS isn’t revenue. What to judge campaigns on instead

  Ad platforms grade their own homework. A practical look at tying spend to orders, margin, and closed deals, and what changes when you do.

• Tracking5 min read

  Your pixel is probably broken. How to check in ten minutes

  The quiet ways conversion tracking drifts, and a short checklist to catch it before your numbers do.

• Signal Engineering3 min read

  Putting a dollar value on what visitors do before they buy

  Micro-actions like scroll depth, pricing page visits, and add-to-carts, and how to weigh them against real revenue.

• Web Editing2 min read

  When the ad isn’t the problem

  Sometimes the landing page is. How to spot it, and what a good fix looks like.

• Agencies2 min read

  Running fifty client accounts without fifty logins to babysit

  Separate context and permissions per client, and what that does to onboarding and offboarding.

• Ecomm2 min read

  Scaling a store on margin, not ROAS

  Why the best-looking campaigns can lose money, and how to find the products that actually pay for growth.

• Product3 min read

  What it means to hand your computer to a growth coworker

  How Apello works inside the tools you already use, and where it stops to ask before acting.