Insights

Field notes from live budgets.

Short, opinionated pieces on what we're seeing in Indian ad accounts right now — what's working, what's broken, and what we'd do about it. No listicles padded to hit a word count.

Insights
12

Creative

1 pages
InsightA creative testing frameworkConcepts, hypotheses and a weekly cadence that turns ad tests into learning.Open →

Strategy

2 pages
InsightHow to choose a performance marketing agencyTwelve questions that separate operators from pitch decks.Open →InsightHow to split budget across the funnelWhy the right split depends on how much demand already exists.Open →

Mumbai

1 pages
InsightMonsoon marketing in MumbaiFootfall, deliveries, site visits and creative — how four months of rain shift the plan.Open →

Measurement

2 pages
InsightSeven GA4 mistakes Indian brands keep makingDuplicate purchases, gateway referrals, lost UTMs and four more fixable errors.Open →InsightYour ROAS is lying to youWhy adding up platform ROAS produces revenue you never earned — and what to use instead.Open →

eCommerce

2 pages
InsightShould a new brand launch on quick commerce?When the ten-minute shelf helps a new brand — and when it quietly burns cash.Open →InsightThe RTO cost your dashboard isn't showing youWhy platform ROAS counts orders that never arrive — and how to fix the maths.Open →

CRM

1 pages
InsightWhy Indian funnels should be WhatsApp-firstForms are a Western habit. Indian buyers would rather chat.Open →

Real estate

1 pages
InsightWhy real estate leads go coldThe follow-up gap and the missing feedback loop behind poor property lead quality.Open →

What you'll find here

Short, practical pieces on what's changing in Indian ad accounts: festive-season planning, the hidden cost of COD returns, why real estate leads go cold, GA4 mistakes, AI search and more. Each one ends with what we'd actually do about it.

For deeper, step-by-step coverage of a channel, see the guides; for definitions, the glossary.

Topics we cover

  • Paid media — Meta, Google, YouTube and marketplace changes, and how they affect cost per result
  • Measurement — attribution, GA4, server-side tracking and the gap between dashboards and revenue
  • Creative — testing frameworks, hooks and formats that are working in Indian feeds
  • D2C economics — COD, returns, contribution margin and retention
  • Local and real estate — lead quality, speed to lead and micro-market planning
  • AI search — how AI Overviews and assistants change discovery for Indian brands

Every piece follows our editorial policy: claims come with a number, an example or a source, and market ranges are labelled as ranges.

Keep learning

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Our guides are written from live campaign experience — frameworks, benchmarks and checklists you can use today.

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