Tools
Every tool in the journey, and what its data makes possible.
Google Search
Where most journeys start: people searching for what your client sells.
Ad platformGoogle Ads
Search, Shopping, Performance Max and YouTube campaigns, bid by Google’s automation.
Traffic source and ad channelYouTube
Video that builds demand, often long before anyone clicks.
Email trafficGmail
Where many of your clients’ newsletters are opened, and where Gmail ads appear.
Owned channelEmail and newsletters
Mailchimp, Klaviyo, Mailjet, HubSpot: the channel the client owns outright.
Ad platformMeta Ads
Facebook and Instagram campaigns, increasingly run by Advantage+ automation.
Social channelOrganic content and paid placements, where many brands meet their audience first.
Social channelPages, groups and ads: still where many audiences spend time.
Ad platformThe B2B channel, where the lead is only the start of a long cycle.
Ad platform and social channelTikTok
Fast-moving creative that reaches audiences other channels miss.
Ad platformMicrosoft Ads (Bing)
Search ads on Bing and partners: often cheaper, often overlooked.
ShopShopify
The source of truth for e-commerce: every order, customer and refund.
AnalyticsGoogle Analytics 4
The analytics tool almost every client has, and the one most clients misread.
Tag managerGoogle Tag Manager
Where most websites keep their tracking tags, in the browser and on a server.
First-party collectorThe collector
A first-party collector on the client’s own domain that sends events straight to the warehouse.
AI assistantClaude
Anthropic’s AI assistant, which can read a client’s warehouse through MCP.
AI assistantChatGPT
OpenAI’s assistant, which can use the same warehouse connection.