Data
What % of Paid Ad Clicks Are Returning Visitors?
Most B2B ad budgets pay new-audience CPMs to re-reach existing visitors. How to measure the leak using visitor identification, not platform cookies.
Data
How to Measure Pricing-Page-to-Pipeline Conversion
Same-session form fill is the wrong metric for your pricing page. Here is the 90-day pipeline framework and how to instrument it on your own data.
Data
How Accurate Is UTM Attribution? An Honest Audit
UTM-based attribution drops paid clicks to broken parameters and over-counts "direct." Here is the framework to fix it without ditching GA4.
Data
Do First-Time or Returning Visitors Close at a Higher Rate?
First-visit form fills are most of volume. Returning visitors are most of revenue. The framework to measure the gap on your own pipeline.
Data
How Long Do B2B Buyers Research Before Buying?
Standard analytics measure the visible part of the buyer journey. The dark-funnel research phase is longer than most teams admit. Here is how to measure it.
Strategy
How Many Visits Before a B2B Buyer Converts?
B2B buyers research before they identify themselves. Here is how to read the return-visit curve, what most attribution misses, and how to act on it.
Guides
What Does the Insurtech Buyer Journey Look Like?
What the insurtech buyer journey actually looks like, from actuarial research through underwriting RFP, and the intent signals at each stage.
Data
Anonymous-to-Named Match Rate by Industry: 2026 Guide
Match rate varies by industry, geography, and traffic mix. Here is why, what 30-40%+ on US B2B traffic actually means, and how to read your own number.
Data
B2B Visitor Identification Match Rates in 2026
What match rate should you expect from visitor identification in 2026? The verified Leadpipe baseline, what drives variance, and how to measure your own.
Data
Which Intent Topics Actually Predict Revenue?
Most intent topics are noise. A handful predict revenue. Here is the framework for telling them apart, the topic-type hierarchy, and why recency beats breadth.
Guides
How Do Legal-Tech Vendors Turn Firm Visits Into Demos?
A playbook for legal-tech vendors: identify the partners, GCs, and operations leads researching your contract, e-discovery, or matter-management product.