In-depth data studies on specific topics in digital marketing and websites.
In B2B, last click overstates closing channels by 20 to 40% versus multi-touch, and a deal involves an average of 6 to 8 interactions before signing.
Comparing the web audience of two clubs like Lens and OM relies on 4 measurable metrics (traffic, sources, engagement, conversion), all of which apply to a small business website.
In GA4, average bounce rate ranges from 26% to 70% depending on the industry, and useful session duration is judged mainly against the engagement rate.
Cookie consent rates range from 45% (e-commerce) to 75% (media) depending on the industry, leaving a data blind spot in GA4 that needs fixing.
French retail remains polarized: large chains run on data while most small businesses are still at the manual reporting stage.
Customer acquisition cost ranges from €30-80 in e-commerce to €200-600 in B2B SaaS; SEO stays the channel with the lowest CAC once it pays off.
