Guides for founders who get customers from search and content: attribution, MRR, Search Console and the numbers in between.
6 min readMCP, Claude, Metrics
What an MCP server for SaaS metrics should return: fixed definitions, as-of dates, measured vs modeled labels and attributed share, plus how to connect it to Claude.
7 min readMRR, Churn, Checklist
Why did my MRR drop? Ten checks in order: data gaps, equal periods, movements, failed payments, big accounts, pricing, currency, refunds and contributing segments.
6 min readInstagram, Attribution, UTM
Why Instagram visits land as direct or l.instagram.com, how to tag each post and story with utm_content, and how to count signups and first payments per post.
6 min readContent, ROI, MRR
Content marketing ROI for a SaaS: count your hours and tools, use attributed and retained MRR, find each post's payback period, and follow a worked example.
7 min readSEO, Search Console, Keyword revenue
Queries at positions 8 to 20 are the usual SEO to-do list. Why average position misleads, and how to rank them by page revenue per click instead of impressions.
6 min readAnalytics, Privacy, Next.js
Why ad blockers stop analytics scripts, how first-party serving works with a Next.js rewrite, what it leaves unchanged on consent, and how to measure coverage.
7 min readPrivacy, GDPR, Consent
ePrivacy and GDPR ask different questions, and cookieless isn't automatically exempt. A careful look at consent, the in-memory fallback and a consent API example.
6 min readAnalytics, GA4, Plausible
Setup, cookies and consent, data model, reporting and cost, compared fairly for a small SaaS. Plus what neither tool does: link a visitor to a paying customer.
6 min readApp Store, Campaigns
How to build App Store campaign links with the pt and ct parameters, name one per newsletter, X post, blog post and podcast, and what the results can't tell you.
6 min readApp Store, Attribution
What App Store search, browse, web referrer and app referrer mean, how the impression to download funnel works, and how to read it next to subscription revenue.
7 min readTrials, Conversion, RevenueCat
How to measure trial to paid conversion rate: cohorts by trial start, running trials left out, card vs no-card trials, app store intro offers and small samples.
7 min readLTV, Churn, Metrics
How to calculate LTV for a small SaaS: ARPU over revenue churn, a trailing window, the gross margin version, a worked example, and what the estimate is good for.
8 min readRevenueCat, MRR, Webhooks
Which RevenueCat webhook events change MRR, why cancellation isn't churn until expiration, and a TypeScript handler that checks auth and applies each event once.
4 min readMRR, RevenueCat, Stripe
Selling on the web and in the app? Adding your Stripe and RevenueCat dashboards together usually overstates MRR. How to normalize, deduplicate and convert currencies to get one number you can trust.
7 min readSearch Console, SEO, Data sync
Sixteen months of retention, a two to three day lag, 25,000-row pages and a daily row ceiling. How each Search Console API limit should shape your sync.
4 min readSearch Console, SEO, Keyword revenue
Your query report never adds up to your page totals. Why Google anonymizes queries, how to measure the gap on your own site, and how to report revenue without pretending the gap isn't there.
5 min readAttribution, Stripe, Content
Pageviews and signups don't tell you which posts make money. Here is how to link a first visit to a Stripe subscription, with code you can copy, and what to expect from the numbers.
7 min readStripe, Webhooks, Attribution
Stripe Checkout metadata stays on the session. How to put your user ID on the subscription and customer, client_reference_id vs metadata, and TypeScript webhooks.
7 min readAttribution, Content
What first touch and last touch attribution each credit, why first touch fits content-led SaaS, when last touch wins, and why multi-touch rarely helps at low volume.
6 min readUTM, Attribution, Campaigns
A UTM naming convention for founders: what each parameter is for, lowercase rules, example tags for X, Reddit, newsletters and podcasts, and the mistakes to avoid.
6 min readMRR, Metrics, Churn
New, expansion, reactivation, contraction and churn: the formula, why to compute it per customer day over day, a worked example, and how to read a bad month.
7 min readChurn, Metrics, Retention
Logo churn, revenue churn and net revenue churn, why the start-of-month base matters, why small counts make churn noisy, and how to separate failed payments.
6 min readMRR, ARR, Reporting
ARR is MRR times twelve, a definition and not a forecast. When each matters below €50k MRR, how annual plans split cash from MRR, and what to put in an update.
7 min readMRR, Metrics, Stripe
How to normalize annual, weekly and discounted plans, and what to do with tax, trials, one-time payments, past-due and paused subscriptions. With a worked example.
Connect Stripe or RevenueCat and Search Console, and you see combined MRR and 16 months of search history on day one. Page and keyword revenue follow as the snippet collects first touches.
No card required. The trial clock starts when your first revenue source connects.