GA4 Is Lying to You. Here’s the One-Hour Fix.
Many Nigerian GA4 setups credit the payment gateway for sales, lose WhatsApp enquiries under Direct and run on California time. How to set it up properly, in the right order.
February 13, 2026
Knowing what’s working
Learn which metrics predict revenue, how to tell platform-reported results from real ones, and which naira produced which customer.
The Shortlist Was Written Before They Called You
B2B deals are decided by committees, over months, and — the finding that should reorganise every budget — most buyers now arrive at the first vendor conversation with a shortlist already formed, built in channels your analytics barely track. The real competition happens before the form fill. Here’s what actually generates B2B pipeline in 2026, with the cost data — and the Nigerian layer global playbooks miss.
10 min read
Your Happiest Customers Are Waiting to Be Asked
Somewhere in your customer list is your best marketing channel, switched off: 83% of satisfied customers say they’d refer you, and only 29% ever do. The gap isn’t ingratitude — it’s the absence of a bridge. And in Nigeria, where commerce already runs on recommendation, building that bridge isn’t importing a tactic. It’s putting infrastructure under what your market already does.
9 min read
Why Nine in Ten Nigerian Carts Never Reach the Till
While the world abandons about 70% of shopping carts, Nigeria abandons roughly 90% — and that 20-point gap is not a technology problem. It’s earned mistrust plus imposed friction, which means it’s recoverable by the store that removes both. Here’s the specifically Nigerian playbook: the buyer’s four fears, the checkout that stops killing preventable sales, and the recovery layer most stores never build.
10 min read
The Audience Instagram Can’t Take From You
Imagine Instagram suspends your account tomorrow — wrongly, permanently. For most Nigerian businesses, what’s left is nothing. The email list is the one audience you own: it survives every suspension and every algorithm change, and it’s attached to the highest-ROI channel in marketing. Here’s how to build one from zero — without buying trouble.
9 min read
Your Marketing Reports Are Probably Fiction
Meta, Google and GA4 each tell a different story about the same sales. Why they disagree, and how Nigerian businesses fix attribution with server-side and first-party measurement.
January 24, 2026
Running the business
Why Nine in Ten Nigerian Carts Never Reach the Till
Nigerian e-commerce carts are abandoned at roughly 90%. The four fears shoppers bring to your checkout, the fixes that matter most, how to recover postponed sales, and where growth is
September 30, 2026
Keeping customers
The Newsletter That Died After Issue Three
Newsletters usually die when the sender runs out of things to say. How to run an email newsletter people look forward to, from what to send and how often to
September 24, 2026
Keeping customers
The Audience Instagram Can’t Take From You
Instagram can change its rules or close your account, but your email list stays yours. How to build an email list from zero in Nigeria, legally, with lead magnets and
September 22, 2026
Getting found
Skip the Celebrity. Book Ten Small Creators Instead.
Nano and micro creators deliver better engagement and conversion at a fraction of a celebrity’s fee. How Nigerian businesses match, vet, brief, track and keep small creators who actually sell.
September 18, 2026
Running the business
Before You Slash the Price, Fix the Offer
A weak offer doesn’t get stronger when you cut the price. How to win customers at full price, with the four questions every buyer asks, seven ways to strengthen an
September 14, 2026
Getting found
The Customer You Lost Without Knowing It
Good businesses end up with bad review profiles all the time. How to get Google reviews consistently, the five-part system that fixes it, and what to do about the unfair
September 12, 2026
Getting found
The Machines Read the Newspapers Now
Earned media now makes up most of what AI engines cite. Why press coverage has become visibility infrastructure, why the bar is low in Nigeria, and a monthly earned-media system
September 10, 2026
Turning visitors into customers
“Contact Us for Pricing” Is Costing You Customers
Hiding your prices makes buyers do extra work, and some won’t. How to design a pricing page that helps people buy, with three packages named for who they suit and
September 7, 2026
Keeping customers
Nobody Remembers Your VIP Club
Points and badges don’t bring customers back on their own. How to design a loyalty programme that does, from whether you need one to rewards you can afford, launch, honest
September 4, 2026
Reading around is useful, knowing your own numbers is faster
The 2-minute diagnostic shows which of your four walls is costing you most.
No obligation. No card required. Takes about 2 minutes.