# Grove Foundry - Full Details > Perth-based digital marketing and tech consultancy helping businesses grow through websites, campaigns, analytics, and data management systems. ## Home URL: https://www.grovefoundry.com.au/ ### Frequently asked questions **What does Grove Foundry do?** I am a digital marketing and tech consultant based in Perth, Australia. I help you build websites, run advertising campaigns across Google and social platforms, set up analytics and tracking, and make sense of the data so you can grow. Unlike an agency, you work directly with one senior consultant from start to finish. **Who does Grove Foundry work with?** I work with small and mid-size businesses, not-for-profits, and government organisations. I am Perth and WA-led, with remote clients welcome. My experience spans paid media campaigns, website builds, and analytics and reporting. Whether you are a local business looking for leads or a nonprofit looking to make the most of a Google Ad Grant, I can help. **Where is Grove Foundry based?** I am based in Perth, Western Australia. Most of my work is delivered remotely, so remote clients are welcome alongside my Perth and WA base. All meetings and check-ins happen over video call unless you are local and prefer to meet in person. **How much does it cost?** Every project is scoped individually based on what you need. I offer project-based, retainer, and advisory engagements - no lock-in contracts. Because you are working directly with one person, not an agency structure, you deal with the person doing the work from the first call. Get in touch and I will give you a clear scope and quote. For a market benchmark on one of my most common services, see my guide to Google Ads management costs. For website projects, see my breakdown of how much a website costs in Australia. **How do I get started?** Pick a 30-minute slot in my calendar, or email me directly if that is easier. I will talk through where you are now, what you are trying to achieve, and whether I am the right fit. No sales pitch, no obligation. If there is a fit, I will follow up with a clear proposal and timeline. You can also read more about how I structure engagements. ## About Grove Foundry URL: https://www.grovefoundry.com.au/about Grove Foundry is run by Stuart Walker, a digital marketing and tech consultant based in Perth, Western Australia. Stuart has 6+ years of experience across government, private sector, and not-for-profit organisations. The consultancy model means clients work directly with the person doing the work - no sales team, no account managers, no juniors. This keeps communication direct. Grove Foundry works with businesses of all sizes, Perth and WA-based with remote clients welcome, with particular expertise in Google Ads, web development, and analytics and tracking implementation. ### Values - **Honesty over comfort** - If something is not working, I will tell you. Good advice is not always what you want to hear, but it is always what you need. - **Outcomes over activity** - Success is measured by results delivered, not how busy I am. Every action connects back to a business outcome. - **Clarity over complexity** - Strategies should be clear enough to explain in plain language. If the plan does not make sense, the plan needs work. - **Ownership over excuses** - When campaigns underperform, I look at what I can control and fix it. No blaming the algorithm or the market. ## Services URL: https://www.grovefoundry.com.au/services Services are structured around three pillars: ### Build (Strategy & Foundations) - Digital strategy and planning - Audience research and competitive analysis - Campaign architecture (account structures, naming conventions, audience segmentation) - Website design and development (new builds hand-coded or on Shopify; fixes and measurement on WordPress, Webflow and Squarespace) - Landing page creation - Conversion rate optimisation - Technical SEO foundations - Site speed and performance optimisation - Tracking and measurement setup (GA4, GTM, conversion tracking, event configuration) ### Run (Execution & Management) - Google Ads management (Search, Display, Shopping, YouTube, Performance Max) - Google Ad Grants setup and management for nonprofits - SEO (on-page, technical, content, link building) - Paid social media (Meta, LinkedIn, TikTok, Reddit, Snapchat) - Campaign management and optimisation ### Measure (Analytics & Reporting) - Google Analytics 4 setup and configuration - Google Tag Manager implementation, web and server-side containers - Conversion tracking - Server-side tagging through a first-party endpoint on the client's own domain - Meta Conversions API - dataset setup, server events, hashed customer matching, deduplicated against the browser pixel - Measurement plans and data layer design - members, tiers, products and transactions mapped before any tag is written - Membership, subscription and ecommerce event tracking (WooCommerce, Shopify) - Consent Mode v2, cookie banners and data retention configuration - Untangling existing setups - duplicate tags, double-firing events, undocumented containers - Live dashboards - a single place to see marketing performance in real time - Performance insights and attribution analysis - Monthly reporting with clear analysis and next steps, written for business owners - Data analysis and insights ### Frequently asked questions **What does a digital marketing consultant actually do?** At Grove Foundry, it means one person handles the whole job end to end: planning the strategy, building the campaigns, managing the day-to-day optimisation, and reporting on what is working. You are not handed off between a sales team, a strategist, and a junior account manager. The person you speak to is the person doing the work. **How do I know if my website is performing well?** The honest answer is that most business owners do not know, because their analytics are either not set up properly or they are looking at the wrong numbers. I start by making sure tracking is configured correctly, then focus on the metrics that actually tie back to revenue: conversion rate, cost per lead, and which channels are driving real enquiries. Not pageviews or bounce rate in isolation. **Can you help with my Shopify or WordPress website?** Yes. I build new sites hand-coded or on Shopify; I also fix and measure sites on WordPress, Webflow and Squarespace. Most of my web projects are either ground-up builds focused on speed and conversion, or fixing performance and SEO issues on existing sites. If your site is slow, not converting, or you are just not sure whether it is pulling its weight, I can take a look and tell you what is worth fixing. **What's the difference between hiring an agency and a consultant?** At an agency, your account typically moves through layers: a salesperson, an account manager, then a junior who does the actual work. You pay for that structure whether you need it or not. With a consultant, you get the senior person directly. Faster decisions, fewer miscommunications, and no team of people between you and the work. The trade-off is capacity - a consultant takes on fewer clients, which is why the attention and quality tends to be higher. ## SEO Services Perth URL: https://www.grovefoundry.com.au/services/seo-perth/ SEO services including technical audits, on-page optimisation, content strategy, local SEO, and answer engine optimisation for Perth businesses. ### Frequently asked questions **How long does SEO take to show results?** Honestly, anyone who gives you a firm timeline without seeing your site first is guessing. That said, for most sites I work with, you will start seeing movement in rankings and organic traffic within three to four months. Meaningful results - the kind that actually shift your lead volume - typically take six to twelve months. The first thing I do is a technical audit and competitive analysis so I can give you a realistic picture before any work starts. **What is AEO and do I need it?** AEO stands for Answer Engine Optimisation. It is about making sure your business shows up when people use AI-powered search tools like Google AI Overviews, ChatGPT, or Perplexity to find answers. These tools pull information from websites and present it directly, often without the user clicking through. If your content is not structured in a way these systems can understand, you are invisible to a growing share of search traffic. AEO builds on your existing SEO - better structured data, clearer content, and authoritative sourcing - so you appear in both traditional and AI-driven results. Read my full guide to AEO to understand how it works and whether it suits your business. **How much does SEO cost in Perth?** Every project is scoped individually. I offer ongoing retainers for SEO management and one-off audits if you just want to know where you stand. Because you are working directly with one senior consultant - not through an agency with layers of account managers - you deal with the person doing the work from the first call. Get in touch and I will give you a clear scope and quote based on your situation. **Do you do SEO for Shopify and WordPress?** Yes. I build new sites hand-coded or on Shopify; I also fix and measure sites on WordPress, Webflow and Squarespace. Most of my SEO projects are either ground-up technical audits and optimisation, or ongoing content and performance management. If your site is slow, not ranking, or you are not sure whether it is pulling its weight, I can take a look. **What is the difference between SEO and Google Ads?** Google Ads puts you in front of people who are actively searching right now - it is the fastest lever you can pull. SEO builds your organic presence over time so you are not paying for every click forever. Most clients start with one and layer in the other once the first channel is performing. I offer both and will recommend what makes sense for where you are today. **Do you offer ecommerce SEO in Perth?** Yes. I work with Shopify, WooCommerce, and custom ecommerce platforms. Ecommerce SEO covers product page optimisation, collection and category structure, internal linking for large catalogues, and structured data for rich product results in search. If your online store is not ranking for the products you sell, I can audit your site and build a plan to fix it. ## Google Ads Management Perth URL: https://www.grovefoundry.com.au/services/google-ads-perth/ Google Ads management covering Search, Shopping, Display, YouTube, and Performance Max campaigns, plus Google Ad Grants for nonprofits. ### Frequently asked questions **How much does Google Ads management cost in Perth?** I price based on scope - the number of campaigns, platforms, and level of involvement. No lock-in contracts, no agency markup. Because you are working directly with the person managing your account, the quote covers the work you and I agree on. I am happy to walk through what a realistic scope and budget looks like for your situation. For a detailed market breakdown, see my guide to Google Ads management costs in Australia. **Do I need both Google Ads and SEO, or just one?** It depends on how quickly you need results. Google Ads puts you in front of people who are actively searching right now - it is the fastest lever you can pull. SEO builds your organic presence over time so you are not paying for every click forever. Most clients start with one and layer in the other once the first channel is performing. I will recommend what makes sense for where you are today. **How much should I spend on Google Ads?** It depends on your industry, your goals, and how competitive your market is. I help you set a realistic budget based on what your competitors are spending, what keywords cost in your space, and what return you need to make it worthwhile. There is no minimum spend, but I will be honest about what is realistic for your situation. **Can you take over my existing Google Ads account?** Yes. I start with a full audit of your current account - campaign structure, keyword targeting, ad copy, bidding strategy, and conversion tracking. You will get a clear picture of what is working, what is not, and what I would change. There is no obligation to proceed after the audit. **What is a good return on ad spend for my industry?** It varies significantly by industry and business model. E-commerce businesses might target a 4:1 to 8:1 ROAS, while lead generation businesses focus more on cost per lead and close rates. I benchmark against your industry and set realistic targets based on your margins and goals, not generic averages. **Do you manage Google Ad Grants?** Yes. Google Ad Grants gives eligible Australian not-for-profits up to $10,000 USD per month in free Google Search advertising. I handle the application, setup, ongoing management, and compliance so you do not lose the grant. Read more in my full guide to Google Ad Grants. ## Social Media Marketing Perth URL: https://www.grovefoundry.com.au/services/paid-social-perth/ Social media marketing and paid social advertising across Meta, LinkedIn, TikTok, Reddit and Snapchat for Perth businesses. Campaign setup, audience targeting, creative strategy and ongoing optimisation. ### Frequently asked questions **How much does social media marketing cost?** Every project is scoped individually based on the number of platforms, campaign complexity and your ad budget. Because you are working directly with one senior consultant - not through an agency with layers of account managers - you deal with the person doing the work from the first call. Get in touch and I will give you a clear scope and quote based on your situation. **Which platform should I start with?** It depends on your audience. Meta is the strongest starting point for most B2C businesses - broad reach, mature targeting and strong conversion tools. LinkedIn is the go-to for B2B, recruitment and professional services. TikTok works well for younger demographics and brand awareness. I will recommend what makes sense for your business after understanding who you are trying to reach. **Should I run social media ads or Google Ads?** They complement each other. Social media advertising builds demand and puts your brand in front of people who are not actively searching yet. Google Ads captures demand from people who are already looking. Most clients start with one and layer in the other once the first channel is performing. I offer both and will recommend what makes sense for where you are today. Learn more about my Google Ads management. **What is a realistic budget for social media advertising?** Platform minimums vary, but I recommend starting where you can gather enough data to optimise meaningfully - typically $1,500 to $3,000 per month in ad spend for a single platform. Management fees are separate and quoted upfront. I would rather you start smaller and scale based on results than burn through budget without enough data to learn from. **How do you measure success?** Platform metrics plus GA4 conversion tracking. I tie everything back to business outcomes - leads, sales, enquiries - not vanity metrics like impressions or reach. You will get a clear monthly report showing what your ad spend actually generated. Learn more about my analytics and tracking services. ## Web Design Perth URL: https://www.grovefoundry.com.au/services/web-design-perth/ Website design and development for Perth businesses. Marketing websites, landing pages, Shopify stores and redesigns. Mobile-first, SEO-ready and conversion-focused. ### Frequently asked questions **How much does a website cost?** Every project is scoped individually. Custom builds start from $8,000, scoped and quoted before work starts, and a full Shopify store build or complex redesign costs more. You know the cost upfront - no hourly surprises. For a full breakdown, see my guide to how much a website costs in Australia. **How long does a website take to build?** Most marketing websites take four to eight weeks from brief to launch. Landing pages can be faster - often two to three weeks. Shopify stores and redesigns depend on scope but I will give you a realistic timeline before work begins. **Do you build on WordPress?** Not for new builds. I build new sites hand-coded or on Shopify; I also fix and measure sites on WordPress, Webflow and Squarespace. An existing WordPress site is not a problem, but for a new site a hand-coded or Shopify build is faster, leaner and has fewer things to patch. **Is SEO included?** Yes. Every site includes semantic HTML, structured data, meta tags, sitemap and performance optimisation as standard. This is the technical foundation that gives your site the best chance of ranking. Ongoing SEO - on-page optimisation, content written for search, and technical improvements - is a separate service. Learn more about my SEO services. **Can you redesign my existing site?** Yes. I audit what you have, preserve what works - including rankings and redirects - and rebuild what does not. A redesign does not have to mean starting from zero. I map out what to keep and what to change before touching any code. **Do you offer ongoing support after launch?** Yes. Maintenance plans cover security updates, content changes, performance monitoring and technical support. Your site does not get handed off and forgotten - I stay involved for as long as you need. ## Analytics and Tracking Perth URL: https://www.grovefoundry.com.au/services/analytics-perth/ Analytics and tracking services for Perth businesses, delivered by solo consultant Stuart Walker. GA4 implementation, Google Tag Manager, conversion tracking, dashboards and monthly reporting. Beyond a standard install: server-side tagging on a first-party endpoint, the Meta Conversions API with hashed matching and pixel deduplication, written measurement plans and data layer design, and event models for tiered memberships, recurring subscriptions and online stores where a sign-up, an upgrade and a one-off purchase are tracked as the different things they are. Existing setups are a normal starting point. Duplicate tags, several plugins reporting the same sale, events firing twice and containers nobody has documented since the last agency all get audited first, so what is actually running is known before anything is changed. ### Frequently asked questions **What is GA4 and do I need it?** GA4 is the current version of Google Analytics. If you are still on an old setup or have no analytics at all, you need it. GA4 tracks how people interact with your website - where they come from, what they do and whether they convert. I handle the full setup or migration so you do not have to figure it out yourself. **What should I be tracking?** At minimum: pageviews, form submissions, phone clicks, purchases or leads. Beyond that, it depends on your business. I map tracking to your actual business goals - the actions that generate revenue - not vanity metrics like bounce rate or time on page. **Do you build dashboards?** Yes. I build live dashboards that pull data from GA4, Google Ads and other sources into a single view. No logging into five different platforms. Just the numbers that matter, updated in real time and written in plain language. **How much does analytics setup cost?** It depends on complexity. A basic GA4 and Google Tag Manager setup is straightforward. Cross-domain tracking, custom dashboards and advanced event configuration add scope. I quote before work starts so you know the cost upfront. **What about privacy and consent?** I implement tracking in compliance with Australian privacy law. Consent Mode v2, cookie banners and data retention policies configured as needed, so consent choices are passed to Google and Meta rather than ignored. **Can you fix tracking that is already a mess?** Yes, and it is a fair chunk of the work. The usual picture is a container nobody has documented, two or three plugins reporting the same sale, and events firing twice. I start by finding what is actually running rather than what the last handover said, then work out which numbers are wrong and why. You get a written account of what was there before anything changes. **Do you do server-side tracking?** Yes. Tags run through a first-party endpoint on your own domain instead of the browser calling Google and Meta directly. Less measurement lost to ad blockers and browser restrictions, and you decide what data leaves your site. This site runs that way, so you can inspect it yourself. **Can you track memberships and subscriptions, not just sales?** Yes. Tiered memberships, recurring plans and one-off purchases are different events with different value, and they need a data model that says so before any tag is written. I map members, tiers, products and transactions first, then build the measurement on top of it. ## Work and Case Studies URL: https://www.grovefoundry.com.au/work/ Selected projects from Grove Foundry, each delivered end to end by one senior consultant. ### Walker Scientific URL: https://www.grovefoundry.com.au/work/walker-scientific/ Walker Scientific is a Perth scientific-instruments supplier serving Australia, New Zealand and Africa since 1998. Their old website was a single-page WordPress install that Google could barely read. Grove Foundry rebuilt it from scratch as a 38-page static HTML catalogue with structured data on every URL. Results in the first nine weeks: Lighthouse mobile performance rose from 31 to 96, the site reached an average Google position of 6.9 on more than 34,000 impressions (the majority from outside Australia), drew around 40 visits referred from AI assistants (ChatGPT, Perplexity, Gemini, NotebookLM), and produced 31 direct enquiries through the contact form, WhatsApp and phone. Disciplines: build and architecture, technical SEO, GTM and analytics, editorial and copy. ## How I Work URL: https://www.grovefoundry.com.au/how-i-work Grove Foundry follows a structured engagement process: 1. **Conversation** - A 30-minute conversation to understand your situation and whether I am the right fit 2. **Audit** - Reviewing your current digital marketing setup, analytics, and competitive position 3. **Strategy and proposal** - A clear plan with channels, budget, timeline, KPIs, and deliverables. No surprises, no hidden costs 4. **Execution** - Building and delivering campaigns, websites, analytics, or a combination. Everything is documented and handed over clearly 5. **Optimisation and reporting** - Ongoing management, testing, refinement, and monthly reporting with regular check-ins ### Engagement Models - **Retainer** - Ongoing monthly engagement with a defined scope of work. Best for consistent campaign management across multiple channels. Monthly, rolling. - **Project-based** - Defined scope with a clear start and end. Best for audits, strategy development, analytics setup, or launching a specific campaign. Fixed scope, fixed price. - **Advisory** - Strategic guidance for organisations with in-house teams. I review performance, advise on direction, and help your team make better decisions without managing day-to-day execution. Flexible hours. - **Audit only** - A comprehensive review of your digital marketing setup. I assess ad accounts, analytics, tracking, and competitive position, then deliver a prioritised action plan. One-off deliverable. No lock-in contracts across any engagement model. ## Blog Content ### How Much Does Google Ads Management Cost in Australia? URL: https://www.grovefoundry.com.au/blog/google-ads-management-cost-australia/ An honest breakdown of Google Ads management pricing in Australia. Covers common pricing models (percentage of spend, flat fee, hybrid), what agencies and freelancers typically charge, what drives the cost, and red flags to watch for. Published February 2026. ### How I Built a 100/100 Lighthouse Website Without a Framework URL: https://www.grovefoundry.com.au/blog/lighthouse-100-without-framework/ A technical case study on how the Grove Foundry website scores 100/100/100/100 on Google Lighthouse with a sub-35KB page weight. Covers inline critical CSS, async stylesheet loading, self-hosted fonts, semantic HTML, and avoiding framework overhead. Published February 2026. ### How Much Does a Website Cost in Australia in 2026? URL: https://www.grovefoundry.com.au/blog/how-much-does-a-website-cost-in-australia/ An honest breakdown of website costs in Australia across five levels: DIY ($300-$2,000/year), WordPress ($500-$3,000/year), freelancer ($2,000-$15,000), agency ($10,000-$100,000+), and custom-built ($8,000-$50,000+). Covers running costs, what makes prices jump, how to evaluate quotes, and how to decide what to spend. Published February 2026. ### What is AEO? Answer Engine Optimisation Explained for Australian Businesses URL: https://www.grovefoundry.com.au/blog/what-is-aeo/ The full guide to what AEO is, and the page that owns that question. Explains Answer Engine Optimisation for Australian businesses: how AI search works, why it matters in Australia (39% of Australian searches showed AI Overviews in mid-2025), and actionable strategies including content structuring, schema markup, E-E-A-T signals, and technical foundations. Published March 2026. ### AEO, GEO and SEO: the Australian guide for 2026 URL: https://www.grovefoundry.com.au/blog/aeo-geo-seo-australia/ The three-way comparison of AEO, GEO, and SEO for Australian businesses, and what the shift to AI search actually means in 2026. Covers what each term really describes, including the GEO term, coined in a 2023 research paper presented at KDD 2024, what the Australian data shows, and a concrete checklist of what to do about it. Published May 2026. ### Google AI Max: what it is and what to do before it changes your campaigns URL: https://www.grovefoundry.com.au/blog/google-ai-max-campaigns-explained/ A plain explanation of Google AI Max for Search campaigns. Covers what it is (a feature set inside existing Search campaigns, not a new campaign type), what it replaces (Dynamic Search Ads, with forced migration delayed from September 2026 to February 2027), how Search Themes work, the difference between AI Max and Performance Max, and three practical things to do before the migration. Published July 2026. ### Has Google's AI eaten your traffic? A 15-minute check URL: https://www.grovefoundry.com.au/blog/has-google-ai-eaten-your-traffic/ A free, do-it-yourself diagnostic for businesses worried that AI Overviews are taking their Google traffic. Walks through a 15-minute Google Search Console check (read the impressions-versus-clicks trend, check average position, run an incognito search to confirm an AI Overview), then explains how to tell a genuine AI effect apart from the more common problem it is mistaken for - a page sitting on page two of Google, where low click-through is a ranking issue, not an AI one. Covers the three usual causes of high-impression low-click pages and what fixes each. Australian context: AI Overviews appear in around 39% of searches. Published June 2026. ## Technical Details - Static HTML/CSS/JS website - no frameworks, no build tools - Hosted on Cloudflare - Scores 100/100/100/100 on Google Lighthouse (Performance, Accessibility, Best Practices, SEO) - Self-hosted fonts (DM Sans, Fraunces, Space Mono) in woff2 format - Images in webp format - Google Tag Manager loaded via first-party proxy (Stape server-side) ## Contact URL: https://www.grovefoundry.com.au/contact - Email: stuart@grovefoundry.com.au - LinkedIn: https://www.linkedin.com/in/stuartwalkerperth/ - Website: https://www.grovefoundry.com.au - Location: Perth, Western Australia - ABN: 60 179 809 683 ## Glossary Plain-English definitions of digital marketing terms: https://www.grovefoundry.com.au/glossary/ - [Answer Engine Optimisation (AEO)](https://www.grovefoundry.com.au/glossary/answer-engine-optimisation/): Answer Engine Optimisation is the work of getting your business quoted in the answers that AI tools like Google's AI Overviews, ChatGPT and Perplexity hand back, rather than only ranking in the old list of blue links. - [Generative Engine Optimisation (GEO)](https://www.grovefoundry.com.au/glossary/generative-engine-optimisation/): Generative Engine Optimisation is the work of getting your content surfaced and cited inside AI-generated results, the sibling term to AEO used more often with generative chat tools in mind. - [AI Overviews](https://www.grovefoundry.com.au/glossary/ai-overviews/): AI Overviews are the AI-written summaries Google now places at the top of many results, answering the query directly and pushing the traditional links further down the page. - [E-E-A-T (Experience, Expertise, Authoritativeness, Trust)](https://www.grovefoundry.com.au/glossary/e-e-a-t/): E-E-A-T is Google's shorthand for Experience, Expertise, Authoritativeness and Trust: the signals it uses to judge whether your content deserves to be shown, especially on topics where being wrong carries a cost. - [Structured Data (Schema Markup)](https://www.grovefoundry.com.au/glossary/structured-data/): Structured data is code you add to a page, usually Schema.org markup, that spells out what the content means so search engines and AI systems can read it without guessing. - [Technical SEO](https://www.grovefoundry.com.au/glossary/technical-seo/): Technical SEO is the foundational work that makes a site easy for search engines to crawl, index and trust: site structure, speed, indexation, internal linking and clean markup. - [Core Web Vitals](https://www.grovefoundry.com.au/glossary/core-web-vitals/): Core Web Vitals are Google's three headline measures of real-world page experience: how fast the main content loads, how quickly the page responds to input, and how much it shifts around while loading. - [Largest Contentful Paint (LCP)](https://www.grovefoundry.com.au/glossary/largest-contentful-paint/): Largest Contentful Paint, or LCP, measures how long it takes for the biggest visible element on a page to load: Google's main proxy for how fast a page feels to a real visitor. - [Lighthouse](https://www.grovefoundry.com.au/glossary/lighthouse/): Lighthouse is Google's free auditing tool that scores a page out of 100 on performance, accessibility, best practices and SEO, and tells you exactly what to fix. - [Quality Score](https://www.grovefoundry.com.au/glossary/quality-score/): Quality Score is Google's one-to-ten rating of how relevant and useful your ad and landing page are: a higher score lowers what you pay per click and lifts where your ad shows. - [Cost Per Click (CPC)](https://www.grovefoundry.com.au/glossary/cost-per-click/): Cost per click, or CPC, is what you pay each time someone clicks your ad. It is set by a live auction, not a fixed price, and a better Quality Score can push it down. - [Click-Through Rate (CTR)](https://www.grovefoundry.com.au/glossary/click-through-rate/): Click-through rate, or CTR, is the share of people who saw your ad or search listing and clicked it, worked out as clicks divided by impressions. A 2% CTR means two clicks for every hundred impressions. - [Cost Per Acquisition (CPA)](https://www.grovefoundry.com.au/glossary/cost-per-acquisition/): Cost per acquisition, or CPA, is what it costs you in ad spend to win one conversion, a lead or a sale, rather than just a click. It is the number that tells you whether the ads pay. - [Return on Ad Spend (ROAS)](https://www.grovefoundry.com.au/glossary/return-on-ad-spend/): Return on ad spend, or ROAS, is the revenue you earn for every dollar of ad spend: the headline efficiency measure for campaigns where you can track the value of a sale. - [Performance Max](https://www.grovefoundry.com.au/glossary/performance-max/): Performance Max is Google's AI-driven campaign type that runs across Search, Shopping, YouTube, Display, Discover, Gmail and Maps from a single campaign, with the algorithm deciding most of the targeting. - [Lookalike Audience](https://www.grovefoundry.com.au/glossary/lookalike-audience/): A lookalike audience is a group the ad platform builds by finding people who resemble your existing customers or leads, used to reach new prospects who behave like the people already buying from you. - [Retargeting (Remarketing)](https://www.grovefoundry.com.au/glossary/retargeting/): Retargeting, also called remarketing, is showing ads to people who have already visited your site or engaged with you, so you stay in front of a warm audience instead of only chasing cold ones. - [Google Analytics 4 (GA4)](https://www.grovefoundry.com.au/glossary/google-analytics-4/): Google Analytics 4, or GA4, is Google's current analytics platform: an event-based model that tracks how people find and use your site, and which channels drive enquiries and sales. - [Google Tag Manager (GTM)](https://www.grovefoundry.com.au/glossary/google-tag-manager/): Google Tag Manager, or GTM, is a free tool that lets you add and manage tracking tags on your site from one dashboard, without editing the site's code every time something changes. - [Server-side tagging](https://www.grovefoundry.com.au/glossary/server-side-tagging/): Server-side tagging runs your tracking tags on a server you control instead of in the visitor's browser. The browser sends data to an endpoint on your own domain, and the server forwards it on to GA4 and your ad platforms. - [Google Search Console](https://www.grovefoundry.com.au/glossary/google-search-console/): Google Search Console is Google's free tool for seeing how your site appears in Google Search: which queries show it, how often people click, and whether Google can find and index your pages. - [Conversion Tracking](https://www.grovefoundry.com.au/glossary/conversion-tracking/): Conversion tracking is the setup that records when a visitor does something that matters, a form submission, a call, a purchase, and ties it back to the channel that brought them. - [Attribution Modelling](https://www.grovefoundry.com.au/glossary/attribution-modelling/): Attribution modelling is how you decide which touchpoints get credit for a conversion when a customer took several steps before buying, rather than handing all the credit to the last click.