Most brands today have more marketing data than ever before, but many still struggle to make confident decisions about what’s actually working.

In episode #16 of The Retention Edge, Nick Trueman, Director of PPC & SEO Consultancy at Spec Digital and host of Winning with Shopify, breaks down why GA4 confusion, broken attribution, and unclear customer journeys are leading growth teams in the wrong direction.

From search ads and cookie tracking to the rise of GEO (Generative Engine Optimization), Nick shares practical insights from working with hundreds of eCommerce brands. He explains how better tracking, clear funnels, and useful content can help teams stay visible across every platform, especially the ones they own.

We cover:

- Why most GA4 setups give teams false confidence

- The real reason so many brands are flying blind with ad spend

- How GEO and AI search are changing organic traffic

- Whether it’s smart to block ChatGPT and LLMs from your site

- Why retention depends on collecting better feedback, not just dashboards

If you lead SEO, PPC, or retention, and you're questioning whether your data can be trusted, this episode will help you tighten what matters most: visibility, measurement, and the full journey across your own digital touchpoints.

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Connect with Eric: https://www.linkedin.com/in/eric-gopeesingh/

Connect with Nick: https://www.linkedin.com/in/ntrueman/