Choice OMG

09/24/2026

A phone call count cannot tell you which calls came from your ads or which callers booked. In our review, three clinics recorded 445 tracked calls in one month, but none of those calls could be tied to an ad click. The count showed phone activity, not campaign results.

We would connect each ad click to its call record, mark whether staff answered, and record whether the caller needed the service. Then we would compare that record with the conversions Google reports.

Our managed accounts had gaps in that process. Fixing the measurement is our responsibility, and it comes before asking automated bidding to find more callers.

09/23/2026

An analytics event named fertility_consultation_booked discloses health information by itself. No diagnosis field, no medical record, just an event name attached to a device ID.

The FTC's cases against BetterHelp and GoodRx turned on exactly this pattern: health-adjacent context flowing to advertising companies. The remedies included $7.8 million and $1.5 million in penalties, advertising bans and deletion orders.

Healthcare practices inherit the risk every time a booking flow, form plugin or tag manager names events after what the patient was doing. Our measurement setups for dental and eye-care clients keep the clinical context out of the pipe: appointment_request carries everything an ad platform needs to credit the campaign, and nothing about why the appointment was booked.

https://choice.marketing/blog/one-click-a-thousand-copies/?utm_source=facebook&utm_medium=social&utm_content=event-names-sensitive

A single ad click starts pixels, bidding auctions and hashed-email matching that survive clearing your cookies. How ad tracking actually works, and what EU, UK, Canada and US regulators have ruled.

09/22/2026

A Texas dental implant practice joined a PE-backed partnership network, and from the marketing analytics seat we watched the operational stack every major DSO installs go in around us: call tracking, weighted conversion attribution built for a consultation-to-case journey that closes on weeks not minutes, qualification tiers, and ROI reporting that fed the platform's Salesforce instance.

None of it required the equity transfer. The operational model is the asset, and an independent practice can install it without selling. We wrote up what gets installed, in the order it gets installed, from inside the integration.

https://choice.marketing/blog/dental-implant-pe-playbook-part-1/?utm_source=facebook&utm_medium=social&utm_content=dental-implant-pe-part1

First-person from inside the marketing stack of a Texas dental implant practice acquisition: the operational playbook PE-style consolidators install and why it's separable from the equity transfer.

09/06/2026

Five form plugins, five different tags. We built one plugin that detects Contact Form 7, Gravity Forms, Ninja Forms, Elementor, and Avada, then emits a single event with UTM and click ID attribution attached. Free. GPL. choice.marketing/tools/choice-uft

09/05/2026

Signifyd has no official WooCommerce plugin, so we built one. Riskloom creates a fraud case server-side when an order is paid, verifies the signed webhook, and puts the risk score on the order screen. Free. GPL. choice.marketing/tools/riskloom-signifyd

09/04/2026

We open sourced two WordPress plugins built from real client work: fraud screening for WooCommerce via Signifyd, and one clean tracking event across five form plugins. Free. GPL. Live now: choice.marketing/tools

09/02/2026

The AI Max evidence splits along a predictable line. More than 250 retail campaigns measured a median +13% conversion value at +16% CPA; a five-location franchise test posted +97% to +720% conversion lifts. Expansion helps where coverage was weak and struggles where humans already optimized hard. The independent record, read together in the field guide: https://choice.marketing/blog/google-ai-max-field-guide/?utm_source=facebook&utm_medium=social&utm_content=aimax-evidence-split

09/01/2026

Google's AI Max auto-upgrade window opens today and runs through September 30. Eligible Search campaigns get the forced changes in place, paused ones included; nothing in the migration language exempts them. A paused campaign takes the forced change silently and wakes up months later carrying settings nobody chose. We audited all 19 accounts we manage, and the queries to audit yours are published. The audit story: https://choice.marketing/blog/ai-max-september-audit/?utm_source=facebook&utm_medium=social&utm_content=aimax-window-open

08/31/2026

Google stopped sending clicks, and most agency dashboards still pretend otherwise. AI Overviews answer in place, AI assistants read your site without visiting, and the click-based funnel undercounts all of it. What agencies should measure now: https://choice.marketing/blog/what-agencies-should-measure-now/?utm_source=facebook&utm_medium=social&utm_content=measure-now-refresh

08/30/2026

A guide only humans can use is half a product. Our AI Max field guide ends with a machine-readable appendix and four runnable GAQL queries, built to be pasted into whatever AI agent helps run your Google Ads account. It separates verified product mechanics from our own operating framework, so your agent can check our work: https://choice.marketing/blog/google-ai-max-field-guide/?utm_source=facebook&utm_medium=social&utm_content=aimax-agent-appendix