Now the algorithm decides, tracking is targeting | S3 E2

In this episode of the Leaf Colectivo, Gil and Wes unpack our recent report, UK State of Tracking 2026 - an audit of conversion tracking across the top 500 UK Shopify stores.

In Episode 6 of the Leaf Colectivo Season 3, Gil reunites with Wes to discuss one of the most overlooked threats to paid media performance: unmonitored conversion tracking.

In Episode 4 of the Leaf Colectivo Season 3, Gil is joined by RetroFuzz’s Jonathan McNamara to unpack the ‘brilliant basics’ that are essential for driving sustainable DTC growth.

In Episode 3 of the Leaf Colectivo Season 3, Wes and Gil explain why free tracking setups like Google Tag Manager and native Meta and Google apps just aren’t good enough for scaling DTC brands.

In Episode 2 of the Leaf Colectivo Season 3, Wes and Gil discuss the foundational principle of modern performance marketing that most brands underestimate: tracking is targeting.

The Leaf Colectivo podcast returns for its third season. In this episode, Gilbert and Wesley unpack “the performance crisis no one is talking about” - the silent breakdown of conversion tracking that’s costing brands thousands.  Blogs What is conversion tracking & why should you care about it? The Core 5 ecommerce events you need to track (and why) About Leaf Learn more about what we do at Leaf on LinkedIn and on our website.

From the fundamentals of unit economics to conversion tracking, paid media budget control and website management, Season 2 of The Leaf Colectivo explored some of the key drivers of lasting profitability in eommerce. In this wrap-up, Gilbert and Wes talk about how understanding the impact of your actions (or lack thereof) is critical - from measurement to execution; everything connects to your bottom line. These “brilliant basics” aren’t glamorous, but they’re the levers that protect and drive profitability, and set the foundation for scalable growth. Learn more about what Leaf do below: Website LinkedIn

In this episode of The Leaf Collectivo, Gilbert sits down with Will Laurenson from Customers Who Click to unpack the myths, metrics, and missed opportunities behind CRO (conversion rate optimisation). They go beyond button colours and A/B tests to explore what really drives sustainable, profitable growth, like customer intent, return rates, and the danger of chasing vanity metrics. Whether you're a founder, marketer, or operator, this is a must-watch for anyone serious about building a brand that lasts. Learn more about what Leaf do below: Website LinkedIn

In this episode of The Leaf Collectivo, Gilbert sits down with Ben Parr, co-founder of Octane AI, to explore how brands are using AI to drive real profitability not just hype. From guided shopping experiences to zero-party data strategies, they unpack how Octane AI helps eCommerce brands convert smarter and build long-term customer relationships. If you're navigating the noisy world of AI and want to know what actually moves the needle for your bottom line, this episode is a must-listen. Learn more about what Leaf do below: Website LinkedIn

In this episode of The Leaf Collectivo, Gilbert sits down with Tim Martin-Harvey to uncover the key factors that drive sustainable business success. They dive into the biggest mistakes that eat into margins, the role of pricing strategies, and how businesses can navigate rising costs without sacrificing growth. Whether you're looking to scale or fine-tune your business model, this conversation is packed with actionable takeaways. Learn more about what Leaf do below: Website LinkedIn