Channel
Paid media →
The main operating surface. Google Ads is where the deepest audit, tracking, creative, and conversion work lives.
Capabilities
The discipline map, organized by how the work actually runs.
Capabilities are organized by channel, then platform, then the individual jobs inside each platform. The point is not a giant menu. The point is a readable map of what can be audited, improved, measured, and repeated.
Capability families
Start with the channel, then drill into the work.
Paid is the deepest surface today. Organic matters where it supports visibility, trust, and the questions paid traffic cannot answer alone.
Channel
Organic →
Search and answer-engine work that supports the paid system: clearer pages, better structure, cleaner citations, and fewer thin surfaces.
Tracking
GA4 conversion tracking →
Lead-action measurement for forms, calls, CTA clicks, attribution, and backup conversion paths.
The tier labels are there to keep the map honest.
Live means the capability is active today. Emerging means the method is usable, but deeper automation or cadence is still being built. Roadmap means the need is known, but the capability should not be sold as live yet.
Want to see which capabilities matter for your account?
Start with the audit. The audit routes into the right capability pages instead of asking you to diagnose the problem first.
Get the audit