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The anonymous 95% (and other things keeping founders awake)
Do these this week. make more money by Monday.
Parker Burr & Graham Welter
July 16, 2025
What's up Bylders!
Wild week. Just got off a call with a founder doing $18M ARR who didn't know 95% of his website traffic was completely anonymous to him.
Zero data. Zero follow-up. Zero clue who these people are or why they bounced.
Meanwhile, he's spending $47K/month on ads to get MORE anonymous traffic.
Make it make sense.
But that's just Tuesday in founder land.
Here's what else caught my attention this week:
You're burning cash on ads, but you have no idea who's actually visiting your site. Here's how the smart brands are finally putting names and emails to those ghost visitors (and turning them into customers).
Spoiler: It's not about conversion rates. Most founders can tell you their Facebook spend down to the penny but have zero clue what they're paying in duties. One brand we talked to was overpaying by 8.2% on every shipment for THREE YEARS.
If you're using ChatGPT to write your ad copy and calling it a day, you're about to get body-slammed by the algorithm. Meta's new detection systems are getting scary good at spotting lazy AI content.
The supplement game is getting weird (in a good way). Clear whey protein is exploding, people are microdosing fish oil like it's nootropics, and pre-workout formulas are starting to look like chemistry experiments. Here's what's actually working.
New app. New strategy. New "growth hack" every week. Sound familiar? We worked with a brand that had 47 different optimization projects running simultaneously. Here's how we helped them pick the ONE thing that actually moved the needle.
Bottom line:
Stop optimizing everything and start optimizing the right things.
The brands winning right now aren't the ones with the most tactics – they're the ones with the clearest focus.
What's your ONE thing this week?
Build something great,
Parker & Graham
P.S. If you're dealing with any of these problems (anonymous traffic, duty overpayments, shiny object syndrome), just hit reply. We read everything and sometimes the best solutions come from these random conversations.
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