Simplify. Measure. Optimise. Here’s What Actually Stays in My Stack.
When it comes to marketing tools, the internet has no shortage of options.
There are thousands of platforms promising automation, insight, ROI, and growth — all wrapped up in a subscription. But if you’re like most business owners or consultants, the last thing you need is more tools.
You need the right ones.
The ones that help you:
- Launch faster
- Track properly
- Optimise smartly
- And grow without chaos
In this post, I’m going to walk you through the exact tools I use in every campaign I run — whether it’s PPC, SEO, strategy, or funnel audits. No fluff, no affiliate links, just the practical stack I trust.
1. Google Tag Manager
Use it for: Tracking, conversions, event monitoring
If you’re running any kind of campaign, Google Tag Manager (GTM) is non-negotiable. It’s the container where I house all key tracking:
- Button clicks
- Form submissions
- Scroll depth
- Google Ads conversion tracking
- Facebook Pixel events
Why it matters: GTM gives you flexibility without developer help. You can add, edit, and test tracking tags from one place — and keep your site clean in the process.
✅ Bonus tip: Set up GA4 and Google Ads tracking through GTM from day one.
2. Google Analytics 4 (GA4)
Use it for: Understanding traffic and user behaviour
Yes, GA4 has a learning curve. But once you’ve got your events and goals set up, it becomes your command centre for understanding:
- Where users come from
- What pages perform best
- Where drop-off is happening
- How marketing channels compare
I set up GA4 for every client — and always build at least 3 custom reports:
- Conversion flow
- Top pages by traffic
- Channel performance breakdown
✅ Tip: Connect GA4 to Google Looker Studio (formerly Data Studio) for a visual dashboard.
3. Google Search Console
Use it for: SEO monitoring, indexing, keyword insights
This is the SEO goldmine that most people ignore.
Search Console tells you:
- What queries bring you traffic
- Which pages are showing in search
- Indexing issues
- Mobile usability problems
- Which backlinks Google sees
If I’m helping a client improve organic performance, this is step one. You can’t optimise what you don’t track — and Search Console shows you what Google sees.
✅ Tip: Use it to monitor impression trends — you’ll see improvement long before rankings hit page one.
4. Ahrefs / Ubersuggest / SEMrush
Use it for: Keyword research, backlink analysis, competitor intel
I use premium tools like Ahrefs or SEMrush when budget allows. For smaller businesses or solo consultants, Ubersuggest is a cost-effective alternative.
Why these matter:
- They show keyword difficulty, search intent, and opportunity
- You can spy on competitors — what they rank for, and what you should steal
- Backlink data helps improve your authority and SEO trust signals
✅ Tip: Look for keywords with low difficulty + high intent, even if volume is low. That’s where early SEO wins are.
5. Hotjar / Microsoft Clarity
Use it for: Behaviour insights, heatmaps, session recordings
Once a campaign is live, I always want to know:
How are people interacting with the landing page?
That’s where tools like Hotjar and Clarity come in.
These platforms let you:
- Watch real user sessions (where people scroll, click, hesitate)
- See heatmaps (where attention goes)
- Spot UX problems and friction points
- Improve form placement, button size, copy structure
✅ Tip: You don’t need 1,000 sessions. Watching 10-15 real visits can reveal more than months of guesswork.
6. Loom
Use it for: Delivering audits, proposals, client education
Loom is one of my secret weapons for asynchronous communication. I use it to:
- Walk through funnel or ad audits
- Explain technical setups
- Onboard new clients
- Share campaign reports with context
It’s faster than email, more human than PDFs, and builds trust quickly.
✅ Tip: Keep Looms under 7 minutes. Respect their time, keep the focus, and always include a call to action at the end.
7. Canva
Use it for: Quick visuals, branded reports, lead magnets
Whether I’m creating a slide deck for an audit, a social media visual, or a one-pager for a lead magnet — Canva gets the job done.
It’s not just a design tool. It’s a conversion tool, because how you present your ideas matters.
✅ Templates I keep in Canva:
- Proposal slide decks
- Audit summaries
- Before/after visual examples
- Case study templates
8. MailerLite / ConvertKit / Brevo
Use it for: Email automation, lead nurturing, broadcast campaigns
Email is where most funnels fall apart — but not in mine.
I always set up basic email flows:
- Welcome sequence for new leads
- Follow-up reminders after discovery calls
- Content drip for blog subscribers or lead magnets
I like MailerLite for simplicity, ConvertKit for creators, and Brevo for budget-conscious teams.
✅ Tip: Even 3 emails can make a huge difference. Start small, automate smart.
9. Calendly
Use it for: Booking calls and reducing friction
If you’re offering free strategy calls, paid consultations, or audits — you need a simple, no-hassle way to book.
Calendly integrates with Google Calendar, sends reminders, and eliminates the “back-and-forth” game.
✅ Tip: Add qualifying questions to the booking form to save time and filter leads.
10. Notion or Trello
Use it for: Project and content management
When campaigns get bigger, so do your moving parts. That’s where Notion or Trello come in.
I use them to:
- Track blog content pipelines
- Outline client onboarding steps
- Store campaign assets and SOPs
- Plan quarterly marketing sprints
✅ Tip: Create a “Campaign Hub” for each client or project. Keep everything in one place.
Final Thoughts: Keep It Lean. Keep It Focused.
You don’t need 40 tools. You need a tight, focused stack that works together — and gives you insight, speed, and clarity.
The tools I use help me:
- Launch campaigns faster
- Track what matters
- Optimise based on real behaviour
- Communicate value to clients
- Stay in control as things grow
Use fewer tools — but use them well. That’s how you build a marketing system that scales.
Want Help Auditing Your Current Stack?
If you’re overwhelmed with tools or unsure what’s working, I offer a free 20-minute strategy call to walk through your setup, identify what to keep or cut, and help you simplify.