Le Lab
The GR AdLab blog: tracking, Ads campaigns, websites and accessibility, explained through real projects.
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European Accessibility Act: does it apply to my business?
Yes, if you sell online to consumers in the European Union, or offer a service covered by the text (banking, passenger transport, telecoms, e-books), even from outside the EU. Since 28 June 2025, these services must be accessible. Only micro-enterprises providing services are exempt.
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How do you respond to a lead in under 2 minutes?
By automating what happens right after the form: the lead is saved in your CRM, your team is notified and the prospect gets a first message, with no human intervention. At Fastlane Rent a Car in Dubai, three Make scenarios cut the response time from over an hour to under 2 minutes.
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Google Business Profile: how Sea Kayak Adventures reached the local top 3 in 2 weeks
By completing a Google profile that was 80% empty, linking it to a fast, well-structured website, and working on the three factors Google itself names: relevance, distance and prominence. For Sea Kayak Adventures in Mauritius: local top 3 for the main keyword within 2 weeks, and 75% more enquiries through the website.
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The 4 accessibility failures I find in almost every audit
Insufficient contrast, an invisible keyboard focus, page titles that say nothing, and an illogical focus order. I find them in almost every audit, from small businesses to enterprise clients. The good news: you can spot them yourself in a few minutes, and they can be fixed without rebuilding the website.
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Why don't Google Ads and GA4 show the same conversions?
Because they don't count the same thing: Google Ads takes credit for any conversion that follows an ad click and dates it to the day of the click, while GA4 shares credit across all channels and dates it to the day of the conversion. A moderate, stable gap is normal. A large gap, or one that changes suddenly, often points to a tracking problem.
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Custom website or WordPress: which should a small business choose in 2026?
WordPress if you have a very large catalogue, a team that already knows the tool, or a very short deadline. A custom-coded website if you want a fast website, with no plugins to update, that can evolve without being limited by a theme. In most of the small-business projects I deliver, it's custom, but not always.
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How much does an accessibility audit cost in 2026?
Between €2,000 and €5,000 excluding VAT for a standard website audit, according to the French government's digital agency (DINUM). The price lists providers publish range from about €2,000 for a simple brochure website to over €20,000 for a complex portal. The price depends mainly on the number of templates, components and journeys to test, not on the total number of pages.
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Is server-side tracking worth it for a small business?
Yes, if you spend enough on advertising for lost conversions to skew your campaigns, which happens quickly with Meta Ads and e-commerce. No, if your basic tagging isn't clean yet: fix that first. On cost, hosting ranges from $0 to $83 a month with Stape depending on traffic, or about $45 per server per month on Google Cloud.