Javier Cruz Galera

I'm a senior B2B SaaS performance marketer. I've spent the better part of a decade running paid search, paid social, and demand generation programs for software companies. The kind of work that lives in dashboards, attribution debates, and Friday afternoon conversations about why the pipeline number looks the way it does.

This site exists because I got tired of how performance marketing gets written about. Most of it is either too shallow to be useful or too polished to be honest. The hard parts are rarely documented: building a reporting stack that finance actually believes in, designing a test that holds up when someone asks how you handled seasonality, figuring out which operational workflows scale and which just relocate the bottleneck. By the time you know these things, you've mostly forgotten what it felt like not to.

So I'm writing them down here.

What I write about

Three areas, all connected:

• Dashboards and reporting

  Building measurement systems that change decisions, not just document what happened.

• A/B testing

  Experiment design, statistical validity, and what to do when the data is inconclusive but someone still needs an answer.

• Operational workflows

  The systems and processes behind the metrics. How high-performing marketing teams actually run.

The lab

The site itself is an experiment. I'm treating it as a public SEO and GEO lab, optimizing posts with real hypotheses, tracking rankings and AI-engine visibility, and documenting what happens in Lab Notes. That includes the things that don't work.

The newsletter

Notes from Page 2 is where I share what I'm learning from the playbooks, the lab, and the work. Monthly, no filler.

If something I've written has been useful, or if you want to argue about attribution models, I'm on LinkedIn.