Master Marketing
Learn from Alex Schultz, CDO at Meta about the art and science of digital marketing and advertising. Endorsed by Sam Altman, Mark Zuckerberg and Daniel Ek, Alex is a widely recognized leader in the field who wants to help you win.
Small Businesses
Learn how to grow using the best online advice
Large Businesses
Understand tools for marketing at scale
Marketers
Hone your craft and learn new areas
Business People
Understand how to work with & use the marketing function
Get the most from modern marketing
I wrote this book because there was no one good book available that could take you through the entire field of modern digital marketing and advertising. Through the years each era of marketing has needed a new book. From Scientific Advertising in the early 1900s to Reality in Advertising in the mid 1900s to Ogilvy on advertising in the late 1900s.
Click here is intended to fill that role for the early 2000s helping business people get the most of modern marketing whether they are a small business owner, a marketer in a medium business or a senior executive in a trillion dollar company.
My goal is that:
- As a marketer you can use this book to broaden your skills in new fields and use it to educate your colleagues on why you do what you do
- As a business owner you can use this book to know what marketing can do for you and get proficient enough to direct a team or agency
- As a finance person you can gather the right questions to ask to make sure marketing budgets aren’t being wasted.
Praise for Click Here
The literal world expert in digital growth marketing wrote a book that is easy to follow. This is a rare gift and one you should not ignore if it’s relevant to your job.
Sam AltmanCEO, OpenAI
Few people understand marketing and growth better than Alex, thanks to his years at Facebook […] This book distills that insight into practical, actionable strategies every founder, marketer, and operator needs.
Daniel EkChairman, Spotify
Alex is one of a small handful of people that I can say without his work, our community would not have connected more than 2 billion people around the world.
Mark ZuckerbergCEO, Meta
Cheat Sheets
Practical tools distilled from Click Here to help you and your team take action — from defining your North Star metric to choosing the right channels, building teams, and winning over your CFO.
The Basics
These cheat sheets help you nail the foundations — your North Star metric, your marketing funnel, and your conversion flow.
North Star Metric
Define and measure the single most important metric for your business.
Conversion Audit
Audit your conversion flow step by step. Every drop-off is money left on the table.
Marketing Funnel
Understand the marketing funnel and where your business sits in it.
Strategy & Measurement
Go deeper on channel strategy, measurement frameworks, and creative experimentation.
Channel Selection Matrix
Compare all four channel families and learn which combinations amplify each other.
Measurement
The measurement hierarchy, holdout testing, and how to avoid attribution traps.
Creative Testing
What to test, how to run experiments properly, and how to read results without p-hacking.
Teams & Organisations
Build the right team, pick the right partners, and get finance on your side.
Hiring Scorecard
Evaluate marketing hires: rocket ship vs dip, tenure, the one interview question with a correct answer.
Finance Playbook
Win over your CFO, protect your budget, and make finance your strongest ally.
Agency Selection
Pick the right agencies, avoid the red flags, and know when to bring it in-house.
Notes
Shorter, evolving thinking on marketing and measurement — the workshop behind the cheat sheets.
29 September 2026
What happens in an AI Agent first marketing world
Agents will buy online at volumes that dwarf human traffic — acting on what their humans want and love. That makes brand love more valuable, not less, and reinterprets the 4Ps: Promotion becomes making sure you are in the agent’s training data set.
Bibliography
- Banks, Iain M., The Player of Games: A Culture Novel (Orbit, 1989)
- Blake, Thomas, Nosko, Chris and Tadelis, Steven, ‘Consumer Heterogeneity and Paid Search Effectiveness: A Large-scale Field Experiment’ (Econometrica, Journal of the Econometric Society, 2015)
- Clarke, Arthur C., Profiles of the Future: An Inquiry into the Limits of the Possible (Phoenix, 2000)
- Harrison, Steve, Can’t Sell Won’t Sell: Advertising, Politics and Culture Wars. Why Adland Has Stopped Selling and Started Saving the World (Adworld Press, 2020)
- Hopkins, Claude, Scientific Advertising (Merchant Books, 2014)
- Humby, Clive, Hunt, Terry and Phillips, Tim, Scoring Points: How Tesco Continues to Win Customer Loyalty (Kogan Page, 2008)
- Miller, Chris, Chip War: The Fight for the World’s Most Critical Technology (Simon & Schuster, 2023)
- Ogilvy, David, Ogilvy on Advertising (Welbeck Publishing, 2007)
- Penenberg, Adam L., Viral Loop: From Facebook to Twitter, How Today’s Smartest Businesses Grow Themselves (Hachette Books, 2009)
- Reeves, Rosser, Reality in Advertising (Widener Classics, 2015)
- FridayNite, SEO book (PDF, English translation)