Analytics
8 posts are listed in this category.
Monthly Ad Report Template for Agencies: A Client-Ready Structure You Can Paste Into a Spreadsheet
This guide lays out a client-facing monthly report for Google Ads and Meta that leads with decisions, separates brand and retargeting from new-customer spend, locks metric definitions, and uses a change log to explain performance breaks months later.
Why Did Conversions Drop? A Diagnostic Guide for Separating Tracking Problems From Real Sales Losses
This guide shows how to anchor a conversion drop against backend sales, then eliminate measurement causes such as tags, consent banners, iOS changes, and attribution definitions before investigating impressions, click-through rate, demand, and on-site conversion rate.
What Is Looker Studio? Running Client Reporting at Agency Scale Without Hitting GA4 Quotas
This guide covers Looker Studio's data source and credential model, GA4 Data API quota limits, the 50-account limit in the Google Ads connector, blending pitfalls, and a reporting architecture for agencies managing many clients.
What Are MMM and Incrementality Testing? A Triangulation Approach for Brands That Outgrew Attribution
This guide compares attribution, incrementality testing, and marketing mix modeling, explains the setup requirements for Google Conversion Lift and geo experiments, and shows how mid-size brands can combine the three into a practical measurement cadence.
What Is Customer Lifetime Value (LTV)? Why First-Order ROAS Misleads Subscription and Repeat-Purchase Brands
This guide shows margin-based LTV formulas for repeat-purchase and subscription models, explains LTV-to-CAC ratio and payback period, and walks through how cohort analysis in GA4 and value-based bidding bring lifetime value into ad decisions.
What Are UTM Parameters? A Naming Taxonomy That Keeps GA4 Channels Clean
This guide maps UTM parameters to GA4 dimensions, explains the pattern-matching rules behind GA4's default channel group, and outlines a naming taxonomy and governance process for teams tagging links across many channels.
What Is Google Tag Manager (GTM)? Tags, Triggers, and Variables Explained
This guide explains GTM's container-tag-trigger-variable model, its goal of reducing developer dependency, and how it connects to GA4 and Google Ads setup.
What Is Google Analytics 4? Core Concepts and an Intro to Reporting
This beginner's guide covers GA4's event-based data model, marking key events (formerly conversions), and how the data retention setting affects which reports it applies to.