Category: Analytics & Measurement

Separate real performance changes from broken instrumentation.

Choose a conversion denominator that matches the decision.

Compare total net revenue with total media spend.

Use CTR to measure response to an impression.

Give recent clicks time to produce their expected outcomes.

Keep campaign URLs readable and reports consistent.

Evaluate the channels on downstream customer quality.

Investigate visits with missing referral information.

Turn a report into a record the team can act on.

Compare discovery and closing credit without double counting sales.