by vicki | Jun 10, 2026 | Measurement & Analytics
Return on ad spend is the most widely used performance metric in paid social, and one of the most misleading. That is not an argument for ignoring it. It is an argument for understanding what it actually measures, what it does not, and why optimising towards it in...
by vicki | Jun 3, 2026 | Measurement & Analytics
GA4 is the analytics platform most businesses are now running, whether they chose it deliberately or migrated reluctantly when Universal Analytics was switched off. Many are using it without fully understanding what it is measuring, what it is not, and where the gaps...
by vicki | May 27, 2026 | Measurement & Analytics
Google Analytics is one of the most widely installed tools in digital marketing and one of the most poorly understood. Most businesses have it running on their website. Very few are extracting information from it that meaningfully improves their decisions. This is not...
by vicki | Apr 15, 2026 | Measurement & Analytics
The most common version of the multi-channel paid media question goes something like this: we are running Google Ads, should we add social? Or: we have been on Meta, should we test Google? The framing treats the channels as alternatives, or at best as parallel tracks...
by vicki | Feb 23, 2026 | Measurement & Analytics
For many years, marketing attribution has felt predictable predictable for those who ran ads across Meta platforms. You ran ads. Someone clicked or purchased and a conversion would then appear in your ads dashboard. The performance of your ads looked measurable,...
