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Analytics
56 posts
How to report PPC performance without lying to yourself (or your boss)
Early in my career, I was responsible for reporting metrics for a company’s homepage. A member of the…
How to report SEO results executives actually care about
I’ve sat through enough client meetings to know what happens when the SEO team leads with rankings. They…
How ad platforms count and report conversions differently
If you run paid media, you already know the feeling. Google Ads says you drove 400 conversions last…
How to justify GEO investment without perfect attribution
My 8-year-old daughter desperately wanted a Nintendo Switch. Her evil parents refused to buy it for her. She…
Why marketing mix modeling is still hard to get right
Marketing mix modeling (MMM) is becoming more accessible, but getting started remains a challenge. After several conversations about…
Bad data used to mean bad reports, now it means poor ad delivery
We’ve all seen dashboards that don’t make sense when you look into the numbers, but now that same…
Why some channels reward breadth and others require commitment
Many budget allocation strategies assume that every channel follows the same pattern: the first dollar is the most…
Why your B2B PPC metrics may be lying to you
B2B PPC advertisers have more options than ever for measuring success. In the past, you had to rely…
New SEO KPIs you’re missing: How to measure SEO beyond clicks
Search engine optimization (SEO) has evolved so much in the past few years that many of the key…
How to build custom SEO reports with Claude Code and Google Search Console
For a long time, SEO reporting revolved around dashboards. When a meeting was on your schedule, you’d spend…
