Articles

Questions we get asked, answered plainly.

No gated PDFs and no thought leadership. Each one states a question and answers it in the first two sentences.

Reporting 2 min

How do you choose a marketing analytics tool?

What to test before committing to a reporting platform, and the questions that reveal how it will behave at scale.

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Operations 2 min

How should an agency separate client data?

Why each client needs its own workspace, what roles to give staff, and the risks of running everything in one shared account.

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Operations 2 min

How often should marketing data sync?

Why hourly syncing rarely helps, what platform data lag means for reporting, and why sync status matters more than frequency.

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Content 2 min

What are the rules for using AI to draft marketing content?

Where AI drafting genuinely helps in marketing, where it must not be trusted, and the one rule that prevents most published mistakes.

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Metrics 2 min

How do you calculate return on ad spend?

Return on ad spend is revenue divided by spend, but the useful version depends entirely on which revenue you count and which spend you include.

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Metrics 2 min

What is the difference between CPM, CPC and CPA?

What cost per mille, per click and per acquisition each measure, and which one is the right target at each stage of a campaign.

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Reporting 2 min

Why does Google Ads report more conversions than GA4?

Google Ads and GA4 count conversions using different models and windows, so the two will never agree. What each number actually represents.

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Attribution 2 min

What is an attribution window, and why does it matter?

An attribution window is how far back a platform looks to credit a conversion. Changing it changes your reported performance without changing anything real.

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