INSIGHTS
Analysis on media, measurement, diagnostics, conversion, attribution and evidence based decisions.
Featured
Attribution
CPA, conversions, leads and revenue describe different stages of acquisition. Learn how to separate them, diagnose performance correctly and avoid optimizing for a cheap metric that produces weak business outcomes.
Post Click
If CTR is stable but conversion rate is falling, the problem may be after the click. Use this diagnostic sequence to investigate measurement, landing pages, site performance, forms, traffic mix and lead quality.
Post Click
Paid media performance does not stop when an ad earns a click. Learn how to analyze landing pages, site behavior, conversion paths, measurement and downstream business outcomes as one acquisition system.
Measurement
A marketing dashboard can report accurate numbers and still support the wrong conclusion. Learn a practical framework for diagnosing acquisition performance across media, site behavior, conversions and business outcomes.
