Analytics & Tracking Blog
Expert guides on GTM, GA4, conversion tracking, server-side tagging, and data-driven marketing.
Vanity Metrics vs. Actionable Metrics: A Sorting Guide
Identify which of your marketing metrics are vanity metrics and which drive real decisions — with examples across channels and a framework for sorting them.
Reporting Cadence: What to Review Daily, Weekly, Monthly, and Quarterly
A practical guide to marketing reporting cadence — what metrics to review at each frequency and what decisions each cadence supports.
How to Run a Marketing Analytics Audit: Our Complete Methodology
A step-by-step marketing analytics audit methodology — what to check, in what order, and how to prioritize the issues you find.
Marketing Data Stack Architecture: A Reference Blueprint by Company Size
A reference architecture for marketing data stacks at startup, growth, and enterprise scale — what tools to include at each stage and how they connect.
Customer Acquisition Cost: How to Calculate It Correctly (Most Don't)
Most businesses calculate CAC incorrectly. Learn the right formula, what to include in marketing and sales costs, and how to use blended vs. channel-specific CAC.
LTV:CAC Ratio — Calculation, Benchmarks, and Pitfalls
Calculate and interpret the LTV:CAC ratio correctly — the key metric for assessing marketing sustainability and growth investment decisions.
ROAS vs. POAS vs. MER: Choosing the Right Marketing Efficiency Metric
Understand the difference between ROAS, POAS, and MER — and why choosing the wrong efficiency metric can lead to poor budget decisions and misleading performance reporting.
Building a Measurement Plan: The Document Every Business Needs
A measurement plan aligns your analytics with business objectives. Learn what it includes and how to build one that actually gets used.
Incrementality Testing: How to Prove Your Ads Actually Work
Learn how to run incrementality tests that prove your ad spend is generating real lift — not just capturing sales that would have happened anyway.
Marketing Mix Modeling vs. Attribution vs. Incrementality: The Measurement Trinity
Compare marketing mix modeling, attribution, and incrementality testing — what each measures, when each is appropriate, and how to use them together.
Why Attribution Is Broken and What to Do About It
Attribution models are fundamentally limited. Understand why they fail and what alternative approaches — triangulation, incrementality, and MMM — give better answers.
Attribution Models Explained: First Click to Data-Driven and Beyond
A clear explanation of every marketing attribution model — first click, last click, linear, time decay, position-based, and data-driven — with when to use each.