Measurement
How to check paid campaign UTMs in GA4
Create consistent campaign URLs, test redirects and inspect the right GA4 acquisition dimensions with a downloadable UTM naming and verification sheet.
Measurement
Understand advertising metrics, budget assumptions and the limits of attributed performance.
Use one definition and reporting window across comparisons. Calculators explain the arithmetic; experiment design and business records determine what you can conclude about impact.
Start with a workflow
Turn a creative brief into a measurable test
A budget, a comparison question, a review date and a worksheet for the campaign owner.
Guides and analysis
Measurement
How to check GA4 purchase deduplication before running ads
Test transaction IDs, confirmation-page reloads and purchase values before using GA4 revenue to judge paid campaigns. Includes a repeatable QA worksheet.
Google Ads
Google AdsGoogle Ads conversion lag: stop comparing unfinished weeks
Review delayed conversions before judging Google Ads CPA or ROAS. Includes a worked example, a repeatable reporting process and a free snapshot worksheet.
Google Ads
How to plan a Google Search campaign experiment
Build a reviewable Search experiment: one hypothesis, a controlled change, conversion definitions and a worksheet for recording what the result can support.
Google Ads
How to audit Merchant Center price and availability mismatches
Trace Shopping product mismatches across the feed, landing page, structured data and checkout, using a variant-level audit sheet with clear retest steps.
Measurement
How to budget and document a creative test
Turn five ad creative directions into a spending scenario, a consistent results sheet and a documented decision. Includes an editable CSV.
Measurement
Ecommerce break-even ROAS: include the costs your ad report misses
Calculate a contribution-based advertising threshold with a worked ecommerce example, then check refunds, fees and attribution before using it in a campaign.
Google Ads
How to review Google Ads search terms and negative keywords
Separate irrelevant searches from weak evidence, choose the right negative keyword scope and keep a reviewable change log with this practical workflow.
Google Ads
A Google Ads launch check for URLs, copy and measurement
Check campaign URLs, responsive search ad copy and the conversion path before launch. Includes free tools and an editable approval checklist.
Google Ads
How to read the Performance Max channel performance report
Review Performance Max channels without confusing spend distribution with incrementality. Includes an example, diagnostic sequence and free review sheet.
Google Ads
SaaS Google Ads: measure qualified leads beyond the signup
Define the SaaS conversion stages that matter, reconcile CRM outcomes with ad reporting and review qualified-lead measurement before changing bidding goals.
TikTok Ads
TikTok AdsTikTok hook rate: choose the right video metric before comparing ads
Calculate a clear two-second view rate, avoid misleading six-second retention comparisons and use a worked example to choose the next creative test.