Measurement & analysis
How to Defend Your Paid Media Budget in Front of a Board
Your board chair leans back and asks the question you've been dreading: “Why are we spending $X on ads when we could allocate that to programs?”
From The Lab
Measurement & analysis
How To Protect Yourself From Click Fraud on Your PPC Campaigns
Imagine this: you launch a Google Ads campaign with high hopes, carefully selecting your target audience and locations. The clicks roll in, the CTR looks promising, yet your lead g…
Measurement & analysis
Uncovering the Truth Behind CTR
In the wild world of digital marketing, there’s this magical number called CTR (Click-Through Rate) that’s basically like a popularity contest for your ads and links. It tells you …
Measurement & analysis
Google Tag Manager vs. Google Analytics: An Explainer
There’s no question that e-commerce is king in today’s online world. And while responsive search ads and display ads are valuable PPC tools for driving business, your most importan…
Measurement & analysis
How to Start Collecting First Party Data
How to Start Collecting First Party Data As digital marketers, we always want to know more about our customers. It’s a cliche that money is power, but when it comes to targeting ad…
Measurement & analysis
The Value of GA4 and Story Telling
The Countdown to GA4 Was Torture Over the past few weeks, we have been scrambling. Not egg, although that sounds good. The new GA4 has created a bit of a tizzy over here. Not that …
Measurement & analysis
How to Do A/B Testing in Marketing
As marketers, we all know it’s vital to look at the data. And when it comes to digital advertising, A/B testing is one of the best ways to get rich data about what works and what d…