Know which marketing actually pays.
36 plain-English guides to attribution, return on ad spend, privacy changes and client reporting. Every statistic links to where it came from.
Attribution
- Attribution
Attribution windows explained (and how they change your numbers)
Attribution windows explained: default click and view windows on Google Ads, GA4, Meta and TikTok, how they change reported sales, and how to choose one.
3 min read · 90 days Default Google Analytics 4 lookback window for…
- Attribution
How to test whether your ads actually cause sales
An incrementality testing guide for small firms: holdout, geo and pause tests that show whether your ads cause sales, plus how to read the results honestly.
3 min read · 1% to 50% Holdback size you can set in a Google Ads Conv…
- Attribution
Last-click vs. multi-touch attribution: which should you trust?
Last-click vs. multi-touch attribution compared in plain English: how each splits credit, where each misleads, and how small firms can pick one and check it.
3 min read · <3% Share of Google Ads web conversions using the …
- Attribution
Marketing attribution explained for small businesses
What is marketing attribution? A plain-English guide for small businesses to attribution models, lookback windows and which ads really earned the sale.
3 min read · <3% Share of Google Ads web conversions using firs…
- Attribution
Marketing mix modeling for businesses without a data team
Marketing mix modeling explained simply: what MMM is, how much data it needs, why small budgets struggle with it, and a lighter version any business can run.
3 min read · 2 years minimum weekly history Google recommends for a…
- Attribution
View-through conversions: what they are and why they inflate results
View-through conversions explained: how platforms credit sales to ads people only saw, why that inflates ROAS, and how to report view-through credit honestly.
3 min read · 1 day Default Google Ads view-through conversion win…
- Attribution
Why ad platforms claim more sales than you made
Why ad platforms over-count conversions: overlapping attribution windows, view-through credit and double counting, plus how to check claims against real sales.
3 min read · 30 days Default Google Ads click-through conversion wi…