You’re celebrating your latest campaign’s return on ad spend numbers. The dashboard shows solid conversions, and your boss is happy. Then someone asks the uncomfortable question: “Would those customers have … Continued

You’re juggling ad spend across Facebook, Google, email campaigns, and maybe even podcasts, and each channel is claiming credit for the same conversions. Meanwhile, your boss wants to know which … Continued

A CMO reviews her quarterly business review and sees a puzzle that doesn’t add up. Facebook reports a 5x ROAS. Google claims credit for 60% of conversions. TikTok insists its … Continued

Remember when GPS navigation first arrived? Before that, we had MapQuest printouts with turn-by-turn directions that assumed every route worked the same way. Then GPS changed everything—dynamically rerouting based on … Continued

A marketing team finishes their quarterly review. Paid social is driving engagement, search is generating conversions, and awareness campaigns are boosting traffic, but when asked which effort actually moved revenue, … Continued

You’re trying to figure out if your new workout routine is actually working. It feels like it’s working. You’ve definitely lost five pounds. But you also cut down on late-night … Continued

A customer sees your TikTok ad while scrolling at lunch, reads your blog post that evening, clicks an email campaign two days later, and finally converts after searching your brand … Continued

You’ve probably noticed that two customers with identical demographics—same age, same income, same location—can behave completely differently when it comes to your brand. One might browse your site weekly but … Continued

A potential customer sees your TikTok ad while scrolling during lunch, clicks a Google Ads result two days later, opens your email newsletter the following week, and finally converts through … Continued

You’re staring at three different dashboards. Facebook says your campaign drove 500 conversions. Google Analytics claims 350. Your CRM shows 275. They can’t all be right—but which one do you … Continued