A handful of problems account for most of the confusion in paid advertising. These are the answers we end up giving on nearly every first call — written down, with no pitch until the end.
Modelled conversions, attribution windows, duplicate pixel and API events — the five reasons the two counts disagree, and which one to run your business on.
Read the guide →Tracking prevention does not lose a random sample of conversions. It loses the slow, considered, high-value ones — which is the worst possible bias for a service business.
Read the guide →Four things that must match before two cost-per-lead figures can be compared at all, and the metric to use once you accept that they never do.
Read the guide →Counting settings, conversion windows, split credit, modeled and view-through conversions — why the two counts drift apart, and how to reconcile them click by click.
Read the guide →Call assets, tracking numbers, dynamic number insertion and offline numbers — how to bring phone calls into your reporting and tie them to the jobs they became.
Read the guide →The five parameters, a naming convention that holds up, platform ID macros instead of campaign names, and the mistakes that quietly split your reports.
Read the guide →
Want the long version? The 5 Numbers That Tell You If Your Advertising
Works is a free 14-page guide covering cost per lead, close rate by
source, revenue per lead, true ROAS and payback period — with where to find
each one in the accounts you already have.
Get the guide →
Book a demo and ask it directly. We'd rather answer honestly than sell you something that doesn't fit.