Analytics

This guide explores attribution windows, why they are important for your business, the challenges they solve, and how they work. It contains analogies and examples to break down the tough concept into...

If you’ve opened the standard pages report in Google Analytics 4 (GA4), you will be able to see the top pages people have viewed, along with engagement, conversion and revenue metrics. By default, the...

CAC Payback Period is one of the most referenced, yet miscalculated, metrics in the tech world. Today we’ll cover the following: I. The Art - What it is. II. The Science - Two preferred ways to calcul...

Marketing analytics and marketing data are umbrella terms that can encompass many, many different activities. For this article, we’ll cover three specific use cases for marketing data: Measurement: To...

Which marketing metrics does the board really want to see? Every month, I spend a ton of time prepping a report for our CEO, and even more time at the end of every quarter building out slides for our ...