Reporting
How to read Meta and Google reports, which metrics matter together, and why numbers can mislead without business context.
Paid Advertising Metrics Explained
What paid advertising metrics should I actually watch?
The paid ads metrics that actually matter together: spend, results, efficiency, volume diagnostics, and quality — without a glossary dump.
CTR vs CPC vs CPA
What is the difference between CTR, CPC, and CPA?
How CTR, CPC, and CPA relate, when each is useful, and why optimizing the first two can harm the third.
ROAS vs ROI
What is the difference between ROAS and ROI?
The difference between ROAS and ROI in advertising: platform return on ad spend versus profit after a fuller cost stack.
Conversion Rate vs CPA
What is the difference between conversion rate and CPA?
How conversion rate and CPA move together, why cheap traffic can worsen CPA, and which lever to pull first.
How to Read a Meta Ads Report
How do you read a Meta Ads report?
How to read a Meta Ads report from the job down: delivery, creative, results, and the footnotes about attribution and quality.
How to Read a Google Ads Report
How do you read a Google Ads report?
How to read a Google Ads report: brand vs non-brand, conversion definitions, search terms, and impression share — not just ROAS.
What Should an Advertising Report Include?
What should an advertising report include?
A checklist for advertising reports: context, numbers, quality, changes, asks — and what to leave out.
How Often Should Paid Ads Be Reported?
How often should you report on paid ads?
How to choose reporting cadence for paid ads: daily ops checks, weekly notes, monthly leadership reads — matched to spend and sales cycle.
Attribution in Paid Advertising Explained
How does attribution work in paid advertising?
How attribution works in Meta and Google, why last-click loves Search, and how to talk about credit without fake certainty.
Why Advertising Metrics Can Be Misleading
Why can advertising metrics be misleading?
The usual ways ads metrics mislead: wrong conversions, low volume, attribution, averages, and screenshots without a job.