Summary In today's episode, I walk through how to get stakeholders aligned on source and medium tracking in Google Analytics 4 by combining organizational authority with a simple shared process. Here's what this means for you. You'll replace chaotic channel groupings with a controlled tagging system that makes attribution actually trustworthy. You'll also learn these…
Summary In today's episode, I tackle a listener's question about quantifying online social media interactions at conferences versus offline conversations in hallways and bars. Here's what this means for you. You'll discover why a clean apples-to-apples comparison is nearly impossible and what practical workarounds exist for proving event ROI. You'll also learn these concepts: how…
Summary In today's episode, I tackle the common claim that content marketing ROI is impossible to measure and show you exactly how to do it. Here's what this means for you. You can know the dollar value of any piece of content well enough to make smarter marketing decisions, even if you can't get a…
Summary In today's episode, I walk through a practical SEO audit workflow that combines multiple data sources to find and fix underperforming pages on your website. Here's what this means for you. You gain a repeatable system for prioritizing SEO improvements so you stop guessing what to fix and start making changes that actually move…
Summary In today's episode, I explore whether one variable can cause another without showing a statistical correlation, breaking down five real-world scenarios where this hidden causation happens. Here's what this means for you. You gain a sharper eye for catching causation buried in messy, hidden, or canceling data so you stop trusting correlation alone. You'll…
Summary In today's episode, I explain why customer journey mapping still matters even though no two buyers follow the exact same path. Here's what this means for you. You can find the handful of rational routes most customers actually take and use them to focus your budget and messaging where it pays off. You'll also…
Hannah asks, “For attribution modeling, what model do you use on your Facebook campaigns?” Facebook offers substantially similar attribution models as Google Analytics; most of these will fail to give you an accurate picture of every digital channel. Unsurprisingly, Facebook’s models tend to paint Facebook in the best light possible; their data-driven attribution model, for…
Summary In today's episode, I walk through Facebook's attribution models, their limitations, and which model to choose based on your customer journey. Here's what this means for you. You'll understand which attribution approach fits your business and why Google Analytics often gives a more honest picture than Facebook's built-in tools. You'll also learn these concepts:…
Summary In today's episode, I explain why marketers should commit to sharing only tracked links so they can finally see what's happening in dark social spaces. Here's what this means for you. You gain the ability to attribute conversations on Slack, WhatsApp, text messages, and private DMs to real channels by embedding UTM codes in…
