ROI & Analytics
Marketing ROI and analytics
Marketing earns its budget by showing what it returns. That requires connecting activity — campaigns, content, emails, ads — to the revenue it influences, which most teams find harder than any campaign itself.
This category covers UTM tagging conventions that survive a whole organisation, setting up Google Analytics 4 and Search Console, attribution models and their honest limits, building a reporting dashboard leadership trusts, and calculating return on ad spend and customer acquisition cost correctly. It also covers using data to decide what to do next, not just to report what happened.
Practical guides with naming conventions, report definitions and formulas you can use straight away.
UTM Parameters: A Naming Convention That Stays Clean
UTM parameters explained: what source, medium and campaign mean, a naming convention that keeps reports clean, copy-ready examples, and mistakes to avoid.
Marketing Attribution: How to Finally Prove Marketing ROI
If you can't connect marketing to revenue, every budget talk is a guess. A practical attribution setup that closes the loop from UTM to revenue.