Analytics & Conversions

This section explains how to turn advertising data into decisions you can defend, from defining a meaningful conversion to reading ROAS, attribution and the conversion cycle. You will find practical guidance on Google Analytics, Google Tag Manager, form tracking, consent mode, enhanced conversions, offline sales and the links between advertising and analytics accounts. These connections matter because an apparently healthy campaign can be optimising towards the wrong event, missing valuable outcomes or assigning credit to the wrong source. I share the checks I use when diagnosing live measurement systems, including how I separate a tracking fault from a commercial problem and how I decide which signals deserve attention. My aim is to make the chain from click to revenue visible and understandable. After working through these articles, you will be able to inspect your setup, question misleading figures, brief a specialist clearly and judge campaign performance with better evidence.

New in this category: Google Ads Conversions: What Counts, What It Is Worth, and Why It Is Missing.