Category
Auditing and tracking
Auditing a Google Ads account and getting measurement right: conversion tracking, Quality Score, layer-by-layer diagnostics.
5 steps to build your conversion funnel
A conversion funnel is something you measure, not something you draw. The 5 steps to build one, count every stage and find where your visitors drop off.
Read article →How to make Google Ads lead generation work
Google Ads generates leads easily, and that's the problem: it optimizes for the submitted form, not the signed client. Here's how to teach it the difference.
Read article →What is a good ecommerce conversion rate?
The average ecommerce conversion rate hovers around 2%, but the most-cited benchmarks contradict each other by a factor of four. Here's how to work out yours.
Read article →How to improve your Google Ads conversion rate
A rising conversion rate isn't necessarily good news: you can push it up by winning customers or by cutting traffic. Here's how to tell which one you did.
Read article →Which Google Ads metrics should I track?
Which Google Ads metrics to track, what value is normal, which ones mislead you, and how many conversions it takes before a number means anything.
Read article →Is Google consent mode mandatory?
Not by law, and not everywhere: Google requires consent signals for EEA traffic, or you lose remarketing and some conversions. What to send, and how.
Read article →Google Ads conversion tracking with Google Tag Manager
Creating a Google Ads conversion tag in Google Tag Manager isn't enough: without the foundation tag set up before it, Google Ads loses part of your conversions.
Read article →Why does the Google Ads search terms report hide queries?
The Google Ads search terms report doesn't show everything: Google hides part of it. Where to find the hidden queries, what to exclude, and what to keep.
Read article →Google Ads Quality Score explained
Your Google Ads Quality Score isn't a number to push up: it's a diagnosis. Read its 3 components and fix the right one to bring your CPC down.
Read article →Google Ads audit checklist
Most Google Ads audit checklists tell you what to check, not in what order or at what threshold it becomes a problem. Here's the full method, layer by layer.
Read article →How to check Google Ads conversion tracking
Badly configured Google Ads conversion tracking skews your bidding without any warning. The 6 settings to check so you know whether your data deserves your trust.
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