22 articles

Advertising & measurement

Plan advertising and connect measurement to decisions.

Calculate cost per enquiry using a defined cost base, genuine enquiries and a comparison period that reflects how customers respond.

Create a compact UTM naming convention, test tagged links and keep personal information out of campaign URLs.

Build a monthly marketing report that explains changes and supports a small number of specific decisions.

Understand why several channels can contribute to one order and why attributed results are not a complete account of marketing impact.

Avoid declaring winners from tiny samples by planning the outcome, observation period and interpretation before a test starts.

Close a seasonal campaign by coordinating advertisements, landing pages, contact routes and the final review.

Grant advertising and analytics access using defined roles, retained business control and a documented offboarding process.

Hand over a campaign with its current state, files, permissions and unresolved decisions so the next person can continue the work.

Investigate sudden reporting changes by checking definitions, technical changes and the business activity behind the numbers.

Review a marketing activity using specific observations and choose a small number of changes for the next run.