Measurement and data
Conversions, attribution, consent mode, first-party data and incrementality. Why the numbers never match.
Brand vs. non-brand: the costliest mistake in your report
Brand queries rescue the account average and hide how you are really doing. In a public set of 225 geo tests, brand search came out at a median incremental ROAS of 0.70× — below the line of profitability.
Article library →Incrementality: how to find out what advertising actually brought
Attribution says who to credit a conversion to. Incrementality says whether it would have happened at all. It is the one question you cannot answer from an ad platform interface — and at larger budgets the most important one.
Article library →Conversion tracking and Consent Mode v2: why your data is missing
After consent arrived, some sites lost half their conversions and modelling will not return them to everyone. How Consent Mode works, where it is most often set up wrong, and how to tell whether your numbers still mean anything.
Article library →First-party data and enhanced conversions: recovering the missing conversions
Your own customer data is the only category that reliably grows. Enhanced conversions, offline imports and a CRM connection return part of what cookies lost — and Google reports single-digit percentage gains in incremental return for it.
Article library →Why GA4, Google Ads and your shop never show the same numbers
Three systems, three different numbers, one truth. The differences are not a fault — they follow from each system counting something else. What each measures, which gaps are fine and when it really is a problem.
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