Analytics
Use reports to understand what happened—not just to collect more numbers.
A useful analysis starts with a clear question, consistent definitions, and a realistic view of what your data can show.
Define the outcome
A page view, a submitted lead, and a paid order are different events. Decide which action matters to your question and confirm that it is recorded correctly.
Compare like with like
Use matching date ranges, currencies, time zones, and metric definitions. Check whether revenue includes taxes, shipping, refunds, or repeat purchases.
Understand attribution
Attribution assigns credit for an outcome. Different platforms may credit the same sale or use different lookback windows. Their totals may not match your order records.
Look for missing context
Consent choices, blocked tracking, delayed purchases, and offline activity can leave gaps. A change after a campaign starts does not, by itself, prove that the campaign caused it.
Turn a finding into a next question
If clicks rise but sales do not, check traffic quality, the landing page, measurement, and the time it takes customers to buy before increasing the budget.