Analytics
How to Tell If a Marketing Agency Is Faking Its Reports
Most agencies aren't inventing numbers. But a monthly report can be built to flatter without a single fabricated figure. Here's how to pressure-test the PDF you get every month.
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Analytics
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Analytics
Why Your Facebook Ad Revenue Doesn't Match Google Analytics
Facebook says the campaign drove 50 sales. Google Analytics says 32. Neither one is broken, and neither one is lying. They're just counting with different rules. Here's what each is actually measuring.
Analytics
How to Read a Chart Without Being Fooled
Charts are everywhere, and most of them mislead, sometimes by accident, sometimes on purpose. Here's a mental checklist for reading any chart clearly.