If you’re making Google Ads decisions based on the ROAS number in the platform, you’re almost certainly optimizing toward the wrong thing. I’m not being dramatic. In every audit I run for a new client, the first exercise is reconciling Google Ads ROAS against what actually hit the bank account. The two numbers rarely match,…
GA4 + BigQuery Behavioral Modeling: How We Grew Revenue 33% on Flat Traffic An ecommerce client came to us with the problem I hear frequently from brands in the $30–50k/month ad spend range: the account was working, but nobody could explain why it was working, and nobody had a defensible plan to make it work…
Upper-Funnel Incrementality Case Study: 67% Revenue Lift Upper-funnel incrementality case study: a national brand’s themed product launch A national consumer brand spent six figures on Demand Gen and YouTube ads tied to a themed product launch. Their marketing team needed to know whether the spend actually moved the business. Impression counts weren’t proof. Upper-funnel reporting…
GA4 vs BigQuery: what’s the difference (and why it matters) Short version: GA4 is a reporting tool. BigQuery is a data warehouse. If you only run GA4, you’re limited to the questions Google decided to pre-build reports for. For most businesses spending under $10K/month on ads, GA4 alone is fine. Once you’re past $30K/month, you…