Category
Website analytics, data interpretation, attribution modeling, and reporting
Our CRM recorded 1,847 signups in Q1. GA4 showed 1,204. That's not a rounding error. That's a 35% gap that went unnoticed for nearly six months, quietly distorting every marketing decision we made.
We were celebrating a 340% ROAS on a paid social campaign when our CFO asked a question that made the room go quiet: "Why did revenue only go up 6% if this campaign performed so well?" That single question kicked off a two-week audit that uncovered something ugly.
I've watched marketers panic over a 73% bounce rate on their blog while completely ignoring a 52% bounce rate on their pricing page. They had it exactly backwards. The blog was performing beautifully. The pricing page was bleeding revenue.
We spent $40,000 on a Q1 campaign that our dashboard said was generating a 4.2x return. High fives all around. Then someone on the finance team asked why revenue didn't actually go up. Turns out, a misconfigured UTM parameter was double-counting conversions from organic search as paid conversions.