If you’ve spent any time running Google Ads campaigns, you’ve probably heard a lot about Quality Score. It’s one of those metrics that can make advertisers obsess over a number, thinking that a high score automatically equals success. But here’s the reality: Quality Score is a helpful signal, not the ultimate measure of success. Your real goal is always profit.

What would you think if you heard one company’s marketing goal was to maximize lead volume at a $100 cost-per-lead (CPL)? You’d probably be preparing for a word problem to follow. 100 is a suspiciously even base, from which incremental calculations are pretty easy. A $100 CPL is surely a sample from which a learning experience will follow and be made much easier to understand because you used base 100. You’d be wrong, but that feeling in your gut that something’s off is not w

Here are the essential questions a marketing performance dashboard should answer to help you steer marketing initiatives toward success.

MMM can be powerful when done right—but it's easy to misuse, and when that happens, the impact isn’t just a small misstep.

In Moneyball, Billy Beane, the general manager of the Oakland Athletics, defied traditional baseball wisdom by using data-driven analysis...

Performance marketing is all about results, and at its heart lies the drive to engage customers effectively. But let's cut to the chase:...