PPC is a tough game – you have to accept it
Understanding how diminishing returns apply to paid search will help you set better expectations when assessing your PPC performance.
Founder and CEO of Adequate Interactive Boutique, awards-winning marketing consultancy. Certified Google Ads and Analytics specialist since 2007. Author of numerous publications, conference speaker, and university lecturer. Expert in measurement, attribution, and profit-driven media optimization.
Your guide to Google Analytics 4 attribution
Understand how attribution in GA4 works vs. Universal Analytics and what the differences mean for conversion tracking.