Reporting
Why your Google Ads report does not say what you think it says
What Google Ads reports as conversions is not the same as what actually drove sales.
27 April 2026 · 9 min read
Read moreIntzicht
Marketing insights & analytics articles
The insights on this page are honest observations about marketing and data, based on what I encounter in practice. No theory lessons, no benchmarks that mean nothing. What works, what doesn't, and why.
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IntrospectionInsights
Why marketing reports stay so simple
Three levels of marketing measurement, explained honestly.
22 April 2026 · 8 min read
Read moreAnalytics
When your customer is ready to come back, are you there?
Your customer decides earlier than you expect. Here's how to use that.
20 April 2026 · 7 min read
Read moreAnalytics
Why your most loyal customers are leaving without you noticing
Repeat share rises. Repeat rate falls. The difference most businesses miss.
13 April 2026 · 7 min read
Read moreReporting
How to check whether your marketing agency is showing you the right numbers
Not every KPI tells the full story. Here is how to spot the difference.
8 April 2026 · 15 min read
Read moreAttribution
Is it too soon to evaluate your campaign?
Your data is only complete once the purchase cycle is over.
18 March 2026 · 6 min read
Read moreIntrospection
Why the best marketers doubt themselves, and the worst ones never do
An honest story about imposter syndrome, integrity and what sets real marketers apart.
14 March 2026 · 6 min read
Read moreAttribution
Why your marketing budget delivers more than you think, and how to find the proof
Last-click gives the wrong channels the credit. Here's the proof.
1 March 2026 · 5 min read
Read moreConversion
Conversion rate is not the holy grail: it is one number in a bigger story.
A falling conversion rate can mean your marketing is doing exactly what it should.
15 February 2026 · 5 min read
Read moreCLTV
Your ROAS target is based on the first purchase. But what is a customer actually worth?
Most acquisition budgets are too conservative. The calculation behind them is wrong.
1 February 2026 · 6 min read
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