Author: Vera Jay

This author has written 2 articles
Read more about the article Is This Number Normal? A Simple Way to Read Your Conversions

Is This Number Normal? A Simple Way to Read Your Conversions

Every advertiser has stared at a report and asked the same quiet question: is this number good or bad? You spent the money, the clicks came in, and a handful of conversions landed. Five last week, two this week. Should you panic, celebrate, or do nothing at all? Most of us answer that question with a gut feeling, and the gut is a terrible statistician. It treats every dip as a crisis and every spike as a breakthrough, when most of the movement is just noise. The good news is that there is a clean way to tell signal from…

Continue ReadingIs This Number Normal? A Simple Way to Read Your Conversions
Read more about the article Two Numbers Every Paid Media Manager Should Watch: Pacing and Spend Deviation

Two Numbers Every Paid Media Manager Should Watch: Pacing and Spend Deviation

Most paid media managers know the feeling. You reach the last week of a campaign flight and realize the budget is either nearly gone or barely touched. Both outcomes are avoidable. The problem is usually not a lack of data. It is a lack of the right framework for reading that data early enough to act on it. Two metrics solve this: pacing and spend deviation. They are related, they often move together, and at the end of a flight they can look almost identical. But they are built differently, and the difference is the whole point. Understanding it is…

Continue ReadingTwo Numbers Every Paid Media Manager Should Watch: Pacing and Spend Deviation