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How we decide what a number means.
Longer pieces on the judgement calls behind the audits: which enquiries count, when no sale means a search term is dead, and where the ad platforms report something other than what you think you asked for.
Measurement · 21 September 2026 · 7 min readGoogle's conversion count is not your lead countThe number in Google Ads and the number of enquiries a business received are rarely the same, and both can be right. Where the gap comes from. Method · 21 September 2026 · 6 min readWhat counts as wasted spend, and what is just noiseSpend with no sale is not automatically waste. The bar a search term has to clear before we will tell you to negate it, and why it moves per account. Amazon · 21 September 2026 · 7 min readBreak-even ACoS is your margin after fees, not your gross marginBreak-even ACoS is what a unit earns after every fee, as a share of its price. How the referral fee, the FBA fee and bank charges move it. Engineering · 21 September 2026 · 8 min readFive things the Google Ads API will not tell youQueries that look right and return nothing, a metric that defaults to zero instead of null, and an entire report that does not exist in the API.
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The knowledge base covers the product itself: connecting an account, reading the score and working with clients.