Data I Look at to Analyze Year Over Year Q4 Performance
Conversion Tracking Playbook
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Google Analytics - Is This a Google Ads Campaign Issue?
There are macro trends or macro movements that start to get me out of the world of Google Analytics where GA was not built to answer some of these questions in an entirety and into a shared analysis potentially with someone on your team or another agency, etc. You can also look at auction data from Google ads. Are you performing? Are you capturing market share, market demand? So is there the same higher, lower demand this year for your product than last year? If demand is significantly higher, but you are seeing that reflect in your Google ads performance, then is it a Google ads campaign issue or setup issue or content creative issue, etc.
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