Advertising explained for the person paying the bill.
Plain-English guides to agency reports, Meta Ads, Google Ads, attribution, tracking and the commercial meaning behind common advertising metrics.
How to read an advertising agency report
The figures, explanations and limitations a useful report should contain.
Read guide →Advertising basics02What does ROAS really mean?
Understand return on ad spend and why it is not the same as profit.
Read guide →Channel strategy03Meta Ads versus Google Ads
A beginner-friendly explanation of demand generation and demand capture.
Read guide →Data trust04Why Meta and Google can both claim the same sale
How attribution windows and customer journeys create overlapping platform claims.
Read guide →Decision making05When should you change or stop an ad campaign?
How to distinguish a meaningful warning from activity that needs more evidence.
Read guide →Explain the metric, then explain why the business should care.
Resources should not become another glossary written for advertisers. Each guide connects the terminology with the decisions, risks and questions relevant to an owner.
What the term means.
How it appears using GBP and ordinary business language.
What the figure cannot prove.
What to ask an agency or freelancer next.