Guides

In-depth guides for performance marketers: tracking, attribution and metrics explained step by step.

Tracking7 min read

Campaign Tracking with UTMs and Click IDs: Setup Guide

Set up clean campaign tracking: a UTM naming convention, dynamic parameters in Meta and Google Ads, click IDs, common mistakes and how to test it all.

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Metrics8 min read

Measure Real ROAS in Lead Generation: From Click to Closed Deal

How to measure real ROAS in lead generation: attribute CRM revenue to campaigns, read CPL, CPA and ROAS correctly and send deal values back to Meta and others.

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Metrics7 min read

Social Media KPIs for Lead Generation: Which Metrics Matter

The key social media metrics for lead campaigns on Meta, Instagram, TikTok and LinkedIn: from reach and CTR to cost per lead, cost per acquisition and ROAS.

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