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Analytics

A collection of 9 issues

The channel filter on my dashboard silently broke ROAS: how to attribute ad spend across sales channels

Revenue filtered, ad spend didn't, and the ROAS card sat there unchanged looking authoritative. Ad spend is tracked per advertising channel, revenue per sales channel — here is the attribution rule and the invariant that catches it.

My scheduled Meta CAPI consent audit found a missing cookie banner, not a tracking bug

A weekly Claude Code routine flagged one market at 0% of orders reaching Meta. The consent banner had never rendered there at all — so the pixel fired on every visitor with no way to refuse.

Three ways in, none of them a funnel. We were counting like there was only one.

A retailer reported one enquiry type and had three. Counting all of them cut cost per enquiry by a third without changing a thing — and the ripest route turned out to be the one least dependent on ads.

I named the cookie the obvious thing. So had the script that was already there.

My attribution cookie collided with the one the site already had — and it overwrote it precisely on paid clicks. A postmortem on naming, namespacing, and being your own first suspect.

No login to the tag manager. The container told me everything anyway.

Nine months of zero purchase events, diagnosed without account access. The tag wasn't missing — its trigger group was assembled differently from every sibling.

Every clinic counts new patients. Almost none can count the ones who booked.

In dental and aesthetic clinics the agenda and the transaction record rarely share a patient identifier. So marketing gets measured on bookings — and optimises for the wrong thing.

Everything returned 200. Four leads still went nowhere.

Three things broke on my own projects this week and not one of them produced an error. Silent failures are the expensive kind — here is what I changed so the systems shout.

I merged four sales channels into one number. Then I proved it was right.

Building a unified multi-channel revenue dashboard took an afternoon. Reconciling it against the source of truth took the rest of the day — and that's the part that matters.

Your analytics dashboard is lying to you by leaving things out

A brand I work with was sure it mostly sold bundles. The dashboard couldn't prove it either way — so I went and got the data it was quietly leaving out. The number ended the debate.

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