Before you start
Different channel types produce different signals — a click-heavy channel and a view-heavy channel can’t be read with the same glance.The steps
1
Fix the model, window, and mode
Hold all three constant across every channel you’re comparing.
Attribution models → · Attribution windows → · Accounting modes →
2
Read non-click channels correctly
How to interpret channels that don’t produce clean click trails.
Interpreting non-click channels →
3
Group channels with breakdowns
Organize channels, campaigns, and ads into comparable groups.
Manage breakdowns →
4
Sanity-check the numbers
What counts as a good or bad number in context.
Good vs. bad numbers →