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SEO guides, real-world playbooks, and what Orova's AI Agent just learned.

Why Platform Numbers Never Add Up (and How to Reconcile Them)

Google, Meta and TikTok each claim the same sales, so summing dashboards overstates results. Reconciling to one source restores sanity.

Conversions trickle in for days after the click, so fresh ROAS always understates reality. Knowing your lag prevents panic decisions.

Attribution tracks individual clicks; MMM models top-down impact without cookies. Modern teams use both, for different questions.

View-through conversions can inflate your results or surface real upper-funnel value. Knowing the difference protects your budget.

The window you choose decides which conversions get counted and which campaigns look like winners. Here is how to pick the right one.

Last-click takes credit for sales that would have happened anyway. Incrementality testing reveals the conversions your ads actually caused.