with Faisal TusherPaid Media · Analytics
Paid Media Analytics
Paid media produces more data than decisions. The skill is knowing which numbers matter, which lie, and which point to the next action.
Try the interactive tool 
The building blocks
What goes into Paid Media Analytics
Paid Media Metric Explorer
Demo data. Switch metric, platform and period.
How I do it
The process
- 1
Collect
Platform exports/connectors.
- 2
Clean
Naming, currency, dates.
- 3
Analyse
Trends and breakdowns.
- 4
Recommend
Actions with expected impact.
Principles I follow
- Compare trends, not isolated days.
- Check tracking before blaming campaigns.
- Look for marginal, not average, efficiency.
Measurement
The numbers I watch
Marginal CPA
Cost of the next conversion.
Blended ROAS
All revenue ÷ all spend.
Tools I use
- LSGoogle Looker Studio
- G4Google Analytics (GA4)
- AMMeta Ads Manager
- GAGoogle Ads
What you get
- Weekly performance readout
- Breakdown analysis
- Budget recommendations
Good average, bad margin
Average CPA fine, but the last budget increase doubled CPA.
Cap spend at the efficient point and move extra budget elsewhere.
Illustrative exampleWhich attribution should I trust?
None fully — triangulate platform, GA4 and business data.
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