Why your Google Ads numbers don't match your P&L, and the fix that starts to close the gap.
The ad dashboard says one thing, the P&L says another. Here is why they drift apart, and the 30-minute audit that starts to bring them back together.
Tracking & Measurement
Analytics and Measurement Insights
AI Performance Insights: Share of Voice in Merchant Centre — When Does the UK Get It?
Google's AI Performance Insights share-of-voice report is rolling out — but the UK isn't on the list yet. What it does, who has it, and what to do now.
Data Manager API Migration: Are Your Audiences Still Live?
The Customer Match API migration deadline passed on 1 April 2026. Some retailers' lists stopped updating silently. Check if you're affected and fix it.
Beyond ROAS: How Our Spend vs. Efficiency Framework Unlocks Hidden eCommerce Profit
ROAS hides where ad budgets are quietly burning. Discover how Coffee Marketing's Spend vs. Efficiency Framework identifies channel saturation and reallocates spend for real eCommerce profit.
eCommerce Metrics & Definitions
eCommerce Metrics & Definitions - A comprehensive glossary of digital marketing and eCommerce metrics for retailers and advertisers.
Why Google Analytics 4 Fails to Model the Total Value of Ad Campaigns and What to Do About It
Why Google Analytics 4 Fails to Model the Total Value of Ad Campaigns and What to Do About It - Understanding GA4's attribution limitations for eCommerce.
Meet the Team
The people behind The Knowledge
CARRIE (CAZZA) SARGENT
Digital Business Manager · Social Media Manager
Our Social Media Manager and SuperMum, brings both expertise and energy to every project. She goes above and beyond to truly understand her clients' businesses, products, and brands—building relationships that often turn into lasting friendships. With Carrie, you don't just get a marketer; you gain a trusted partner dedicated to your success.
ROSS (SPREADSHEET) MILES
Digital Business Manager · Data Analyst
Over 15 years experience as a self-confessed data nerd, what Ross cannot do with a spreadsheet isn't worth knowing. He wins at PPC like a stock market pro and when he's not working he's leveraging his spreadsheet skills for betting and fantasy sports. Yes, more spreadsheets!
ALISTAIR (AL) WILLIAMS
Digital Business Manager · Strategist
Often mistaken for A.I. Al is our marketing strategist, having worked for several global brands. The creator of our digital marketing maturity model, he assists our client base with tracking support, tech reviews and developing and evolving their marketing roadmaps.
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