I’ve got a pet peeve about the terms metrics and KPIs (key performance indicators). Too many people use those terms interchangeably, and while it may seem like a small thing, it drives me a little ...

When working with a new PPC client, I help them establish goals aligned with their business objectives. Surprisingly, many lack clearly defined campaign goals beyond boosting traffic or conversions.

Key performance indicators (KPIs) have long been seen as imperfect, yet they're the closest we can get to understanding how one's actions are impacting business performance. Did updating our CRM ...