— Dispatches / Field Notes

Opinions,
with receipts.

We'd rather be specific and wrong than hedged and forgettable. Every post takes a position, names numbers, and shows its work.

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★ This week’s dispatch
How to Read a Google Ads Report — What Actually Matters (And What’s Just Noise)
Most Google Ads reports are built to impress, not inform. This guide cuts through the dashboard clutter and shows you the 7 metrics that actually drive decisions — plus the vanity numbers…
Jun 2026 · 10 min · by Eric Huebner
— Archive
Nº 02 Measurement & Attribution
How to Measure Google Ads Success Beyond ROAS (The Full-Funnel Framework That Actually Drives Decisions)
ROAS is the metric everyone reports and almost nobody should be optimizing in isolation. This post breaks down the Google Ads KPIs…
 May 2026 · 12 min Nº 03 Measurement & Attribution
How to Report Google Ads Results to Clients and Leadership (Without Hiding Behind Vanity Metrics)
Most Google Ads reports are a masterclass in looking busy while saying nothing. This guide breaks down exactly what to include in…
 Apr 2026 · 9 min Nº 04 Measurement & Attribution
What Metrics Actually Matter in Google Ads: Signal vs. Noise
Most Google Ads reports are full of numbers that feel important and do nothing. This guide cuts through the noise — breaking…
 Apr 2026 · 10 min