Measurement skills: 21 playbooks

• Auction Insights Competitive Analysis

  Turns the Auction Insights report into a competitive read you can act on: pulls impression share, overlap, outranking and position metrics per competitor over a 3-month window, classifies competitors, flags significant…

  ↓analyze-auction-insights.md · 8 KB
• Configure Aggregated Event Measurement (AEM) and Domain Verification

  Configures the post-iOS14.5/ATT measurement protocol Meta uses for opted-out iOS users, where only the single highest-priority event per person per domain counts.

  ↓configure-aggregated-event-measurement.md · 7 KB
• Configure Attribution Settings

  Sets the per-ad-set attribution window via mads_create_adset/mads_update_adset, how long after a click or view Meta credits a conversion to an ad, plus the separate reporting window exposed by mads_run_insights's…

  ↓configure-attribution-settings.md · 7 KB
• Conversion Adjustments (Restate / Retract)

  Keeps Smart Bidding honest after the sale by pushing post-conversion corrections into Google Ads: restate a conversion's value after a partial refund or upsell, or retract it entirely after a cancellation, fraud, or…

  ↓configure-conversion-adjustments.md · 8 KB
• Google Consent Mode v2 Rollout Support

  Guides a compliant Consent Mode v2 rollout, certified CMP, the four consent signals, correct GTM firing order, and conversion modeling eligibility, for accounts serving EU/EEA/UK users or preparing for enforcement.

  ↓configure-google-consent-mode.md · 8 KB
• Implement the Conversions API (CAPI)

  Sends server-side conversion events to Meta so browser signal loss from ATT opt-outs, ad blockers, and Safari ITP stops deflating the pixel's event volume.

  ↓implement-conversions-api.md · 7 KB
• Enhanced Conversions for Web

  Adds hashed first-party data (email, optionally phone) to the web conversion tags so Google can match conversions to signed-in users that cookie-based attribution loses, typically recovering 15-25% more attributed…

  ↓implement-enhanced-conversions.md · 8 KB
• Server-Side Tagging Support

  Supports moving conversion measurement onto a first-party server container so data stops leaking to ad blockers, tracking prevention, and script weight, routing browser hits through a custom subdomain to a server-side…

  ↓implement-server-side-tagging.md · 8 KB
• Transaction ID Deduplication

  Stops conversion inflation from page refreshes, back-button revisits, and multi-fire tags by ensuring every conversion event carries a unique transaction identifier that Google Ads deduplicates on.

  ↓implement-transaction-id-deduplication.md · 8 KB
• Improve Event Match Quality (EMQ)

  Raises the 0-10 Event Match Quality score Events Manager assigns per event, how confidently Meta ties a pixel or CAPI event to a real person, because a higher score directly improves both auction optimization and…

  ↓improve-event-match-quality.md · 7 KB
• Monthly Performance Review

  The monthly deep pass that weekly reviews cannot do: month-over-month and year-over-year KPI assessment with full-year trajectory, tracking-integrity reconciliation against backend/GA4 numbers with explicit discrepancy…

  ↓run-a-monthly-performance-review.md · 8 KB
• Quarterly Business Review

  The strategic reset that questions what monthly reviews assume: quarter-over-quarter and year-over-year performance with an annual-trajectory verdict, a retrospective on the quarter's improvement sprints, validation of…

  ↓run-a-quarterly-business-review.md · 8 KB
• Weekly Performance Review

  The 30-minute tactical cadence: pull the week's KPIs against targets and the prior period, scan four weeks of trend for momentum flags, drill exactly one issue to root cause by walking the metric decomposition…

  ↓run-a-weekly-performance-review.md · 8 KB
• Run Incrementality and Conversion Lift Tests

  Answers the question attribution windows can't: how many credited conversions would have happened anyway.

  ↓run-incrementality-and-lift-tests.md · 7 KB
• Cart Data and Profit Tracking Setup

  Gets product-level cart data and COGS-based gross profit flowing into Google Ads so Shopping and PMax reports show profit per product, cost of goods sold, and average cart size instead of revenue alone.

  ↓set-up-cart-data-and-profit-tracking.md · 8 KB
• Conversion Custom Variables Setup

  Adds business-specific dimensions (lead score, service type, plan tier, booking details) to Google Ads conversions via conversion custom variables, so campaign reports can be segmented by the dimensions that actually…

  ↓set-up-custom-variables.md · 8 KB
• Data Exclusions for Corrupted Conversion Periods

  Protects Smart Bidding after a conversion-data corruption event, tag outage, checkout down, payment gateway failure, duplicate-count spike, by pinpointing the exact corrupted window from hourly data and getting a data…

  ↓set-up-data-exclusions.md · 8 KB
• Google Ads Conversion Tracking Setup

  Stands up native Google Ads conversion tracking end to end: audit what already exists, create the conversion actions with correct category/count/value/window settings through VigilDog, coordinate the human GTM/gtag…

  ↓set-up-google-ads-conversion-tracking.md · 8 KB
• New vs Returning Customer Tracking

  Makes Google Ads distinguish first-time buyers from repeat buyers on the purchase conversion, then optionally turns on customer-acquisition bidding for Performance Max so the account can pay a premium for genuinely new…

  ↓set-up-new-customer-tracking.md · 8 KB
• Offline Conversion Tracking from CRM

  Closes the loop between the ad click and the CRM for lead-gen and SaaS accounts: creates import-type conversion actions for downstream stages (qualified lead, closed deal, paid conversion), gets GCLID and/or…

  ↓set-up-offline-conversion-tracking.md · 8 KB
• Set Up the Meta Pixel and Standard Events

  Installs the base Meta Pixel on every page and wires the standard event vocabulary - PageView, ViewContent, AddToCart, InitiateCheckout, AddPaymentInfo, Purchase, Lead, CompleteRegistration, Subscribe - with the…

  ↓set-up-pixel-and-standard-events.md · 7 KB

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