Traffic sources and attribution
Measure paid campaign performance beyond clicks
Connect paid spend and campaign visits to qualified outcomes and sustainable returns.
Clicks and cost are inputs. Paid campaign measurement becomes useful when it connects those inputs to outcomes your business values and can verify.
Create a reliable campaign join
Use consistent UTM values and import or record spend at the same campaign level. Confirm redirects retain the tags and conversion events reflect completed actions. Do not put private user data in campaign URLs, and account for ad-platform reporting windows when comparing totals.
Put it into practice
See your traffic, funnel steps and site performance clearly in Alexander.
Try Alexander freeSeparate acquisition cost from attribution
Calculate cost per qualified outcome using aligned dates and definitions. Attributed revenue can help compare campaigns, but it may overstate incremental impact because some customers would have converted anyway. Use experiments or holdout approaches when the decision requires causal evidence.
Include downstream quality
Follow lead qualification, refunds, repeat purchase or retention when relevant. A low-cost lead is not a win if it rarely fits. Compare creative and landing page together: strong ad engagement followed by poor page progression often points to an expectation mismatch.