DMG field notes
Practical explanations that connect the glossary to real campaign planning, measurement, and execution.
Built around one decision at a time, with formulas, limitations, and a useful next step.
ROAS is useful, but it only compares attributed revenue with advertising cost. A better decision connects that ratio to margin, incrementality, fees, and the costs required to fulfill each sale.
Read article →UTM parameters are simple; keeping them consistent across a team is not. A small naming standard prevents the same channel from being split into a dozen almost-identical rows.
Read article →No single advertising metric explains performance. Reading the chain from impression to qualified outcome helps you locate the constraint without confusing a cheap click with a valuable customer.
Read article →Put it into practice
Use the free calculators and campaign URL builder without sending your inputs to DMG.