// Knowledge base

Measurement, data and budget

Without reliable measurement you steer on incorrect data, and then every channel is just as good because you cannot compare them. This category explains how to set up tracking, which figures indicate what and when, and how to allocate your budget across what works.
First, the most common misunderstanding: which figures already mean something in week two, and which only after three months. Judging a campaign too early costs more than a mediocre campaign.
If your measurement is not going as it should, start with the biggest mistakes when setting up tracking. And an overspend: that doesn't behave like a normal cost item, but like a switch with a threshold.

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    A budget is a switch, not an expense

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    Which figures already mean something in week 2, and which ones only after three months?

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    The Biggest Mistakes in Setting Up Tracking (and How to Avoid Them)

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    Why good tracking is essential for a website that delivers results

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