Measurement
A conversion firing successfully does not automatically mean your measurement is useful. Here's what to validate before trusting the numbers.
Insights
Practical Thinking on Measurement, Analytics & Paid Media
Clear, practical insights on GA4, Google Tag Manager, attribution, reporting, Google Ads, and the systems behind better marketing decisions.
Featured
A conversion firing successfully does not automatically mean your measurement is useful. Long-form breakdowns of real measurement problems — what went wrong, how to diagnose them, and what to do differently.
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GA4 DebugView
Recording
page_viewfires · parameters complete
PASS
form_startfires · trigger scoped
PASS
generate_leadfires twice · duplicate trigger
×2
valueparameter absent
NULL
The tag is green. The measurement is not.
Latest Insights
Explore by topic — measurement, paid media, attribution, and reporting.
Attribution
More leads do not necessarily mean better performance. The real question is whether Google is learning from the leads your business actually values.
Measurement
Both can record the same business action, but they do not always serve the same purpose. Here's how to decide which conversion should guide bidding.
Paid Media
Scaling a campaign before understanding conversion quality, tracking accuracy, and marginal performance can turn a good account into an expensive one.
Attribution
For lead generation businesses, the form submission is often only the beginning. Connecting marketing data to qualification, sales, and revenue changes how campaigns can be optimised.
Reporting & Analysis
Good reporting is not about fitting more metrics onto a screen. It is about making decisions easier.
Measurement
Not every website needs custom JavaScript. But when native triggers and built-in integrations stop short, knowing what happens underneath GTM becomes important.
Reporting & Analysis
National averages can hide strong regional differences. Breaking performance down by location can reveal where budget is being underused or wasted.
Measurement
A conversion firing successfully does not automatically mean your measurement is useful. Here's what to validate before trusting the numbers.
Measurement
Both can record the same business action, but they do not always serve the same purpose. Here's how to decide which conversion should guide bidding.
Measurement
Not every website needs custom JavaScript. But when native triggers and built-in integrations stop short, knowing what happens underneath GTM becomes important.
Paid Media
Scaling a campaign before understanding conversion quality, tracking accuracy, and marginal performance can turn a good account into an expensive one.
Attribution
More leads do not necessarily mean better performance. The real question is whether Google is learning from the leads your business actually values.
Attribution
For lead generation businesses, the form submission is often only the beginning. Connecting marketing data to qualification, sales, and revenue changes how campaigns can be optimised.
Reporting & Analysis
Good reporting is not about fitting more metrics onto a screen. It is about making decisions easier.
Reporting & Analysis
National averages can hide strong regional differences. Breaking performance down by location can reveal where budget is being underused or wasted.
Content Philosophy
Less Marketing Advice. More Applied Problem-Solving.
There is already more than enough generic marketing content online. The goal of Iyrex Media Insights is different.
I use this space to break down measurement problems, campaign decisions, implementation challenges, and the lessons behind them.
Some articles will be technical. Others will focus on strategy. But they should all help answer one question:
How does this help us make a better marketing decision?
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Step-by-Step Measurement Walkthroughs
Some problems are easier to understand when you can see the implementation. On my YouTube channel, I share practical walkthroughs on tracking, Google Ads, campaign analysis, and reporting.
Walkthrough
11:17
Walkthrough
14:35
Walkthrough
14:12
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