Use these 7 tested rules to measure what your ads earn

This image shows a Hermit Thrush from John James Audubon's The Birds of America (1827-1838).

Most ad reports count sales that the ads did not cause. Only a test shows the real effect.

Who it is for. This playbook is for all persons who set an ad budget or must explain it.

How to use it. Each rule gives the evidence, 1 action and a link to the full study. Start with the rule that fits your biggest problem this quarter.

1. Test your brand search ads

Evidence. eBay stopped its brand search ads. After this change, 99.5% of the lost paid clicks returned through free search results.

Do this. Stop brand ads in 1 region for 2 weeks. Compare the total sales.

Read the study →

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