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conversion-rate

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A long-form analytics article on why KPIs fail when the denominator silently changes. Covers denominator contracts, eligibility vs observed vs attempted populations, drift/coverage failure modes, mix shifts, time alignment, and a practical audit checklist to design decision-safe ratio metrics that don’t lie.

  • Updated Feb 6, 2026

This project analyzes marketing campaign performance across Google, Facebook, and Email channels using SQL. It tracks advertising spend, impressions, clicks, conversions, and revenue to evaluate campaign effectiveness, ROI, and customer engagement.

  • Updated May 26, 2026

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