Guide 01
Facebook vs Google Ads: one sale, two claims
Facebook versus Google Ads for the client meeting. Two ad accounts, one bank account. Both can claim one sale, so count payment revenue once.
Guides
Reporting that still makes sense when payment truth arrives.
For agencies running Meta and Google, these notes show how claimed conversions should map to payment revenue, not a summed ROAS slide.
Guide 02
Blended ROAS, MER, and platform ROAS explained
Platform ROAS, blended ROAS, and MER answer different questions. Which number to trust when clients ask about real revenue.
Guide 03
Agency client reporting from payment revenue
The client reporting tool for the agency meeting: Meta spend, Google spend, and payment revenue. Do not add the two platform claims together.
Guide 04
Agency dashboard for 2 to 20 clients, true ROAS
Thexly Agency plan facts for 2 to 20 clients: multi-client reporting and how a sites-and-clients meter differs from event pricing.
Guide 05
Sheets, Looker, AgencyAnalytics vs payment ROAS
How to separate ad-platform optimization, client reporting, and payment-verified attribution in an agency reporting stack.
Guide 06
Facebook Ads reporting: what hit the bank
Facebook Ads reporting for the client meeting: amount spent first, then the revenue that hit the bank. Meta's purchase column stays labeled.
Guide 07
Meta Ads reporting: what to show the client
What to show a client who asks for the Meta report. Spend first, then the revenue that hit the bank. Insights repeats the same platform numbers.
Guide 08
Google Ads reporting: the client revenue read
Open the Google Ads client report with spend, then the revenue that hit the bank. Columns, insights, and tools come after that read.
Guide 09
SEO agency reporting software for client results
SEO agency reporting software for client results (paid + SEO), not vanity rank dashboards. Checklist, mistakes, and when payment-verified beats PDF decks.
Guide 10
Ad tracking software for client revenue reports
Ad tracking software, read as a client report: which ads produced the revenue that hit the bank after the spend on Meta and Google.
Guide 11
When the Meta Ads report changes overnight
When the Meta Ads report changes overnight, the campaigns may be untouched. Read the window, then set the bank deposit on the next line.
Guide 12
PPC reporting for agencies: spend to revenue
How to build a PPC report for ecommerce clients: spend by platform, claimed revenue, and payment-verified sales that hit the bank.
Guide 13
Marketing attribution software: an agency buyer's guide
The four kinds of marketing attribution software, who each one suits, and how agencies should choose. Every tool named links to a source we checked on 8 Oct 2026.
Guide 14
True ROAS: what it is and how to work it out
True ROAS is the revenue that hit the bank divided by ad spend. How it differs from platform-reported ROAS, how ROAS compares with ROI, and how to set a target.
Guide 15
Performance-based marketing agency pricing that holds up
Commission, rev share or pay for performance: a performance fee only works if you and your client agree on the revenue number first. Here's how.
Guide 16
How to report Black Friday Facebook and Google ads results
Meta and Google can both count the same Black Friday sale. Here's how to report BFCM results to clients from the payments that hit the bank.