References
Field guides and cheat sheets.
The references I keep open while working. Free to read, no sign-up.
5 guides · 2 extensions · all free
01
Google Analytics 4
GA4 Field Guide
Open →Setup before you trust a number, which report answers which question, and Explore moves standard reports hide.
02
Paid media
Value-Based Bidding & tROAS
Open →Conversion setup, value-based bidding math, and a calculator that turns margins into a target ROAS.
03
Paid media
B2C Paid Media Setup
Open →Campaign, ad group, and ad structure for search, social, and display in 2026.
04
Salesforce
Salesforce Report Formulas
Open →Report formula types, PARENTGROUPVAL, and copy-paste date and logic functions.
05
Email
Email Deliverability 2026
Open →2026 deliverability requirements for Gmail, Yahoo, Microsoft, and Apple on a Marketo program.
Chrome extensions · free
06
Chrome extension
UTM Builder Pro
Add to Chrome →Build tagged links in any tab with naming rules and local history.
07
Chrome extension
Value-Based Bidding Calculator
Add to Chrome →Margin and close rate to target ROAS, without a spreadsheet.
More references get added as I write them down.