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Four reports, four numbers: how we decide which one steers the campaign

Every decision in your account has work in front of it: gathering the numbers, settling the definitions, agreeing which number the steering runs on. With us, that work belongs to the people who look after your channels. They do not have to hunt the numbers down themselves, but the judgement stays with them.

The task

You sit in front of four reports and get four numbers for the same week. Most of the time that is not an error: analytics and the ad account count a conversion differently because they were built to answer different questions. It only becomes critical when one of those numbers quietly counts as the truth and the budget hangs on it. Then Monday's meeting argues about definitions instead of channels, and the decision goes to whichever number happened to be on the table.

What we do: We define which number steers, connect your analytics systems and report the uncomfortable number too, with source and period; you decide about channels and budget instead of definitions.

Two reports show two revenue figures for the same week, and nobody can say which one applies to what.

The number you steer by comes from the platform whose own performance it is meant to judge.

A contract runs out or a provider changes its pricing, and the history goes with it.

How we solve it

Definitions first, then the bid

Before we touch a bidding strategy, we put the numbers side by side and write down which number answers which question. We do not average the contradictions away, we name them. We connect the systems, and after that the collecting runs on its own. Interpreting them is the job of the people in your team and in ours.

One reading logic everyone holds to

For each metric we set down which system it comes from, which period it covers and how it was measured. After that we report the uncomfortable number too. The sorting across the sources runs in the background, so our people have time for the judgement instead of the export.

Questions in between get answered from your own systems

If a question comes up in between, we query the connected systems directly and record where the answer came from: which system, which metric, which period. What follows from it we decide with you, before anything moves in the account.

Both numbers stand side by side instead of being averaged into one.

What you get out of it

  • Monday's meeting argues about channels and budget, not about definitions.
  • If the collection sits with you, so does the record: when the provider changes, the history stays where it is.
  • Every number we steer by comes with the system it came from, the metric it means and the period it covers, even when you do not like it.

From our own work

fainzAt fainz we measured what PMax genuinely adds without brand traffic: the documented figures are +17.5% true incrementality and ~20 € CPO.

The other areas

How hurra.com, hurra.ai and the specialized products fit together

  • Marketing OrchestrationA campaign decision is made once, and after that it has to land in search, social, shopping and CRM.
  • Data & SignalsAd account, shop and CRM report three different numbers for the same week.
  • AI SkillsIn ongoing campaign work we switch on individual capabilities: for content, product data feeds and budgets.

What it runs on

Technically this runs on hurra.ai: the analytics systems you operate anyway get connected, along with our own first-party measurement, OWA Pro. Reading happens in one place, the data is not moved. We choose the model per task.

  • Google Analytics 4the site traffic, read alongside the other sources rather than on its own.
  • Adobe Analyticsthe analytics suite of larger organisations with their own data teams, connected and readable alongside the rest.
  • OWA Proour own first-party measurement, built into hurra.ai as a preinstalled source.
  • Several modelsOpenAI, Claude, Gemini and others, chosen per task; all of them answer from the same connected systems.

The first-party measurement behind it is a product of our own: OWAPro.

This layer runs on hurra.ai

That is where Marketing Intelligence runs as part of the platform: connected systems, one reading logic, and models that answer from them.

Then the way leads straight to hurra.ai, where Marketing Intelligence runs as part of the platform. Measuring, steering and judging the channels then stays with you and your team.

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