Question 1

Why are all my reports lagging by a few days?

Accepted Answer

Unlike basic dashboards that show fluctuating "real-time" data, our system enforces a processing window. This perfectly matches Google's data processing timeline. When you look at a number in ROI Insights, you know it is 100% accurate and final, rather than data that might change tomorrow.

Question 2

Do I need to authenticate with Google?

Accepted Answer

Yes. To pull your data into our central system, you will need to authenticate your Google accounts (Google Analytics 4, Google Ads, Google Search Console, and Google Business Profile). We make this easy like most sites you use everyday. If you need to regain access to any accounts, we do offer account recovery or re-establishment assistance for a fee.

Question 3

How is my data stored, and do you share it?

Accepted Answer

Your data is securely pulled daily and stored in our custom, per-client database. We never share your data with third parties. Furthermore, because we only read data from your accounts, you always retain ultimate ownership of your data.

Question 4

What happens if I cancel? Do I lose my data?

Accepted Answer

No. We do not hold your data hostage. Every analytics account, tracking number, and piece of code we install is in your name and in your accounts. If you ever leave, you keep all of it.

Question 5

Do you track phone calls, or just web forms?

Accepted Answer

We track everything. We provision dedicated phone numbers that dynamically swap on your website. We can tell you exactly which ad or keyword made the phone ring, and we provide call recording and AI transcription so you can review lead quality.

Question 6

Explain the logic of the Summary, Risk Factors, and Opportunities.

Accepted Answer

Every week, our AI system acts as your fractional Chief Marketing Officer. It analyzes your entire data payload from the most recent full week versus the prior week. It then generates a plain-English Summary of performance, flags Risk Factors (like spiking costs or missed calls), and highlights Opportunities for growth.

Question 7

What do I do with the "Action Steps" and "Areas to Improve"? Who handles those?

Accepted Answer

These are actionable insights generated by our AI rules engine. If you have an internal marketing team or an ads agency, you hand these exact steps to them to execute. If you do not have a team, MosierData also offers SiteCare+, a managed service that may be an option for you.

Question 8

What if I need more detail on a specific insight?

Accepted Answer

Your retainer includes business-hours ad hoc support. If the AI flags a drop in conversion rate or a specific wasted search term, you can email or text your dedicated analyst for a deeper explanation or a quick data pull.

Question 9

What is the difference between Sessions and Active Users?

Accepted Answer

A "Session" is a single visit to your website. An "Active User" is a unique person who engaged with your site. One Active User can have multiple Sessions if they visit your site several times.

Question 10

What does "Traffic by Channel" mean? (Direct, Referral, Cross-Network, etc.)

Accepted Answer

A "Channel" is the broad category of how a visitor found you. Organic: Found you via a standard search, such as Google or Bing. Direct: Typed your URL directly into their browser. Referral: Clicked a link to your site from another website (like Yelp or a local directory). Cross-Network: Traffic that moves across multiple Google networks, typically associated with Google's Performance Max (PMax) ad campaigns.

Question 11

What does "Traffic by Source, Medium, and Campaign" mean?

Accepted Answer

This is a more specific breakdown of where traffic comes from. For example, the Channel might be "Paid Search", but the Source/Medium will tell you it was specifically "Google / CPC", and the Campaign will tell you it was your "Spring Roof Replacement" ad.

Question 12

What are UTM parameters and why are they important?

Accepted Answer

UTMs are simple text tags added to the end of a URL (e.g., ?utm_source=facebook). They force Google Analytics to categorize your traffic perfectly. Without UTMs, clicks from your Google Business Profile or Facebook page often get lumped into "Direct," "Organic" or "Referral" traffic, masking what is actually generating leads.

Question 13

How do I know how these leads came in?

Accepted Answer

Our system uses Dynamic Number Insertion (DNI) and automatic form tracking. This means every phone call, form submission, and chat is traced back to the exact source, campaign, and keyword the visitor used to find you.

Question 14

What are GSC Clicks, Ads Conversions, and GBP Interactions?

Accepted Answer

GSC Clicks: Clicks from organic Google Search Console results. Ads Conversions: Actions (like calls or forms) generated specifically by your paid Google Ads. GBP Interactions: Actions taken directly on your Google Business Profile (Maps) without even visiting your website, such as "Direction Requests" or "Call Clicks".

Question 15

What do the performance tags (Top Conversion Driver, High Efficiency, High Volume Low Conversion) mean?

Accepted Answer

These are diagnostic labels our system applies to your campaigns. Top Conversion Driver: The campaign bringing in the most absolute leads. High Efficiency: Campaigns bringing in leads at the lowest Cost Per Acquisition (CPA). High Volume Low Conversion: A warning label. This campaign is spending money and getting clicks, but visitors are not turning into leads.

Question 16

Do you help with connecting everything?

Accepted Answer

Yes. We do not just hand you software and wish you luck. In Phase 1 (The Wiring), we provision your tracking numbers, install the codes, configure your analytics, and build your dashboard for you.

Question 17

What if I don't have access to my website or old marketing accounts?

Accepted Answer

This is very common. Before we start the onboarding clock, we run a "Pre-Flight Check". If you are locked out of your Google Ads, WordPress, or Google Business Profile by an old agency, we will pause the main project and initiate a "Digital Asset Audit & Recovery" project to help you get your keys back.

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