Imrana Essa
SaaS Marketing Lead
Imrana Essa is a marketing lead and content strategist with 8+ years of experience creating and leading content for B2B and SaaS brands. She specializes in marketing analytics, attribution, content strategy, and organic growth, translating complex marketing concepts into clear, actionable insights. Her work focuses on helping marketers understand performance, make data-informed decisions, and build strategies that contribute to sustainable growth.
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How to calculate ROAS and know if your ads pay off
You’re spending money on ads. But how much revenue are those ads actually bringing in? Clicks and conversions might look promising, but they don’t always tell you whether your advertising is paying off. That’s where return on ad spend (ROAS) comes in. It tells you how much revenue your ads generate for every dollar spent. […]
Customer journey strategy that keeps customers coming back
Getting people to discover your business is one thing. Turning them into customers who stay is another. Some leave before converting. Others sign up but never return. And often, it’s hard to tell what’s holding them back. A well-planned approach to the customer journey helps you identify these gaps and turn customer insights into meaningful […]
A marketer’s guide to attribution in advertising & ROI growth
Your Google Ads dashboard reports 120 conversions. Meta Ads claims another 85. But your CRM shows only 150 new leads. So which ads actually contributed to those results? That’s where attribution in advertising comes in. It helps marketers understand how different ads, campaigns, and marketing touchpoints contribute to conversions by assigning credit across the customer […]
SaaS LTV: How to calculate and improve lifetime value
Acquiring customers is only half the equation for a SaaS business. The real question is: how much value does each customer bring before they leave? Customer lifetime value (LTV) helps answer that question. It estimates what a customer is worth over their relationship with your business, helping you evaluate acquisition costs, improve retention, and make […]
Top 10 Cometly alternatives for marketing attribution & analytics
Cometly can connect ad spend to pipeline and revenue, but the best attribution platform depends on what your team needs to measure next. Some teams want a broader view of product engagement; others need a clearer picture of organic acquisition, CRM outcomes, or ecommerce profitability. This guide compares ten Cometly alternatives across attribution depth, analytics […]
Shopify analytics vs. Usermaven: Which ecommerce dashboard wins?
Shopify can tell you what sold. It is harder to decide what to fund next when the same purchase appears in several marketing reports. That is why ecommerce brands compare Shopify Analytics vs. Usermaven. Shopify already offers campaign reporting, attribution models, customer cohorts, and store profit reports. Ad attribution software becomes useful when teams need […]
Marketing measurement: A complete guide to metrics, models, and ROI
Your Google Ads conversions are up 25%. Organic traffic has grown 30%, and LinkedIn is bringing in more leads than last quarter. On paper, marketing is performing well. But here’s the question: How much of that activity is actually contributing to revenue? Google Ads claims the conversion. Your CRM credits organic search. Meanwhile, the same […]
10 best HockeyStack alternatives for 2026
Choosing a HockeyStack alternative is no longer a simple attribution-tool swap. HockeyStack now covers attribution, buyer journeys, GTM intelligence, account scoring, AI, lift reporting, and workflow automation. But not every team needs that full GTM stack. Some need deeper revenue attribution, while others prioritize ABM intent, product analytics, paid-media measurement, or call tracking. This guide […]
10 best Google Analytics alternatives to try in 2026
GA4 can answer a lot of analytics questions, but it is not always the easiest way to explain what happened between a campaign click and a paying customer. The right alternative depends on whether the problem is confusing reports, privacy requirements, product behavior, or revenue measurement. A lightweight dashboard may be enough to understand traffic. […]