The customer identifier: why it has to be the email
One buyer turns into three in the report. Not because the database has duplicates, but because the query groups people by fields they fill in differently every time.
Subscriber growth: why the obvious count overstates it
You compare list sizes at the start and the end of the month and see growth. In fact half of those people were with you last year — they were simply moved into a different list.
An ad dashboard in Google Sheets: when it stops working
Pulling three ad accounts into one spreadsheet is the obvious answer, and it works right up until the data gets big. After that it breaks the same way every time.
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