Facebook, Google - people treat their numbers as holy because they have so many smart people working for them (and because they have very good PR departments).

Facebook, Google - people treat their numbers as holy because they have so many smart people working for them (and because they have very good PR departments). But I beg to differ. I think it is about time we have a community investigating these metrics: https://segahm.github.io/adwords_investigators.html https://segahm.github.io/adwords_investigators.html