It is not aimed at ordinary person, though... it is a technical post-mortem for digital marketing insiders.

The structure of the article is weird yes but the sections are entirely relevant to marketing analytics.

The writer establishes they have some baseline analytics and understanding of demand generation prior to embarking on paid.

Then they embark on paid.

Then they tell you what they learned.

FWIW for any organization new to paid, this article will probably save you some 10s of thousands in spend if you internalize it properly.

The arguments and rationales are all sound and pretty detailed. You get a sense of the goals and the steps taken and lessons learnt. A simple Google will tell you what CTR rates are did you want the author to explain these concepts? Good luck starting a ad words ccampaign not knowing these words

This article is shop talk for digital marketing and I see nothing particularly wrong with it. It’s actually a pretty interesting write up from a nuts and bolts perspective.

I am _not_ a marketer and I did not find this cryptic. If you've at all ever been involved in startups, you will know most terms.