Measurement
How to Run a Paid Search Experiment You Can Actually Trust
How to design a Google Ads experiment you can trust, choose the goal metric that keeps you honest, and act on a result that comes back inconclusive.
Measurement
Attribution, incrementality and the experiments that prove what your spend really drives.
Measurement
The Death of Last-Click: a Measurement Model Your CFO Will Trust
Attribution has quietly become a board-level argument. A pragmatic, defensible framework for moving beyond last-click without losing the finance team's confidence, drawn from three years of rebuilding measurement at scale.
Measurement
Geo holdout testing: a practitioner's guide to your first run
Geo holdout tests are the closest thing paid media has to a controlled experiment. Here is the operational detail most guides skip: how to design a valid test, pick your markets, set your confidence threshold and read the results without fooling yourself.