Strategy
The click got easier to buy, and harder to understand
Same month, one account: Meta claimed 435 sales, GA4 gave it 104, Google Ads booked 1,464, GA4 counted 2,239. Four numbers, none agree and here is what to do now.
Incrementality
Tagged articles
Measurement
MER vs ROAS: How to Create an MER Target That Actually Means Something
Delivered ROAS is decided by the auction, not by you. Breakeven MER can be derived: 1 divided by contribution margin. Here is the full loop I run against it.
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.