Building a Measurement Framework That Survives Platform Changes
Platforms change their APIs, tracking regulations tighten, cookie support erodes. Here's how to build a measurement framework that doesn't need to be rebuilt every time a platform changes the rules.
Self-Reported Attribution vs Tracked Attribution - A Comparison of 10,000 Deals
Ask customers how they found you and you get one answer. Check your tracking data and you get another. Across 10,000 B2B deals, here's what the gap actually looks like.
The LinkedIn Attribution Gap for B2B Marketers
LinkedIn looks expensive in every attribution report. It's also where your buyers spend their professional time. Here's why the numbers don't tell the full story.
Multi-Touch Attribution vs. Last-Click: Why the Gap Matters More Than You Think
Last-click is fast and easy to explain. It's also wrong for most businesses. Here's what happens to your budget when you switch to multi-touch.
Why Your CRM and Ad Platform Numbers Never Match
Google says 400 conversions. Your CRM shows 280 leads. Finance says 190 became pipeline. The gap isn't a glitch - it's structural. Here's what's actually happening.
Incrementality Testing - The Gold Standard Nobody Has Time For
Attribution models tell you what channels got credit. Incrementality tests tell you whether turning off a channel would actually hurt. Most teams never run them.
The Cookie Deprecation Timeline and What It Means for Attribution
Third-party cookies are going away. Safari and Firefox already blocked them. The practical question isn't whether to prepare - it's whether you've already started.
Marketing Mix Modeling vs Multi-Touch Attribution - When to Use Which
These aren't competing tools. They answer different questions. Getting confused about which does what is why most measurement strategies fall apart.
How to Justify Your Marketing Stack to a CFO (With Real Numbers)
Finance doesn't care about click-through rates or engagement scores. They care about dollars in versus dollars out. Here's how to build a CFO-ready attribution argument.
How a B2B SaaS Company Reallocated $400K in Ad Spend After Switching Models
A mid-market operations platform was spending efficiently by every platform metric. Their attribution data was wrong. Here's what happened when they fixed it.
The Multi-Touch Attribution Model Nobody Implements Correctly
Most teams know they need multi-touch attribution. Fewer than 20% set it up in a way that produces reliable data. Here's where the wheels come off.
5 Signs Your Attribution Model is Lying to You
Not all attribution problems are obvious. Some look like good numbers. Here are five warning signs that your current model is misleading you - and what to check first.
Last-Click Attribution Is Lying to You and Your Budget Shows It
You've been giving full credit to the last ad someone clicked before they converted. Your budget allocation is built on that number. Here's why that's a problem.