Strategy, advertising, and measurement for growth
Frameworks and practical insights on paid media, creative, attribution, and growth.
How This Site Is Organized
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Measurement & Analytics
How we know what actually works and where tracking lies.
Explore the measurement system →Advertising Systems
How performance is created, constrained, and scaled.
Explore advertising systems →Strategy
How decisions compound (or quietly fail) over time.
Explore strategy →Latest Articles
Stop Measuring Paid Social Ads by CTR Alone
Social media advertising is often measured using click-through rate, and with...
Landing Page Analysis Is More Than Conversion Rate
Landing pages come in many formats and serve different objectives, but...
Building A Monthly Marketing Report That Drives Strategy
Marketing measurement is an ever-moving target. Different stakeholders...
How Meta Campaign Structure Has Changed
Meta campaign structure used to be easier to understand.
Advertising campaigns...
Choosing the Right Content Type for Paid Social
Choosing the right content type for paid social can be the difference between...
A Better Creative Brief for Performance Marketing
Good creative lives at the very core of successful marketing campaigns....
Meet Connor
Hey there, so glad you’ve stumbled upon my passion project. I’m a marketer with over 8 years of agency experience planning, building, and running paid media campaigns.
Here you’ll find some of my strategies as well as new topics I find interesting along the way. If you find anything interesting, please let me know. Cheers!
Work With Me
If you want help building an ad system that’s measurable and scalable, I take on a small number of clients each month.