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
Campaign Management Automation: What to Automate
Efficiency isn’t just a campaign goal, it’s a necessity in...
Why Efficient Campaigns Feel Safer — and Teach You Less
In paid media, efficiency is comforting.
Known audiences. Familiar...
Why Paid Media Optimization Stops Working Before Performance Does
Paid media management has always been built around optimization....
Why Scaling Too Early Destroys Learnings
You start running a campaign at a low daily budget. It performs well, driving...
How Strong Does the Evidence Need to Be?
All marketers have had to make decisions without complete data. That reality isn’t...
Why Attribution Breaks Down as a Decision System
Attribution changed the entire game of marketing. Instead of running an...
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.