Latest Posts
A complete collection of published articles and recent updates.
How I Structure Weekly Marketing Performance Reporting
Weekly reporting is one of the most important functions in a successful marketing organization, and one of the most misunderstood.
Most weekly reports miss the point. They focus on as many KPIs...
Why Static Metrics Break Marketing Reporting
Marketing reports sit at the core of performance marketing. They determine what teams learn, what gets optimized, and ultimately which ideas survive.
The problem is that most reports answer the wrong question....
Why Your TikTok Ads Aren’t Working (You’re Measuring the Wrong Thing)
TikTok Ads gives advertisers the chance to reach people while they’re actively consuming content. More than Facebook or Instagram, it’s where attention actually lives.
The problem...
Why Hook Rate Is the Real Optimization Metric in Meta’s Andromeda Era
Meta’s Andromeda update has fundamentally changed how ads win on the platform. Segmented campaigns are no longer best practice. Consolidation now drives better performance.
As audience...
How to Get Google Performance Max to Work in 2026
When Google announced Performance Max in 2020, there was a lot of speculation that it would be the new way to run advertising campaigns on the platform. Traditional search was dying.
Fast-forward 5...
Why Standard Google Conversion Tracking Breaks Down in 2025
Google Ads API Integration for Custom Conversion Tracking
TL;DR
Google’s newer campaign types (Performance Max and Demand Gen) blur the line between demand creation and demand capture,...
Creative Analysis in the Meta Andromeda Era: Best Practices for 2026
For years, creative analysis was simple: Pick your KPI, check which ads hit the lowest CPA, pause the losers, scale the winners.
That model died with Andromeda.
Meta’s new AI stack...
Feeder Campaigns: The Simple Strategy That Fixes Algorithm Blind Spots
In today’s world of algorithmic ad optimization, reaching the right audience has never been easier, but harder at the same time. We’ve reviewed the tendency of campaigns...
How to Set Up Your First Media Mix Model
Proving what works in advertising used to be as easy as setting up a website pixel and tracking what ads drove conversions. These days with multiple devices, long decision phases, and a million ways to learn...
Why Most Marketers Misallocate Budget (And How MOI Fixes It)
Most marketers allocate budget based on top-line performance: “which markets drive the most sales?” Others rely on assumptions like “our audience mostly lives here.” And simpler still, many...