Measurement
Marketing campaigns are only as good as their measurement and reporting. Explore how data is collected, interpreted, and where measurement systems break down.
FOCUS AREAS
Tracking Infrastructure
Build tracking that survives UTMs, browsers, and platform gaps.
Attribution Models & Bias
Understand where conversion credit gets distorted and how to interpret it.
Incrementality & Lift
Prove what actually caused growth (not what received credit).
Reporting & Performance Analysis
Turn noisy data into decisions with a repeatable reporting system.
CORE IDEAS
Why attribution models describe credit, not causality.
Conversion lag, delayed impact, and premature optimization.
Why platform-reported performance is structurally biased
Why “accurate” numbers are often misleading
START HERE
New to how I approach measurement? Start with these foundational reads.
Why strong campaigns often look inefficient early, and how lag distorts optimization decisions.
Most marketing reports look at static metrics over set time periods. Elevate reporting with trend-based analysis.