The attribution you have is not the attribution you need
Every platform reports the conversions it can see and none of the ones it caused. Here is the small set of things that actually settle the argument.
Arguments we are having
internally, written down.
No trend round-ups and no predictions. These are the working notes of people who have to make the call on Monday.
Brand is a media multiplier, and you can measure it
The split between brand and performance is a budgeting convenience, not a description of how buying works. What happens when you stop pretending they are separate.
Stop optimizing the landing page. Optimize the promise.
Most conversion programmes plateau because they are testing the wrong layer. The friction that matters usually arrived before the page did.
What we learned rebuilding search for a 40,000-page catalogue
Templates, not pages. Six months of work on a site where nobody could name a single URL that mattered.
Creative testing is a sampling problem
Treating each ad as a contender to be judged is why most creative testing programmes learn nothing. Treat the batch as the unit.
The website is not the deliverable
Redesigns fail for the same reason every time, and it is visible in the content model long before launch.
