Notes on measuring
short-form.
Arguments and methods, dated. For the undated explanations of how attribution works, read the answers.
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Why a campaign has to earn the word verified
Every attribution tool has a gap between what it can trace and what actually happened. Most of them fill it with a model. We grade the evidence instead, and here is the argument for that.
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The four numbers between a view and a customer
Between someone watching a video and someone paying you there are four separate conversions, each of which can be the thing that is broken. A framework for telling them apart.
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Views are not the product
A view is the cheapest thing a platform can give you, and the number it shows you most. Why the metric on the front of every app is the one least connected to whether you have a business.
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