Resources
Field notes on measurement, growth and AI
Technical guides on attribution, MMPs, ROAS, pipeline and AI automation — written to be useful to the person making the decision, not to chase a keyword.
ROAS vs incrementality: which metric for which decision
ROAS measures attributed efficiency; incrementality measures causal impact. When to use each, how to design a lift test, and the formulas behind iCPA and iROAS.
GEO and AEO for B2B: how to get cited by AI systems
How to show up in AI Overviews, ChatGPT and Perplexity without tricks: verifiable authority, clear entities, retrievable content and honest measurement.
Cheap leads vs real pipeline: why CPL misleads you
Optimizing to CPL buys cheap volume and noise. How to move to value-based optimization using CRM stages, response SLAs and offline conversion feedback.
Broken attribution: how it distorts your CAC and your decisions
How attribution breaks, why your reported CAC stops describing reality, and a tiered diagnostic protocol to catch it before you reallocate budget.
Attribution models and how to evaluate an MMP
How attribution actually works on web and mobile, which model to use for which decision, and a practical framework for choosing between AppsFlyer, Adjust, Singular, Branch, Kochava and Tenjin.
AI agents for paid media: safe automation tiers
What to automate with AI in marketing and what not to. Four autonomy tiers, non-negotiable guardrails, and the KPIs that tell you whether the agent is worth it.