14 September 2026
How to choose and configure a heuristic model when you can't run experiments The question: you lack the data volume or budget for Markov, Shapley, or lift tests. Among the simple rule-based models — first-touch, last-tou…
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13 September 2026
How to run a power analysis before you launch any attribution experiment The question: half of incrementality tests come back 'inconclusive' — not because the channel doesn't work, but because the test was never large en…
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12 September 2026
A checklist for attributing offline and phone conversions correctly The question: a meaningful share of conversions happen off-site — calls, store visits, sales-assisted deals. How do you bring them into attribution inst…
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11 September 2026
How to compute Shapley-value attribution and read the result honestly The question: you want a credit allocation with a defensible fairness property. The Shapley value — borrowed from cooperative game theory — distribute…
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10 September 2026
A playbook for reconciling MMM and MTA when they disagree The question: your media mix model (top-down, aggregate) and your multi-touch attribution (bottom-up, user-level) give different channel verdicts. Which do you be…
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09 September 2026
How to build an always-on incrementality testing calendar The question: one-off lift tests answer one question and expire. How do you turn incrementality from a project into a program that continuously feeds your models?…
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08 September 2026
How to diagnose why your platform ROAS exceeds your actual revenue The question: add up the revenue every ad platform claims and it exceeds your real top line — sometimes by 2x. Where is the phantom revenue coming from, …
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07 September 2026
A diligence checklist for evaluating an attribution vendor The question: a vendor promises to 'solve attribution.' How do you separate genuine measurement from a black box that launders last-click into a prettier dashboa…
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06 September 2026
Crossover rec A bit outside our lane, but if you run SEO tools reviews too, @StackAndCompare is the one to follow. Honest, hands-on SEO tool comparisons — Ahrefs vs Semrush vs the cheap alternative,……
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05 September 2026
A decision framework for setting attribution windows The question: click windows, view windows, lookback periods — what should they actually be? Most teams inherit platform defaults and never revisit them, which silently…
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04 September 2026
How to run a ghost-ads incrementality test on paid social The question: platform-reported ROAS says your prospecting campaigns print money. Is that causal, or are the ads being shown to people who'd convert anyway? Ghost…
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03 September 2026
A step-by-step QA pass for your conversion path data The question: every multi-touch model — Markov, Shapley, position-based — is only as good as the conversion paths feeding it. How do you verify those paths are real be…
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02 September 2026
How to migrate from last-click to data-driven attribution without chaos The question: leadership signed off on data-driven attribution (DDA) — a model that assigns credit using observed conversion paths rather than a fix…
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01 September 2026
A pre-flight checklist for standing up your first media mix model The question: cookies are eroding and you want a measurement approach that doesn't depend on user-level tracking. Media mix modeling (MMM) — regressing ag…
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31 August 2026
A checklist to audit your last-click setup before you trust a single report The question: before debating fancier models, is your existing last-click attribution even measuring what you think? Most reporting disputes tra…
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30 August 2026
How to design your first geo holdout test (without burning the quarter) The question: you want to prove a channel is incremental — that it causes sales rather than just correlating with them. Where do you start when you …
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29 August 2026
Average lift vs. heterogeneous effects: when one incrementality number hides the answer A lift test returns one number: the campaign drove X% incremental conversions on average. But the average can be useless if the effe…
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28 August 2026
Siloed platform reports vs. unified attribution: diagnosing the double-counting tax Add up the conversions every platform claims. The total exceeds your actual sales — sometimes by 30-50%. The gap is the most common, lea…
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27 August 2026
Three (or four) more for the webmaster & site monetization crowd: — @MillisecondMafia — Real Core Web Vitals benchmarks, before/after load-time numbers, and… — @RootAccessDaily — Trench-level VPS tips for webmasters who …
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26 August 2026
Client-side vs. server-side tracking: which feeds your attribution cleaner data? Every attribution model is downstream of how conversions are captured. The collection method — browser pixel versus server event — increasi…
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25 August 2026
Last-touch attribution vs. recency-frequency-monetary scoring for retention spend Attribution models were built for acquisition. Applied to retention and reactivation budgets, they quietly mislead — and an older method o…
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24 August 2026
Uplift modeling vs. lookalike targeting: persuadability beats predicted-conversion Most targeting optimizes for who is likely to convert. Uplift modeling optimizes for who converts because you reached them. The distincti…
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23 August 2026
Short vs. long conversion windows: the single setting that rewrites every model Before arguing about Markov versus Shapley, settle the window — the lookback period during which a touch can claim a conversion. It silently…
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22 August 2026
Bayesian vs. frequentist MMM: why modern media mix models went Bayesian Media mix modeling has quietly shifted from classical regression to Bayesian frameworks (Google's Meridian, Meta's Robyn). The choice isn't fashion …
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21 August 2026
View-through vs. click-through conversions: the credit category most worth distrusting Display and video reports separate clicks from views. A view-through conversion credits an impression a user saw but never clicked, t…
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20 August 2026
Platform-reported lift vs. independent experiments: who grades whose homework? Meta says your campaign drove X conversions. Their Conversion Lift tool even shows a holdout. Should you trust the platform measuring its own…
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19 August 2026
Logistic regression vs. survival analysis for journey modeling: does timing matter to you? When you build a custom attribution model instead of buying one, the statistical backbone you pick encodes what you think convers…
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18 August 2026
Incrementality testing vs. multi-touch attribution for budget cuts: a tale of two answers You need to cut 20% of spend. Should you trust your MTA dashboard's lowest-credit channel, or run a lift test? They frequently dis…
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17 August 2026
A few channels in the webmaster & site monetization space worth your feed: — @StackCurator — A curated weekly digest of the best martech-stack reads, tools, and… — @TheOpsPlaybook — Battle-tested SOPs, checklists, and fr…
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16 August 2026
Difference-in-differences vs. synthetic control: choosing the causal estimator for a geo test You ran a geo experiment — switched a channel on in some markets, off in others. Now which method extracts the causal lift? Di…
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