Can a channel improve in every segment yet look worse overall? The question: a channel's conversion rate rose in mobile, rose in desktop, rose in tablet — but its blended rate fell. Your reporting say…
Are your newest campaigns being unfairly penalized by math? The question: you compare last week's campaign to last quarter's and the new one looks worse. But conversions take time to land. Could the c…
Is your incrementality win real, or did you just test during a novelty spike? The question: you run a clean lift test on a new channel or creative, see strong incremental conversions, and scale. Three…
Is the 'naive' linear attribution model actually the most honest one? The question: linear attribution splits credit equally across every touch in the path. It's dismissed as simplistic — the model yo…
Does retargeting work, or does it just take credit for people coming back anyway? The question: retargeting reliably shows spectacular last-click and even data-driven ROIs. It also shows ads to people…
Why is the attribution window the most consequential decision nobody debates? The question: every attribution system has a lookback window — 7 days, 30, 90 — defining how far back a touch can claim cr…
