Measurement & Analytics

Server-Side Event Tracking: What Changes and What Does Not

Server-side event tracking is often presented as a fix for every measurement problem. It solves several of them well, leaves others untouched, and introduces a set of operational questions that…

Building a Monthly Media Review Pack

A monthly review that consists of a dashboard walkthrough wastes the only hour in the month when commercial decisions can be made. A useful pack answers three questions and leaves…

Reconciling Platform Spend Against Bank Movements

A media plan earns trust when the numbers in the report match the numbers in the bank account. Reconciliation is unglamorous work, but it is the practice that separates a…

Attribution Windows and Why They Change Reported Performance

Two platforms reporting on the same campaign can disagree by a wide margin without either of them being wrong. The difference is usually the attribution window, and understanding it prevents…

Setting Up Conversion Tracking Your Finance Team Can Trust

Conversion tracking is usually configured to serve the advertising platform. That is a reasonable starting point, but it leaves the numbers disconnected from the ones the business uses to judge…