Strategy & Craft
Measuring advertising effect properly
Attribution tells you what got credited. Only a controlled test tells you what actually caused the sale, and it costs less than you think.
2 min readMar 22, 2026
Section
Strategy & Craft
Briefing, positioning, copy, design, media planning and measurement.
Strategy & Craft
The metrics that actually count
Most dashboards track twenty numbers and steer by none. Five figures cover almost every advertising decision a mid-sized firm makes.
2 min readMar 20, 2026
Strategy & Craft
Attribution models compared
Every model is a rule for dividing credit, and every rule is wrong in a different direction. Knowing which direction is the whole skill.
2 min readMar 18, 2026
Strategy & Craft
Setting up server-side conversion tracking
Browser tracking is losing data every year. Moving measurement to your own server recovers a good deal of it, and raises questions worth answering honestly.
2 min readMar 16, 2026
Strategy & Craft
A/B tests that actually mean something
Most published test results would not survive a second run. Four conditions separate a genuine finding from a coincidence.
2 min readMar 14, 2026
Strategy & Craft
Managing to lifetime value, not cost per click
Two customers cost the same to acquire and are worth ten times different amounts. Steering by acquisition cost alone systematically buys the wrong ones.
2 min readMar 12, 2026
Strategy & Craft
Reporting people actually read
A forty-page monthly report is a way of not being read. One page, five numbers, and three sentences that say what changes.
2 min readMar 10, 2026
Strategy & Craft
Mix modelling for smaller budgets
The method large advertisers use to measure offline channels has become cheap enough for mid-sized firms. It needs three years of data and no tracking at all.
2 min readMar 8, 2026