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Writing

The Attribution Brief.

Twice-monthly notes on what's actually working in marketing measurement. Every issue, newest first.

OCT 2026 Your Ad Worked. It Converted Where You Can't See. People find you on one screen and buy on another, behind a wall that reports almost nothing. OCT 2026 The CEO Opened Google Analytics and Cut the Budget A channel can look dead in a tool that was never able to see its sales. SEP 2026 The Platform Wasn't Underperforming. It Was Overcharging. What a CPM comparison across three CTV vendors caught that a performance review never would. SEP 2026 The Line Item Nobody Questions Brand search reports beautifully. That's exactly why it deserves scrutiny, not less. AUG 2026 I Knew What Their ROAS Would Say Before They Ran a Single Ad AUG 2026 Most of Your Revenue Has Nothing to Do With Your Advertising

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