Most marketing measurement fails before the dashboard: the ad platform is optimizing for the wrong event, the offline pipeline is invisible, or the CRM and the ad accounts disagree about who a customer is. Fix the signal first and every other decision gets cheaper.
These articles cover the diagnosis (is it working, why is CAC up) and the plumbing (server-side tracking, offline conversions, identity) that makes the answer trustworthy.
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Measurement & attribution · September 1, 2026 · 8 min read
Every chart in the monthly review points up and you still cannot tell if any of it worked. Three questions a non-marketer can ask about finished work.
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Measurement & attribution · September 2, 2026 · 8 min read
Blended CAC climbs three quarters running and every channel owner is right about their own line. How to separate a mix shift from a channel problem.
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Measurement & attribution · July 8, 2026 · 7 min read
Your cost per signup keeps falling but revenue stays flat. Why ad platforms optimize the wrong event, and how server-side tracking fixes it.
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Measurement & attribution · August 7, 2026 · 8 min read
When marketing can ship production code, the build-versus-buy math inverts. What I built at Leverage Companies, and what I bought.
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Measurement & attribution · July 30, 2026 · 10 min read
Your ads optimize on form-fills while revenue closes weeks later in the CRM. How I fed Salesforce sale stages back to Meta as offline conversions.
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Measurement & attribution · July 25, 2026 · 6 min read
Build a customer data platform your CRM, Stripe and ad tools all agree with. Phone-first identity on AWS for about $30 a month. See the build.
Read the article →Ask what each piece of work predicted before it shipped, then check the prediction against a number that reaches the P&L. Activity metrics without a prediction cannot be judged.
Decompose it: auction price, click-to-lead rate, lead-to-customer rate, and mix shift between channels. CAC rarely rises for one reason, and the fix depends on which term moved.
You need a single answer to who a person is across your systems. That can be a $30-a-month build if the identity rules are right; the vendor is the least important part.
I write about what actually moved the numbers. If any of it maps to what you're facing, let's talk.
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