Insights

What we actually think.

Working notes on measurement, creative production and media buying. Written for people who do this job.

1 September 20266 min readMeasurement · Attribution
Why your platform-reported conversions exceed your actual orders
Every ad platform reports against its own attribution window, so the same order gets claimed several times. Here is how the double-count arises and how to reconcile it.
1 September 20265 min readCreative · Production
Creative versioning, not creative ideas, is the bottleneck
Always-on media needs a native asset for every placement. The constraint is rarely the idea — it is the fortieth version of it.

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