View Article The 3 Meta CAPI Mistakes That Are Costing You Conversions
Meta's Conversions API is supposed to close the attribution gap. But most implementations have the same 3 mistakes that make the data worse, not better.
Read article
Blog
Writing
Practitioner guides on measurement infrastructure, server-side tracking, and privacy-safe analytics.
View Article Why Your Server-Side Tracking Migration Keeps Failing
Most sGTM migrations stall because teams treat it as a tag swap instead of an architecture change. Here's the 4-step process that actually works, based on 20+ implementations.
Read article
View Article Your "HIPAA-Compliant" Tracking Probably Isn't
I've audited tracking setups at healthcare companies that were confident they were compliant. Most had PHI flowing through Google Ads tags. Here's how to check yours.
Read article
View Article The Attribution Window Mismatch: How Standard BI Infrastructure Killed a 4.2x ROAS Channel
Why we stopped optimizing media buying and started optimizing our measurement stack. A deep dive into fixing B2B attribution for considered purchases.
Read article
View Article The Retargeting Fallacy: A Case Study in Incrementality vs. Attribution
High ROAS is often a signal of selection bias, not efficiency. In this case study, I break down how a luxury retailer’s "profitable" retargeting campaign was actually a negative-leverage tax on their most loyal customers—and how we proved it with a simple RCT.
Read article
View Article When Perfect Correlation Breaks Attribution: Why Most MMMs Randomly Assign Credit
When ad channels scale together, standard regression models fail to distinguish cause from effect. This post explores how correlated spend leads to random credit assignment and why you need randomized experiments—not just better models—to untangle the signal
Read article
View Article Beyond the Algorithm: Marketing Engineering for Serious Businesses
Why I'm writing long-form marketing systems content instead of optimizing for LinkedIn algorithms. Intelligence briefings and technical blueprints.
Read article
