Attribution

How clicks become customers — and what gets lost in between.

• What is marketing attribution? — Marketing attribution assigns credit for a conversion to the touchpoints that preceded it. Here are the models, the trade-offs, and why reports disagree.
• The 2026 ad waste accountability report — Why platform-reported clicks need independent proof, and how to find recoverable waste before your next budget cycle.
• The anatomy of a failed campaign — A walkthrough of where paid media budget actually breaks down — and what the platform report never shows you.
• The forensic financial audit — The same audit, translated into the language finance uses to approve budget.
• The missing transaction record — Paid media is the only line item on the P&L with no transaction record behind it.
• B2B paid media accountability briefing deck — The deck version of the briefing, for teams whose reports do not survive contact with the CRM.
• The ultimate customer journey KPI cheat sheet — A standalone reference for marketing and sales teams to categorize, calculate, and source critical performance metrics across the full customer lifecycle.
• The great ad waste engine  — A manifesto on the Arbitrage of Opacity in digital advertising, plus a downloadable workbook of the four provenance, laundering, verification, and deletion questions every CMO should ask their AdTech vendor.
• The ROAS roast — replacing outdated AdTech and surveillance targeting — The ROAS roast: why ROAS misleads paid media decisions and what replaces surveillance-era AdTech targeting.
• The B2B paid media accountability briefing — A short briefing for B2B teams whose paid media reports do not survive contact with the CRM.
• The attribution you have is not the attribution you think — Why most marketing attribution measures the wrong thing, and what to measure instead.
• The post-cookie attribution playbook — Nine plays for measuring paid media when the cookie is gone, the dashboards lie, and finance is asking pointed questions.
• UTM hygiene is a myth and we should stop pretending — UTM tagging conventions fail in predictable ways. Here is why, and what to do instead.
• Estimate your effective ad spend — Plug in your monthly spend and we surface the verified-human delta. No login. No email gate. The number is uncomfortable.
• First-party attribution canvas — The one-page worksheet we run with every pilot. Maps signals to surfaces to decisions. Print it, fill it in, argue with sales.
• Privacy-first measurement is just measurement — How to think about measurement when third-party signals keep shrinking.
• The recovery calculator — Live model. Pulls your billed spend, applies a verified-human factor, and returns the recoverable delta. Numbers refresh as you type.