Data-driven marketing

The numbers have to add up.

Education, news and analysis on AI, data, attribution and analytics — for the people who have to explain where the revenue came from. Every figure carries the source it came from and the date it was checked, and it expires when it goes stale.

Sections

Learn How measurement actually works, written from doing it.
News What changed, and what it means for the work.
Glossary The vocabulary, defined the way the industry uses it.

Latest

News Week 42: Google Ads lets you rank channels and cap Display spend
Learn Your postback URL returned 200. The conversion can still be lost
Learn The most visited US websites, and what AI does to the count
Learn Attribution is two jobs: analytics and the ad platform
Learn Three tools say "last click", each means a different click
Learn Two kinds of click ID, and why they never swap
Learn LinkedIn counts a view for 90 days. Google counts 1 day
News Google Tag Manager now pushes gtag config into the dataLayer