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How to measure what actually becomes revenue
Writing for operators: attribution, conversion delivery, identity, and the mistakes that cost the most precisely because they raise no error on screen.
What a CDP actually is, and when it is worth having one
CDP became a sales term before it became an understood category. This piece covers what a customer data platform really does, what it does not, and the signal that tells you it is time to have one.
Paid mediaMeta CAPI: sending server-side conversions without double counting
Meta’s Conversions API recovers the purchases your browser pixel loses. This guide covers deduplication, the parameters that actually move match quality, and the mistakes that teach your campaign the wrong thing.
August 16, 2026 · 11 min read
AttributionWhy the ad platform and your checkout never agree
Every launch meeting has this argument. The numbers disagree because they measure different things — and there is a way to stop debating and start measuring the gap.
August 16, 2026 · 8 min read
AttributionSales attribution: the only two paths that exist
Every sale attribution falls into one of two mechanisms. Understanding both — and where each one breaks — explains most of the sales that show up as "unknown source".
August 16, 2026 · 7 min readStart measuring what actually becomes revenue
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