Performance Marketing
Attribution models, ROAS, media mix modeling, and incrementality testing.
8 articles
Server-side tracking field guide: the players who shaped how we measure everything
A curated rundown of the companies, products, and milestones that defined server-side tracking and the conversions API landscape. Know these names and you understand why client-side measurement is no longer sufficient.
Jul 30, 2026How Procter & Gamble rebuilt its media mix modeling capability and what it actually changed
Procter & Gamble spent years dismantling its traditional media mix modeling infrastructure in favor of digital attribution tools, then reversed course when the data stopped making sense. Their path back offers a practical blueprint for CMOs trying to measure marketing at scale without being held hostage to platform-reported metrics.
Jul 17, 2026Attribution in 2026: why last-click is still killing your budget decisions
Most marketing teams still anchor budget decisions to attribution models that were outdated five years ago. Here is what has changed, and what CMOs need to do differently.
Jul 10, 2026Attribution in 2026: why your last-click data is lying to you
Most marketing attribution models still reward the last touchpoint before conversion, systematically misallocating budget and distorting strategic decisions. Here is what CMOs need to understand about where measurement is now, and what to do differently.
Jul 3, 2026Attribution in 2026: why your last-click data is lying to you
Most attribution models still reward the last touchpoint before conversion, quietly misallocating budgets worth millions. CMOs who haven't rebuilt their measurement architecture are optimising for the wrong signals.
Jun 26, 2026The attribution illusion: why your performance marketing data is lying to you
Most CMOs are optimizing toward metrics that flatter their agency relationships rather than reflect business reality. Here is how to rebuild attribution as a strategic asset rather than a reporting convenience.
Jun 20, 2026The attribution illusion: why your performance marketing dashboard is lying to you
Most CMOs are optimizing their performance marketing budgets based on attribution models that were designed for a simpler internet, one that no longer exists. Understanding where these models break down isn't just an academic exercise; it's the difference between compounding competitive advantage and systematically misallocating millions of dollars.
Jun 14, 2026The attribution illusion: why most CMOs are optimizing for the wrong metrics
Attribution models promise clarity on marketing ROI, but most are quietly misleading the executives who rely on them most. Here's what sophisticated CMOs need to understand about the gap between measurement and reality.