Insights · Measurement · Paid media · Emerging formats
Essays on performance marketing, written from inside the accounts.
What breaks, what it costs, and what I’d do about it. Most of these started as a problem on a real account.
The method. Start here
Measurement-first paid media: the full method
Audit what the platforms count, rebuild tracking once and server-side, optimize on margin-aware numbers, fence the automated campaigns, then build the channel. Every essay below is a chapter of this one.
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New
The tracking audit nobody budgets for
Broken tracking rarely announces itself; results usually look better, not worse. What I check every quarter, and why it deserves a line in the budget.
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Measurement
Server-side tracking is now the price of admission
Browser pixels now miss a real share of conversions. Why server-side GA4 and Meta CAPI became baseline, and the order to set them up in.
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Attribution doesn’t break by accident
Most attribution problems are a foundation that was never built. The three-step sequence I use to rebuild measurement before touching spend.
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Vanity metrics are a tax on bad decisions
A dashboard full of green once hid an account losing money on every customer. The metrics I optimize to instead.
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Paid media strategy
New
Stop optimizing to the form fill
Ad platforms optimize toward whatever you call a conversion. In B2B, calling it a form fill buys cheap leads sales can’t close. How offline conversion imports fix that.
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The first $10K/month, spent properly
Concentration beats diversification at small budgets. The 70/20/10 split, what to measure, and when to change course.
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Running B2B lead gen in a privacy-first era
Paid B2B lead generation for Canadian clients starts with CASL and honest tracking. Why quality beats volume.
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What AI actually changes in paid media (and what it doesn’t)
The auction was machine-run long before ChatGPT. Where AI changes the work, and the three things that stay human.
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Emerging formats
Want to see it applied
The case studies show this thinking on real accounts at ShareTrip, Daraz and Banglalink. Questions and disagreements are welcome: get in touch →