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 Google now shows invalid-click credits your CPA still counts
News Week 46: Google's core update runs into Black Friday
Learn Google counts three assists where Microsoft counts one
News At its usual pace, Google's core update ends on Black Friday
News Tag Manager now counts back-button returns as page views
Learn GA4 keeps the session but gives your banner the sale
Learn A 14% list match reads as under 5% on LinkedIn
News GA4 Data Manager can log one conversion twice in Google Ads