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

Learn Three tools say "last click". Each one means a different click
Learn Two kinds of click ID, and why they never swap
Learn LinkedIn counts a view for 90 days. Google, Microsoft and Reddit: 1
News Google Tag Manager now pushes gtag config into the dataLayer
Learn Why your ad platform keeps rewriting last week's numbers