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 Week 45: Meta buys Android by default, Google adds call data
Learn Browsers strip your click IDs and leave your UTMs
News Meta API v27 lets your iOS ad sets buy Android by default
News IAB's ECAPI rules let clean rooms take unhashed emails
Learn Conversion modeling has a floor, and only Google publishes it
Learn Server-side tags drop consent unless your code sends it
Learn MMM vs last-click attribution: 104 weeks against one click
News Google's AI training opt-out will also cut Gemini's links