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 MMM vs last-click attribution: 104 weeks against one click
News Google's AI training opt-out will also cut Gemini's links
News AI Mode ads reach 10 more countries but get no report
News Week 44: Meta counts more by default, AI Mode ads spread
Learn Client-side vs server-side tracking: where the event starts
Learn GA4's AI Assistant channel only counts the untagged clicks
News Safari 27.2 stops capping your own cookies on CNAMEd sites
Learn Same three orders, five conversion rates