Your Attribution Model Is a Budget Decision You Never Made
Choosing an attribution model is a funding decision, not a measurement one. Here is what each model starves, and the question to answer first.
-
-
First-party data: the build order most companies get backwards
Most companies build first-party data in the wrong order. What to collect at each stage, and what to refuse until a decision needs it.
-
LTV:CAC Is the Most Abused Number in Your Deck
LTV:CAC is two forecasts divided by each other. A healthy ratio hides cohort decay and blended CAC. Run payback by cohort instead.
-
The Attribution Trap: Why Optimising for Last-Click Is Making Your Growth Worse
Last-click attribution measures which ad came last, not what drives growth. Here is why optimising for it defunds the channels that build your business.
-
How to Build a Marketing Measurement Framework Without a Full Analytics Team
Build a four-layer marketing measurement framework without an analytics team: KPIs, channel metrics, attribution logic, and decision triggers for founders.
-
Incrementality Testing Without a Data Science Team: A Founder’s Guide
A practical three-stage incrementality testing framework for founders. No data science team needed. Learn how to measure what your marketing actually causes, not just what it touches.
-
First-Party Data Strategy for Founder-Led Businesses: What to Collect, Why, and When
Most founders treat first-party data as a compliance task. It’s a revenue lever. Here’s a staged collection model tied to your business maturity.
-
Your Marketing Dashboard is Lying to You: How to Audit a Broken Measurement Stack
Most marketing dashboards report activity, not causality. Here are four structural gaps that make yours mislead, and how to audit each one.
-
Cracking the Attribution Code: Marketing Measurement in 2026
Stop chasing the ghost of the click. Learn how to navigate the zero-click world of 2026 by mastering visibility as ROI, always-on incrementality, and Generative Engine Optimisation (GEO) to capture high quality leads.
-
Attribution in the AI Age: Tracking the Invisible Hand
Discover why attribution is breaking in the AI era & how marketers can measure invisible influence from ChatGPT, Perplexity, & Google’s AI Overviews through new frameworks for the zero-click world.
