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Notes on measuring media.

Cover: How to reconcile marketing attribution to revenue

Attribution vs MMM

How to reconcile marketing attribution to revenue

Reconcile marketing attribution to revenue in five steps. A synthetic $540,000 conversion total bridges to $500,000 of ledger revenue, 0.4% left unexplained.

Sep 20, 2026

Cover: Incrementality vs attribution: what credit cannot tell you

Attribution vs MMM

Incrementality vs attribution: what credit cannot tell you

Incrementality vs attribution in one synthetic test: attribution credited 900 conversions, but a randomized holdout measured 150, with an interval of 25 to 275.

Sep 19, 2026

Cover: Marketing measurement without cookies: what survives

Attribution vs MMM

Marketing measurement without cookies: what survives

Marketing measurement without cookies: in a synthetic month, Safari's 7-day storage cap left 27.3% of conversions unmatched. See which methods survive and why.

Sep 18, 2026

Cover: Attribution vs marketing mix modeling: when each one fits

Attribution vs MMM

Attribution vs marketing mix modeling: when each one fits

Attribution vs marketing mix modeling: six rules split one channel's credit from 2.5% to 33.3%. See what each method answers, needs and cannot show you.

Sep 17, 2026

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