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Field notes and research on paid media, memory, and the difference between a number and a decision.
92 posts in Guides & Research
Use the Pixel Event Builder or custom code, pair it with the Events API for resilient web measurement, and understand why custom events report but cannot optimize campaigns.
7 min read
Set up UET website goals, app goals, and offline conversions — and treat the UET Conversions API as the pilot it currently is rather than assuming account access.
7 min read
Implement Pinterest tag events, enhanced match, and the Conversions API — including the product event metadata dynamic retargeting depends on.
6 min read
Build a Meta setup around a dataset, the Pixel, and the Conversions API — with strong matching, correct values, and reliable deduplication rather than more events.
8 min read
The eight standard Reddit events, the Pixel and Conversions API paths, and why deduplication is mandatory when both send the same conversion.
6 min read
Conversion actions, GA4 import, enhanced conversions, calls, and the June 2026 shift toward Data Manager for offline uploads — set up so one real outcome becomes one usable conversion.
8 min read
Set up the Insight Tag and Website Actions for web outcomes, and CAPI or CSV for CRM stages — with Qualified Lead as the lifecycle category to favor and rules associated to campaigns.
7 min read
The hub for conversion tracking across Google, Meta, LinkedIn, TikTok, Reddit, Microsoft, and Pinterest — the decisions to make before you touch a tag, plus a per-platform guide index.
9 min read
In 2025 they sold you the map. In 2026 they sold each other the territory: a $1.9B acquisition, a unicorn, and free measurement from Microsoft — against AI referral traffic that still rounds to zero. What held up, what didn't, and what to actually do.
10 min read
Gartner's 2026 data shows AI restructured marketing rather than shrinking it — labor's budget share rose to 24.5% while only 30% of CMOs can scale AI — so this guide covers the emerging org models, which roles change, and how to decide build vs. buy vs. partner.
7 min read
With 68% of Google searches ending without a click and 94% of buying groups ranking vendors before first contact, most of the 2026 journey is invisible — this playbook covers measuring the dark funnel and building presence where AI models and buyers actually decide.
7 min read
Meta, Google, TikTok, and LinkedIn automated targeting and bidding in 2026 — Meta's Andromeda targets off creative signals and Google auto-upgrades accounts to AI Max in September — so this playbook covers the three levers advertisers still control: creative, signals, and structure.
7 min readThe record
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