The Ad Spend

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Notes on running an account that remembers

Field notes and research on paid media, memory, and the difference between a number and a decision.

AllGuides & ResearchReferenceProduct
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ReferenceOctober 6, 2025

Data-Driven Attribution (DDA)

Data-Driven Attribution (DDA) explained — Google's default model, credited algorithmically across touchpoints. The 2026 standard.

2 min read
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ReferenceSeptember 29, 2025

Attribution Window

Attribution window explained — the timeframe for crediting conversions to an ad. Shorter windows are the 2026 privacy-era norm.

2 min read
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ReferenceSeptember 22, 2025

View-Through Conversions (VTC)

A view-through conversion credits an ad that was seen but not clicked. Meta's March 3, 2026 attribution change reshaped how it is counted — here is the new default window.

2 min read
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ReferenceSeptember 14, 2025

Incrementality Testing: A Practical 2026 Playbook

A practical 2026 playbook for incrementality testing: what it measures, when to use geo holdouts versus conversion lift versus audience holdouts, how to design tests that survive scrutiny, and how to triangulate results with MMM and attribution now that Meridian and GeoX have made geo experiments mainstream.

9 min read
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ReferenceSeptember 7, 2025

Lifetime Value (LTV)

Calculate customer lifetime value. LTV determines max CAC. Most businesses underestimate and underspend.

2 min read
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ReferenceAugust 31, 2025

Customer Acquisition Cost (CAC)

CAC includes all acquisition costs, not just ads. SaaS $200-500, E-commerce $20-100. Compare to LTV.

2 min read
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Guides & ResearchAugust 25, 2025

The Great AI SEO Scam of Mid-2025

A Toronto e-commerce firm paid $50,000 to a "Generative Engine Optimization expert" to dominate AI search. Six months later: zero AI traffic, no citations.

13 min read
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ReferenceAugust 24, 2025

LTV:CAC Ratio

LTV:CAC ratio explained — lifetime value vs. acquisition cost. The core unit-economics health check, still ~3:1 as a 2026 benchmark.

2 min read
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ReferenceAugust 17, 2025

Marketing Qualified Lead (MQL)

Marketing Qualified Lead (MQL) explained — a lead meeting marketing's bar to pass to sales. Reassessed in 2026's long, multi-stakeholder journeys.

2 min read
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ReferenceAugust 10, 2025

Sales Qualified Lead (SQL)

Sales Qualified Lead (SQL) explained — a lead sales has vetted as a real opportunity. LinkedIn influences ~30% of SQL sessions in 2026.

2 min read
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ReferenceAugust 3, 2025

Pipeline

Pipeline explained — the value of in-progress deals. In 2026, most of the B2B journey happens before pipeline even starts.

2 min read
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ReferenceJuly 30, 2025

LinkedIn Message Ads (InMail) Benchmarks 2026

2026 LinkedIn Message Ads benchmarks: ~$0.81 cost per send, ~47% open rate, ~3.2% CTR, ~$118 CPL.

2 min read

The record

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