Blog
Field notes from the marketing operating system.
The field notes that actually move the needle.
- 10 min read
Geo holdout testing: how to prove your ads actually cause sales
Attribution asks which touchpoint gets credit. Incrementality asks whether the sale would have happened anyway. Geo holdout testing is the most practical way to answer the second question, even on a small budget.
- 8 min read
When is your ad account ready for Performance Max?
Every 'AI ads' tool launches the same playbook for everyone, including Performance Max on day one. Here's why cold accounts can't feed automated campaign types, and how to know when yours can.
- 9 min read
Why Meta and Google both claim the same conversion
Add up the conversions your ad platforms report and you'll get more revenue than your business actually made. Here's why double counting is structural, not a glitch, and how to fix it.
- 11 min read
How to run paid ads like a growth team when you're still a team of one
Founders waste their first ad budget on dashboards that lie and agencies they don't need. Here's how to run paid ads like a proper growth team, without hiring one.
- 13 min read
Why AI is rewriting the rules of ad optimization in 2026
Manual ad management can't keep pace with multi-platform complexity. Why autonomous AI ad optimization, with real incrementality measurement, is the only approach that scales.