Measurement · attribution · first-party data

Data,
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properly.

Twice a week: what changed in measurement, what it actually requires of you, and one artifact you can install to act on it. Every citation verified. Never vendor hype.

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336 practitioners · agencies, brands, SaaS teams · read on Mon & Thu mornings

this week's artifact · exampleconsent mode v2 · gtag

gtag("consent", "default", {
  ad_storage: "denied",
  analytics_storage: "denied",
  region: ["EEA", "UK"],
  wait_for_update: 500
});

Copy · install · auditYour MMM Overstates Paid Search: Why a 4.2x… →

Every issue · 01

One artifact you install

SQL, GTM configs, consent snippets, audit checklists — tested before we send them.

Every issue · 02

One benchmark, dated and sourced

A row in the public Benchmark Library: match rates, consent rates, CPMs. Primary sources only.

Every issue · 03

The GDPR lens, first

What a change means legally, in plain words, before what it means technically.

Latest briefings

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Aug 31 · 2026

Your MMM Overstates Paid Search: Why a 4.2x Channel Reads as 10.6x, and How to Take the Parameters, Not Just the Lift, From a Geo Test

A Zalando preprint: a standard MMM reads a 4.2x paid-search channel as 10.6x. Better controls don't fix it; the geo-test time series does. The protocol.

Aug 27 · 2026

GA4 Now Grades Your Imported Ad Cost: What the New Validation Report Checks, the Currency Rule, and Why Meta Rows Say “No Analytics Data”

GA4's new validation report tells you, per campaign, whether imported Meta or TikTok cost joined to sessions. The three keys, the currency rule, the fix.