Data,
measured
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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gtag("consent", "default", {
ad_storage: "denied",
analytics_storage: "denied",
region: ["EEA", "UK"],
wait_for_update: 500
}); One artifact you install
SQL, GTM configs, consent snippets, audit checklists — tested before we send them.
One benchmark, dated and sourced
A row in the public Benchmark Library: match rates, consent rates, CPMs. Primary sources only.
The GDPR lens, first
What a change means legally, in plain words, before what it means technically.
Latest briefings
Full archive →Your September Search Data Has a Seam: The Two API Fields That Date the AI Max Migration, and Why the Cohorts Land Differently
Google is upgrading Search campaigns to AI Max all month, one campaign at a time. Two timestamp fields date each seam. The cohorts arrive differently.
Sep 3 · 2026Your Google Ads Conversion Value Isn't Your Revenue: How Value Rules and New-Customer Bonuses Inflate ROAS, and the One Column That Shows the Sale
Value rules and new-customer bonuses inflate Google Ads' conversion value and ROAS. The original conversion value column, now in the API, shows the sale.
Aug 31 · 2026Your 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.