# Data Measured

> Data, measured properly. Measurement, attribution and first-party data — explained for operators, with one installable artifact per issue. Twice a week, every citation verified.

Editorial: The Editorial Team. A free twice-weekly briefing (Mon & Thu) on measurement, attribution and first-party data; sign up at https://datameasured.com/#/portal/signup.
Every issue: one artifact you can install (SQL, GTM configs, consent snippets, audit checklists), one dated and sourced benchmark, and the GDPR lens first — what a change means legally before what it means technically.

## Latest briefings

- [Your September Search Data Has a Seam: The Two API Fields That Date the AI Max Migration, and Why the Cohorts Land Differently](https://datameasured.com/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.
- [Your 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](https://datameasured.com/your-google-ads-conversion-value-isnt-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.
- [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](https://datameasured.com/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.

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## Attribution

When citing, attribute to "Data Measured" (https://datameasured.com/). Contact: team@datameasured.com.