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We built better measurement, but forgot to move the budget 😉 Marketing teams love dashboards. We built reporting layers, attribution models, CRM integrations, weekly reviews, and increasingly sophisticated measurement stacks. That was necessary, but there is an uncomfortable question I keep coming back to: How often does better measurement actually help us change where the […]

TL;DR: From 1 June 2026 on, Google Ads keeps your hourly, daily and weekly data only for 37 months, and reach and frequency for 3 years. Monthly and yearly aggregates survive 11 years, but those are useless for modeling future measurement. So the data your model needs most is the google ads data that disappears […]

Performance Marketing

Digital attribution is broken. With cookies disappearing and data silos growing, traditional models can’t keep up. Discover how regression-based attribution combines AI, experimentation, and cross-channel insights to make marketing measurable again.

Performance Marketing

Marketers are told to combine MMM, MTA, and experiments for a complete view of performance. In practice, triangulation often fails: broken attribution, weak experiments, and historic-only MMM lead to conflicting signals and decision paralysis. Here are 5 reasons why marketers should rethink this approach.

Performance Marketing

What is Causal Impact Analysis and how does it work? Learn the basics, its importance, and applications in our latest article!

Performance Marketing

Artificial Intelligence (AI) continues to reshape the landscape of performance marketing, evolving from a buzzword to a central strategic tool. With consumer enthusiasm returning and businesses exploring AI’s potential, 2025 presents both exciting opportunities and critical challenges.  In this blog, we will talk about  five pivotal trends that will define the future of performance marketing. […]