Marketing measurement and analytics | 021 Newsletter

Marketing measurement and analytics | 021 Newsletter

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Talk me through your 2026 marketing plans
We’re deep in planning season, and it’s time to define what data initiatives are needed to make your marketing ideas a reality.
 • Barbara Galiza
Are You Still Running Paid Media Like It's 2015?
If you're oversegmenting campaigns and underestimating the role of conversion events, then get yourself comfortable and read this article.
 • Barbara Galiza
Dynamic URL (UTM) parameters: what are they, why you need them and how to implement
Leveraging features like ValueTrack parameters (aka auto-tagging) is crucial for complete, granular reporting. And your marketing team will thank you…
 • Barbara Galiza
When marketing tracking breaks: my process for troubleshooting conversion events
I cover how to identify where tracking failures occur, tools that can help you with this, and how to build systems that make future troubleshooting…
 • Barbara Galiza
"Some personal news"
This isn't your usual 021 issue. No marketing measurement advice today, just some personal news and a request.
 • Barbara Galiza
Do You Still Need an MMP in 2025? Attribution alternatives for measuring paid campaigns in a post-ATT world
We cover how to measure mobile install campaigns with and without a third-party Mobile Measurement Partner on Google Ads, Meta Ads, Programmatic and…
 • Barbara Galiza
From begging engineers to writing Regex: AI's marketing measurement revolution
Six ways I use AI for measurement work and why technical democratization can hurt your competitive advantage
 • Barbara Galiza
How to move from tCPA to tROAS with conversion value prediction
We cover how to optimize paid campaigns for the most valuable users by leveraging predicted conversion values, like lead scoring
 • Barbara Galiza and David Loris
Marketing metrics you shouldn’t take at face value, and why
Measuring data can be just as important as ignoring data. We cover different metrics that you should pay extra attention to before committing to…
 • Barbara Galiza
Behind 021: How I help companies turn marketing data into marketing performance
An overview of the projects I work on and how I help companies achieve their business goals with better decision making + data signals
 • Barbara Galiza
Tackling marketing attribution: key learnings from our Attribution Masterclass
What we've taught on measuring true campaign performance and proving marketing ROI.
 • Barbara Galiza
A step-by-step guide on measuring ROAS for paid campaigns
We cover the four steps you must take in order to measure Return On Ad Spend (ROAS) of your performance marketing campaigns.
 • Barbara Galiza
Marketing measurement and analytics | 021 Newsletter
Marketing measurement and analytics | 021 Newsletter
Helping marketers make sense of data, from zero to one. Learn about marketing attribution, growth models, incrementality, and more.
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Marketing measurement and analytics | 021 Newsletter

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