Marketing measurement and analytics | 021 Newsletter

Marketing measurement and analytics | 021 Newsletter

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Direct and organic should not be channels in your attribution reporting
I cover why that's my take, and how to reattribute that traffic
 • Barbara Galiza
Your conversion event is not a tracking task: 9 rules to help ad platforms find your best customers
Meta and Google have taken over targeting and bidding. Here's how to structure the one signal that still determines what they optimise toward.
 • Barbara Galiza
Triangulated attribution: using rules to eliminate biases in click-based MTA
Multiple evidence streams (incrementality, self-reported attribution) can help make MTA reporting "closer to reality"
 • Barbara Galiza
The underrated power of post-purchase surveys and how to implement them
In this article co-written with Eric Boissonneault, we cover how to calculate paid media ROAS based on HDYHAU survey answers.
 • Barbara Galiza and Eric Boissonneault
Using AI to generate insights and actionable next steps from MMM data
Aditya Puttaparthi Tirumala from Zillow takes us through on how to build an AI co-pilot to help marketing teams make better and faster decisions from…
 • Barbara Galiza and Aditya Puttaparthi Tirumala
Client-side vs server-side for paid media: deciding what to use when
In this article sponsored by Stape, we cover the trade-offs of firing conversion events from the client or from the server.
 • Barbara Galiza
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 is crucial for complete, granular reporting. And your marketing team will thank you for it.
 • 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
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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