Direct and organic should not be channels in your attribution reporting

I cover why that's my take, and how to reattribute that traffic

May 19 • Barbara Galiza

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April 2026

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.

Apr 16 • Barbara Galiza

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1

March 2026

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"

Mar 24 • Barbara Galiza

10

February 2026

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.

Feb 24 • Barbara Galiza and Eric Boissonneault

1

January 2026

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…

Jan 27 • Barbara Galiza and Aditya Puttaparthi Tirumala

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December 2025

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.

Dec 22, 2025 • Barbara Galiza

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2

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.

Dec 2, 2025 • Barbara Galiza

4

1

November 2025

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.

Nov 18, 2025 • Barbara Galiza

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October 2025

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.

Oct 21, 2025 • Barbara Galiza

12

1

September 2025

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…

Sep 18, 2025 • Barbara Galiza

5

August 2025

"Some personal news"

This isn't your usual 021 issue. No marketing measurement advice today, just some personal news and a request.

Aug 7, 2025 • Barbara Galiza

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July 2025

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…

Jul 24, 2025 • Barbara Galiza

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