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…

13 hrs ago • 

Barbara Galiza

2

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 • 

Barbara Galiza

6

1

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 • 

Barbara Galiza

4

June 2025

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

Jun 24 • 

Barbara Galiza

6

2

May 2025

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

May 27 • 

Barbara Galiza

 and 

David Loris

2

April 2025

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…

Apr 17 • 

Barbara Galiza

8

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

Apr 13 • 

Barbara Galiza

2

March 2025

Tackling marketing attribution: key learnings from our Attribution Masterclass

What we've taught on measuring true campaign performance and proving marketing ROI.

Mar 11 • 

Barbara Galiza

6

February 2025

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.

Feb 11 • 

Barbara Galiza

7

2

January 2025

The Ultimate Guide of The Best Marketing Measurement Practices For $1M+ Annual Paid Media Spend

Eight measurement strategies to optimize marketing measurement, reduce wasted ad spend, and make data-driven decisions at scale.

Jan 23 • 

Barbara Galiza

6

How to Measure Affiliate Marketing

We cover how MMM, coupons, bottom funnel and top of funnel metrics can help you understand the performance of your affiliate campaigns.

Jan 7 • 

Barbara Galiza

, 

Mike Currey

, and 

Lacie Thompson

2

December 2024

How granular reporting helped VEED.io increase 6-figure monthly Paid Search spend while flatlining CAC

We cover how a shift from CAC to ROAS measurement led to a new campaign taxonomy and improved performance for SaaS VEED.io

Dec 12, 2024 • 

Barbara Galiza

5