Marketing hub
Marketing Measurement and Attribution
Every ad platform reports its own version of success, and they all count the same sales. Good measurement means knowing which numbers to trust, which to ignore, and how to test what your marketing actually adds.
Start with the KPIs and ROAS basics, then move to attribution, incrementality tests and marketing mix modeling as your budget grows.
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Playbooks
Customer Acquisition Cost: Formula, Examples and How to Lower It
CAC is one division problem that gets complicated fast depending on what you put in the numerator. Here is how to calculate it so the number means something.
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Playbooks
Incrementality Testing: How to Know Your Ads Actually Work
Attribution tells you what your pixel saw. Incrementality testing tells you what would have happened anyway. Most accounts need the second number more.
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Playbooks
LTV:CAC Ratio: Formula, Benchmark and Worked Examples
A 3:1 ratio means nothing if you can't say which LTV and which CAC went into it. Here's how to calculate a version of this number that actually holds up.
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Playbooks
Marketing Attribution Models: A Practical Guide for 2026
Attribution decides which marketing gets the credit for a sale. Here is how the six models differ, why Google killed most of them inside Google Analytics, and how a small team should actually measure this.
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Playbooks
Marketing Budget Allocation: A Practical Framework for 2026
Most marketing budgets get built once a year and then defended, not adjusted. Here is a framework for setting the number and moving it as the data comes in.
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Playbooks
Marketing KPIs That Actually Matter, By Funnel Stage
Most marketing dashboards are full of numbers nobody acts on. Here is the shorter list that actually changes decisions, broken out by funnel stage and business model.
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Playbooks
Marketing Mix Modeling, Explained Plainly (With Free Tools)
MMM answers a question pixel-based attribution can't: how much did each channel actually contribute, once you strip out seasonality and price.
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Playbooks
Server-Side Tracking Explained: Setup, Cost and When You Need It
Your pixel is losing data every day, quietly. Server-side tracking is the fix most platforms now point to, and it is less exotic than it sounds.
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Playbooks
What Is a Good ROAS? The Real Answer Is Your Margin
A 'good' ROAS isn't a number anyone can hand you. It's your break-even point, set by your margin, plus however much profit you want above it.
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Playbooks
How to Build a Full-Funnel Performance Marketing System (Step-by-Step, 2026)
Most brands do not have a funnel. They have a few campaigns, a pixel and a hope. A system connects every stage, measures it honestly and improves one constraint at a time.