MEASUREMENT← All insights
Measuring what comes back
Platform dashboards will always tell you the spend worked. Here is how we keep the numbers honest.
Every ad platform reports its own success. They are not lying, exactly — but they are measuring from their own vantage point, and that vantage point is generous to the platform.
Attribution is a question, not a setting
The question is not "did this campaign drive conversions" but "what would have happened without it." Incrementality, blended CAC, and conversion value modelling answer that. Last-click dashboards do not.
If the number driving the decision comes from the platform spending the money, treat it as a claim, not a fact.
Server-side tracking, a clean data layer, and a reporting view tied to commercial outcomes — not platform self-reporting — is where decisions should be made. It is less flattering, and far more useful.