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How to Change Your Attribution Lookback Window
Learn how to configure attribution lookback windows for your business. Includes recommended windows by industry, A/B testing methodology, and common mistakes to avoid.
How to Reallocate Marketing Budget Using Attribution
A practical workflow for using multi-touch attribution data to reallocate marketing budget. Includes the 5-step reallocation process, sensitivity analysis, common pitfalls, and a downloadable budget template.
When to Change Your Marketing Budget: The Decision Framework
Not every bad week means you should cut budget. Not every good month means you should scale. Here's the data-backed framework for when to actually change your marketing spend.
The Algorithm Tax: What Pausing or Restarting Ads Actually Costs You
Pause Google Ads for 7+ days and CPA jumps 25-40% during the learning-phase rebuild. Same for Meta. Here's the cost breakdown by platform, with a fix.
Diminishing Returns in Ad Spend: The Marginal ROAS Hiding in Your Average
A channel showing 4x average ROAS can return only 0.6x on the next dollar. Average ROAS hides marginal ROAS. Here's how to find your true saturation point.
How to Shift Budget Between Channels Without Breaking Everything
Cutting Meta by 50% and dumping it in Google resets algorithms on both sides. Here's the protocol for cross-channel budget shifts that preserves performance — including when to shift from paid to organic.
How to Test Budget Changes: From Simple Checks to Statistical Experiments
Uber saved $135M by testing before reallocating. eBay proved 99.5% of branded search was waste. Here's how to test budget changes at every level — from a 5-minute CRM check to full geo holdout experiments.
Seasonal Marketing Budget Calendar: Q1 to Q4 Ad Spend by the Month
Q1 has the year's cheapest CPMs. Q4 the most expensive. Month-by-month guide for when to scale ads and when to pull back, with cost benchmarks.
Why Your ROAS Numbers Don't Match Across Platforms (It's the Default Windows)
An attribution window looks like a reporting preference but works as a claim about how long an ad gets credit, and the vendor owns it, changes it, and applies the change backwards. Here is how that silently moves your budget.
Why One User Shows Up as Multiple Visitors (and Caps Your Attribution)
Attribution models divide credit inside a stitched journey. If identity resolution never joins a touchpoint to the converting user, no model can credit it. Here's how stitch rate caps attribution accuracy, and what raises the ceiling.
When Attribution Models Disagree: Which Number Do You Trust?
Finance distrusts attribution because it arrives as a single confident number that changed 4x last quarter. Report the spread between models instead: reallocate where they agree, run a holdout where they disagree.
Questions to Ask an Attribution Vendor (+ Scorecard)
A weighted scorecard and a five-question demo audit for evaluating attribution vendors. Score seven categories 1 to 5, weighted to 100, on whether the tool measures your marketing or launders a platform's.