Long-form thinking,
written by operators.
We write because we have to think, and we publish because we think it might be useful. Essays as record of how we approach the work — not blog posts as content marketing. No 400-word listicles, no SEO filler. Things you might actually want to read.
Showing Attribution. Topic hubs above are the curated reading lists.
Recent essays.
Server-side tracking and the Conversions API: a practical 2026 setup.
Server-side tracking is no longer optional. The browser pixel misses too much, and the gap is widening every year. This is a practical look at how Conversions API and Enhanced Conversions work, what a trustworthy setup looks like, and where implementations go wrong.
Attribution after iOS 14: what actually works.
Pixel attribution is not coming back, and the difficulty has moved on from missing data to something subtler: platforms now fill the gaps with modeled estimates displayed alongside observed conversions. Platform claim, observed correlation, modeled contribution, measured incrementality. Four numbers, four meanings, and most budget mistakes come from confusing them. Here is the stack that separates them.
Written by operators, not content teams.
One essay when we find something worth your time, from people running real accounts. How we research and correct this writing is set out in our editorial policy.
no tracking · no spam · sent when we find something
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