Why marketing measurement is broken
Platforms grade their own homework
Every ad platform's attribution gives itself too much credit. Meta says it drove the sale. Google says it drove the sale. Someone's lying, and it's usually both of them.
Third-party cookies are disappearing
The tracking layer that powered last-click attribution for 20 years is being dismantled. Most measurement stacks aren't ready for what comes next.
One method is never enough
Any single measurement approach has blind spots. Triangulation means using multiple methods to stress-test your conclusions, and catching the errors before they cost you.
The triangulation framework
Three complementary measurement methods, each with strengths and limitations. Together, they give you the full picture.
Media Mix Modeling
Statistical models that quantify how your media investments drive business outcomes across channels, without needing user-level tracking. Best for understanding the long-run effect of brand and reach campaigns.
Learn more →Incrementality Testing
Controlled experiments that measure whether your ads are actually causing conversions, or just showing up to people who would have bought anyway. The most rigorous way to prove causality.
Learn more →Attribution Modeling
Frameworks for assigning credit to touchpoints along the customer journey. Useful for optimization signals, but limited by tracking gaps and platform self-reporting. Works best when calibrated against MMM and incrementality.
Learn more →Start here
View all articles →Incrementality Testing: How to Prove Your Ads Are Actually Working
Incrementality testing is the most rigorous way to measure whether your advertising is driving real incremental conversions, or just taking credit for sales that would have happened anyway.
Feb 5, 2025 · 9 min read
What Is MMM? Media Mix Modeling Explained for Marketers
MMM (media mix modeling, also called marketing mix modeling) uses statistical analysis of aggregated data to measure how each marketing channel contributes to sales, no cookies required. Learn how MMM works, its tools and its limits.
Jan 22, 2025 · 8 min read
What Is Marketing Triangulation? A Framework for Honest Marketing Measurement
Marketing triangulation combines MMM, incrementality testing, and attribution to give you a complete picture of what's actually driving your business results.
Jan 15, 2025 · 7 min read
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