The Playbook

Stop guessing what your marketing delivers.

The Marketing Triangulation Playbook is the step-by-step system to measure what your ads actually contribute: attribution hygiene, incrementality testing and MMM lite, triangulated in one dashboard. Built for marketers without a data team.

18+ implementation chapters · 6 working templates · lifetime updates · one-time payment

The problem

Your platforms all claim credit for the same sales. Add their reported conversions together and you get more revenue than your webshop made. Every budget decision built on those numbers is a guess.

Why tools don't fix it

Measurement software starts at $1,000 per month and still needs someone who understands the methods. Consultants start at $50,000. Between free blog posts and that, there was nothing.

What this is

The exact working method: what to set up, what to test first, which numbers to trust, and the templates to execute it. Written by a practitioner who runs ad accounts daily. No tool to sell you.

What's inside

Module 1: Attribution Hygiene

Week 1

Platform numbers you can read without being fooled

✓Set your attribution baseline in Google Ads, Meta and GA4
✓The reconciliation audit: platform claims vs actual sales
✓How to read platform numbers (windows, view-through, modeled conversions)
✓Tracking hygiene: UTM discipline, dedup, server-side basics

Module 2: Incrementality Testing

Weeks 2-4

Ground truth: which channels actually drive sales

✓Incrementality fundamentals and iROAS
✓Design your first geo holdout test (with sample size calculator)
✓Run the test without ruining it
✓Read results and make the call
✓Channel-by-channel testing playbooks
✓Scale from one test to a testing program

Module 3: MMM Lite

Weeks 5-8

Budget allocation grounded in your own data

✓MMM without the mystique (adstock, saturation, honest requirements)
✓Prepare your MMM dataset
✓The spreadsheet MMM for smaller budgets
✓Robyn and Meridian in practice
✓Acting on MMM output

Capstone: The Triangulation Dashboard

Ongoing

One dashboard where all three methods keep each other honest

✓Incrementality factors applied to daily platform numbers
✓The weekly 15-minute and monthly 60-minute ritual
✓Decision rules for when methods disagree

The templates (included in every tier)

✓Attribution reconciliation audit (spreadsheet)
✓Geo test sample size calculator (spreadsheet)
✓Holdout test design doc (pre-registration template)
✓Holdout test calendar (spreadsheet)
✓MMM data spec and collection sheet (spreadsheet)
✓Triangulation dashboard (spreadsheet)

Pricing

Core

$199 one-time

✓All 3 modules + capstone (16 chapters)
✓All 6 templates and calculators
✓Lifetime updates

Most complete

Pro

$399 one-time

✓Everything in Core
✓Vertical playbooks: Ecommerce/DTC, B2B lead gen, SaaS
✓Applied numbers and test priorities per business model

Team

$1,250 one-time

✓Pro access for your whole team (up to 10)
✓60-minute implementation Q&A with the author
✓Priority email support

Secure payment via Stripe. 14-day money-back guarantee, no questions asked: reply to your access email and you get a refund. Prices exclude VAT where applicable.

Questions

Who is this for?

In-house marketers, DTC founders and agency people who spend $5k to $500k per month on ads and don't have a data team. If you already run a measurement science team, this is not for you.

How is this different from the free articles?

The articles explain the methods. The Playbook is the execution system: exact steps, decision rules, worked examples and the six templates. You could reconstruct it yourself from public sources; the Playbook means you don't spend the weeks it takes.

Do I need coding or statistics skills?

No. Everything through Module 2 and the spreadsheet MMM needs nothing beyond spreadsheet basics. The Robyn/Meridian chapter is there for when you're ready, and tells you honestly what it takes.

How do I get access after paying?

Instantly. After checkout you land on your personal access page, and the same access link is emailed to you. It works on any device, forever, including all future updates.

Is there a subscription?

No. One payment, lifetime access, lifetime updates. We think measurement advice you pay for monthly has an incentive problem.