Measurement and experiments
Connect content and spending to decisions without treating platform attribution as ground truth.
What we currently think
Reporting becomes useful when every metric can change a decision and the measurement design separates attribution from incrementality.
Start with your question
- Which decision will this metric change?
- What would have happened without the intervention?
- Can creative signals be connected to business outcomes?
Start here
True ROAS - Incrementality-First Paid Social Measurement (2025)
Platform dashboards are not truth. This guide explains how to measure incremental lift (not just attributed conversions), choose an attribution model that matches your sales cycle, and connect creative metrics (hooks, retention) to downstream CPA/ROAS.
Creative Performance Analytics - Connect Retention to ROAS (2025)
A practical measurement guide for short-form creative: how to track hooks, retention curves, CTR, and landing conversions together so you can see which creative patterns actually reduce CPA and increase ROAS.
2025 UTM Naming Convention for Social Ads - Clean Attribution in GA4
A practical UTM system (source/medium/campaign) that stays consistent, plus a QA checklist to prevent GA4 fragmentation.
Continue exploring
Server-Side Tracking Playbook - Paid Social After iOS 14 (2025)
A practical guide to rebuilding measurement when client-side pixels become unreliable: first-party events, server-side conversions, deduplication, and clean naming so you can still run incrementality tests and optimise ROAS.
2025 Social Media Analytics Playbook - Track Revenue, Not Likes
A cross-platform measurement guide covering UTM schemas for Instagram, TikTok, YouTube, LinkedIn and X plus GA4/Looker Studio dashboards that surface retention, DM conversions and assisted revenue. Includes ROAS, CPL and CAC formulas with benchmark tables and a walkthrough for a real-time content performance dashboard.