Notes on Paid Media

Measuring in 2026 without third-party cookies: what has really changed in reports

Even where third-party cookies still exist, they are losing coverage: browsers that block them, refused consent, extensions and different devices…

Marketing mix models for SMEs: lightweight versions and what to expect

Marketing mix models estimate each channel’s contribution from aggregated data, without tracking people. For years they were the preserve of large brands…

Incrementality without a lab: geo and holdout tests on small budgets

To know whether ads generate sales that would not exist without them, you do not need a laboratory. Simple, well-planned geo and holdout tests can give…

Data-driven attribution: what changes when you drop last click

Abandoning last click as an attribution rule changes how the whole funnel is read: discovery channels start to receive credit, and capture channels lose…

Enhanced conversions: how to set up and validate without breaching GDPR

Enhanced conversions improve the match between an ad and a sale by sending customer data (such as an email) in hashed form. They can recover lost…

Server-side tagging: when it pays off and when it is overkill

Server-side tagging moves part of the data processing from the browser to a server of your own. It promises more control, fewer losses and faster pages…

Offline conversions in a loop: from CRM sale to platform within 24 hours

For platforms to learn from real sales and not just enquiries, you need to send back what happened afterwards: who bought, how much and when. Closing this…

GA4 and ad platforms disagree: a guide to reconciling numbers

It is normal for GA4, the ad platform and the CRM to show different numbers for the same campaign. Each measures differently. Instead of hunting for the…

Margin instead of revenue: how to report gross profit from campaigns

A euro of revenue is not worth the same on every product. Reporting campaigns by gross profit, and not just revenue, shows what really remains after…

Attribution window: choosing between 1, 7 and 30 days by purchase cycle

The attribution window sets how many days a sale still counts for an ad. Too short, it misses sales that take time to happen. Too long, it credits the ads…