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Notes from inside the ad account.

What's actually working in paid acquisition, tracking and conversion — written for people spending their own money.

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Tracking15 July 20261 min read

Your platform ROAS is probably lying to you

Meta and Google both count conversions they didn't cause. Here's how to work out what your real return is before you scale on a number that isn't true.

Strategy15 July 20261 min read

What I look at in the first 90 minutes of an ad account audit

Before creative, before bidding, before budget. The five checks that tell me whether the rest of the account's numbers can be trusted at all.

Paid Ads15 July 20261 min read

Why your creative testing budget should be fixed, not flexible

When testing competes with performance for budget, testing always loses — and then growth stalls six months later. Ring-fence it.

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