Notes from
inside the
spend.

No thought leadership. Working notes from live accounts — what we changed, what it did to the economics, and what we would do differently.

01Featured12 Aug 2026
Attribution

Why your platform ROAS and your bank account disagree

Three structural reasons reported ROAS overstates revenue — view-through windows, cross-platform double counting, unreconciled refunds — and what to reconcile against instead.

12 Aug 20267 min readAdmin
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02ArchiveManaged in CMS

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Unit economicsSetting a target CAC you can actually defend

How to set target CAC from contribution margin, payback tolerance and trailing repeat-purchase data — not category benchmarks or hopeful LTV projections.

28 Jul 2026 · 9 min
CreativeCreative volume is a media-buying variable

Why production cadence, not bid strategy, sets the ceiling on ad account scale — and how to spot creative fatigue before it shows up in ROAS.

09 Jul 2026 · 6 min
ConversionThe landing page is part of the media buy

Message match, single-intent pages, load speed and offer testing — why landing pages should be treated as a campaign variable, not a separate web project.

21 Jun 2026 · 8 min
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