Choosing lookback windows that campaign managers can defend
How the length of your attribution window changes which paid and organic touchpoints get credit — and how to explain that choice in a budget meeting.
Field notes
Notes from attribution reporting work
Short pieces for campaign managers who live in contribution tables, lookback debates, and budget readouts.
When last-click still helps — and when multi-touch should lead
A practical guide for campaign managers deciding whether last-click tables belong in the same pack as multi-touch attribution views.
Preparing ad and analytics exports for an attribution report
A field checklist campaign managers can use before handing files to an attribution analyst in Thailand.
Reading channel contribution tables in a live campaign review
How to narrate attribution charts so budget decisions stay grounded and the room stays focused.