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Digital Marketing

Search, paid media and email, with the measurement questions that decide whether a channel is worth its budget.

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Digital Marketing26 Oct 20264 min read

Incrementality: is paid search actually adding revenue?

Attribution shows who received credit. Incrementality asks what would have happened without the activity. The difference matters most where SEO and paid search compete for the same click, and it can be tested without a data team.

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Digital Marketing7 Oct 20263 min read

UTM tags are a data problem, not a link problem

Six months of campaign data becomes hard to read when one channel appears as “LinkedIn”, “linkedin” and “Linked In”. A short written convention fixes most of it, and it is a friendly afternoon of work.

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Digital Marketing

All guides

Incrementality: is paid search actually adding revenue?

UTM tags are a data problem, not a link problem