Analysis · Measurement
We optimized for phone calls. We got phone calls.
What happens when you tell an ad platform to chase the wrong number, and how one auto transport brokerage climbed from calls to leads to lead value.
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Questions worth investigating.
Analysis, essays, and build notes on measurement, statistics, AI, and building products.
Analysis · Attribution
The ad platform says it drove the sale. Did it?
Attributed conversions and incremental impact are different numbers. A meal kit launch used matched cities and a holdout to tell channel effects from local demand.
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What is media mix modeling actually good for?
Attribution asks which ad touched the buyer. Media mix modeling asks what each channel's spend did to the total. Two cases where the second question changed the budget.
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When an intake form becomes a barrier.
Every question on a form has a price. The design decisions behind a bilingual intake form for small business owners, and what each one was trying to buy.
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