04 — Thinking

WE WRITE WHAT
AGENCIES WON'T.

Practitioner writing from real client accounts — including the things most agencies prefer you don't understand.

Why Your ROAS Is a Lie (And What to Measure Instead)

Platform ROAS almost always overstates actual revenue contribution. Here's what's happening inside the attribution model — and how to get a number you can actually make decisions from.

March 20256 min readRead article →

Featured

“Platform ROAS almost always overstates actual revenue contribution.”

March 20256 min read

All Articles

Systems

The 5-Layer Revenue System That Makes Ads Compound

Campaigns optimise. Systems compound. Here's the architecture that makes every layer amplify the others — and why most brands only have layer one.

March 20259 min

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AI + CRM

CRM + Ads: The Integration Most Growth Teams Skip

You're retargeting your existing customers with acquisition campaigns. Your best leads are in your CRM. Your ad platform doesn't know they exist. Here's how to fix that.

February 20257 min

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Attribution

Attribution Blindness: The ₹40K/Month Error We Keep Finding

Last-click gives Meta credit for the sale that Google Search closed. You cut search. Meta ROAS looks great. Revenue drops. You blame seasonality.

February 20258 min

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Why Smart Bidding Is Failing Your Campaigns (It's Not the Algorithm)

Smart bidding learns from your conversion signal. If your conversion signal is wrong, the algorithm optimises toward the wrong thing. Here's how to audit signal quality.

January 20256 min

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Agency Model