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Things I've learned.

Practical notes on paid growth, tracking, and making marketing honest. Nine years in performance marketing, four of them at GetYourGuide, hands in the accounts. No theory I haven't shipped.

Tracking & Measurement 15 min read

Attribution vs Incrementality: What Actually Drives Your Revenue
Tracking & Measurement 9 min read

iOS App Conversions Reading Zero in Google Ads: The gBraid Fix
Tracking & Measurement 10 min read

The Silent Failures of App Revenue Tracking
Tracking & Measurement 16 min read

Firebase or an MMP? For App Startups the Answer Is Both
Paid Growth 10 min read

Google AI Max Migration: What Still Changes in September 2026
Tracking & Measurement 11 min read

Meta Andromeda: Creative Gets the Credit, Signal Does the Work
Tracking & Measurement 8 min read

Enterprise Measurement without the Enterprise
Tracking & Measurement 12 min read

Server-Side GTM Setup: Google Ads + Meta CAPI Guide (2026)
Tracking & Measurement 6 min read

Not All Leads Are Equal: How Lead Generation Businesses Can Optimize Google Ads with Dynamic Conversion Values

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