Field notes from the number that matters.

What we’re learning about spend, revenue, and the messy gap between them.

The ROI every platform reported was wrong

Jun 28, 2026

What a normalized ROI actually means

Jun 25, 2026

Why cohorts beat averages, every time

Jun 21, 2026

Reconciling spend and revenue: a walkthrough

Jun 15, 2026

The one metric CFOs actually trust

Jun 8, 2026

How we backfill years of data on day one

Jun 4, 2026