Insights

Field notes from the spend.

Measurement, inventory, creative ops and the things we've found inside real accounts. Working notes with the numbers attached, not thought-leadership.

Measurement9 min read

Why your dashboard is lying to you about ROAS — and a 30-day fix

Server-side tagging, conversion APIs and modelled conversions add up to an 18–32% gap between what GA says and what your bank says. Here's the rebuild.

12 May 2026

Rich-media creative running across automotive publisher editorial

Creative ops7 min read

120 ad variations a month, without burning your creators

A pipeline diagram, a brief template, and a scoring rubric — the engine we use across every D2C client.

5 May 2026

AppsFlyer dashboard showing a 21.39% conversion rate achieved through direct inventory

Inventory9 min read

What "we own the inventory" actually means — OEM, PAI and the supply chain

Most app budget passes through three intermediaries before it reaches a placement. Here's what direct OEM integration changes, and what Oppo PAI really is.

28 Apr 2026