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GA4 Measurement Protocol to Data Manager API Migration: A 10-Step Cutover Playbook

Google has quietly moved the GA4 Measurement Protocol into maintenance mode — no new features, no enhancements, just a slow drift toward irrelevance. If...

How to Reset the GA4 Engaged-View Conversion Window Without Breaking Your Video ROI Baselines: A 9-Step Playbook

On August 11, 2026, Google quietly replaced the fixed 3-day GA4 engaged-view conversion window with an editable 1–30 day range, and turned the six...

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dbt for Marketing Analytics: A Practitioner’s Guide

dbt for Marketing Analytics: A Practitioner's Guide TL;DR dbt (data build tool) is the SQL-first transformation layer of the modern data stack — it turns raw ad/CRM/web...
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The Marketing KPI Governance Playbook: 8 Steps to Audit Your Metrics Before You Point AI at Them

Your attribution model isn't the problem. Your bidding algorithm isn't the problem. The problem is that "MQL," "CAC," and "active customer" mean three different...

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The Marketing KPI Governance Playbook: 8 Steps to Audit Your Metrics Before You Point AI at Them

Your attribution model isn't the problem. Your bidding algorithm isn't the problem. The problem is that "MQL," "CAC," and "active customer" mean three different...

GA4 Measurement Protocol to Data Manager API Migration: A 10-Step Cutover Playbook

Google has quietly moved the GA4 Measurement Protocol into maintenance mode — no new features, no enhancements, just a slow drift toward irrelevance. If...

How to Reset the GA4 Engaged-View Conversion Window Without Breaking Your Video ROI Baselines: A 9-Step Playbook

On August 11, 2026, Google quietly replaced the fixed 3-day GA4 engaged-view conversion window with an editable 1–30 day range, and turned the six...

How to Measure AI Visibility in ChatGPT: A 9-Step Test Harness Built From Network Traffic

Most AI-visibility dashboards tell you whether ChatGPT mentioned your brand. They don't tell you why — and the why is where your budget decision...

The RAG Dashboard

The RAG Dashboard: Why Every Marketing Metric Needs a Color and a Playbook TL;DR Standard marketing dashboards fail not because they have too little data but...
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Your attribution model isn't the problem. Your bidding algorithm isn't the problem. The problem is that "MQL," "CAC," and "active customer" mean three different...
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