Filed under

contribution profit

Balance scale with mixed ad-channel tiles crumbling on one pan and a single campaign weight on the other, set over a map of geo holdout regions.

Ecommerce data and measurement

How to judge campaigns when attribution fragments

Google's PMax channel report, GA4's AI Assistant channel and Klaviyo delivery look like scorecards. They are mostly diagnostics. Here is what each can decide, what still needs an experiment, and what the public evidence cannot support yet.

Eddie Cheng10 September 202613 min

Brass balance with media invoices and contracts on one pan, cartons and discount slips on the other, locked binder at the fulcrum.

Profit-first growth

What actually counts as total marketing spend in a board-level MER report

Before MER goes in the board pack, marketing and finance need a written inclusion list for the denominator. The ratio is only comparable if that spend policy is fixed, restated when it changes, and read next to contribution profit.

Eddie Cheng23 August 202615 min

A platform performance gauge and a profit ledger connected by one shared measure.

Profit-first growth

Should paid media optimise for ROAS or profit?

ROAS can steer delivery inside an ad platform. Profit decides whether the resulting growth is worth buying.

Eddie Cheng19 August 202611 min