Why ROAS can tell the wrong story
Attribution, incrementality, conversion lag and why a single platform metric can answer the wrong question.
Read the article →TTB SYSTEM · IDEA CONSTELLATION
Insights
Things we're trying to understand.
The useful marketing questions are rarely “What is the latest tactic?” They are usually about causality, trade-offs and what deserves a decision.
This is where we publish the frameworks, observations and unresolved questions behind the work.
Launch reading
Three questions worth spending time on.
What actually makes a brand discoverable in AI search?
A practical 2026 view of clarity, information architecture, authority and measurement.
Read the article →Does demand generation actually generate demand?
How to evaluate upper-funnel media when attributed conversions are not enough.
Read the article →EDITORIAL PILLAR
Search.
- Technical SEO and migrations
- Information architecture
- E-commerce SEO
- Non-branded demand
- Search behaviour and AI Search overlap
SEARCH. · QUESTION ORBIT
EDITORIAL PILLAR
Paid growth.
- Google Ads and Meta
- Media allocation
- ROAS and attribution
- Incrementality
- Demand generation and testing
EDITORIAL PILLAR
AI discovery.
- Google AI Overviews and AI Mode
- ChatGPT, Gemini and Perplexity visibility
- Entity clarity and authority
- AI-search measurement
- What GEO claims are actually testable
AI DISCOVERY. · SEARCH SIGNAL
EDITORIAL PILLAR
Measurement.
- GA4 and Search Console
- Attribution maturity
- Experiment design
- Executive reporting
- How to decide when the data disagrees