Writing

Notes on measurement

• How to ask 'how did you hear about us' without ruining the answer Jun 5, 2026 The question is trivial to ask and easy to ruin — the failure modes are mechanical, and so are the fixes.
• Self-reported attribution is deterministic. SKAN isn't. Jun 5, 2026 Post-ATT, the under-used third leg of measurement is asking the user — deterministic at the install level for the channels no postback will ever cover.
• Three reports, one number Jun 5, 2026 The morning ritual of reconciling three attribution numbers that never agree, and why the survey is the only one that sees the channels with no click.