Performance
thinking. No fluff.
Perspectives on performance marketing, retargeting, paid media — and what's actually working right now. Written by practitioners, not content marketers.
Why CPA retargeting outperforms CPM in a cookieless world.
As third-party cookies disappear, performance-based models that align cost to outcomes are becoming the smart default.
The underestimated channel: web push beats email on cart recovery CTR.
Push consistently outperforms email on open rates for time-sensitive triggers. Here's the data and how to activate it.
Incrementality testing: the only honest way to measure retargeting.
Last-click attribution flatters retargeting. Holdouts tell the truth. How we run incrementality tests and what the results mean.
Southeast Asia ecommerce: 6 markets, 6 retargeting strategies.
Scaling retargeting across SEA means adapting to six different consent norms, languages, and consumer behaviours.
Google Performance Max vs. Standard Shopping: 12 months of data.
PMax promises automation. Standard Shopping offers control. We ran both side-by-side for a year — here's what we found.
How D2C brands can reduce dependency on Meta without sacrificing growth.
With CPMs rising and attribution in flux, the most resilient brands are diversifying into owned channels and CPA partnerships.