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Notes on running an account that remembers

Field notes and research on paid media, memory, and the difference between a number and a decision.

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56 posts in Glossary

Two women walking through a moody, cinematically lit office.
GlossaryDecember 23, 2025

Conversions API (CAPI)

Implement Meta CAPI for accurate tracking. Captures 130% more data than Pixel alone. Now essential.

2 min read
Overhead boardroom with coffee, water, and folders.
GlossaryDecember 16, 2025

Event Match Quality (EMQ)

Understand EMQ and improve your CAPI score. 7-9 is good, below 5 hurts performance.

2 min read
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GlossaryDecember 9, 2025

Link Clicks

Understand Link Clicks vs Clicks (All). Difference can be 50%+. Use Link Clicks for traffic.

2 min read
A moody dark desk with a mug, notepad, and pen.
GlossaryDecember 2, 2025

Landing Page Views (LPV)

Landing Page Views vs Link Clicks. 70-90% of clicks become page views. Gap = slow page or bounces.

2 min read
A meeting room with a colleague sipping coffee.
GlossaryNovember 25, 2025

Lead Gen Form (LGF)

Lead Gen Forms convert 5x better than landing pages. 13% completion rate. Add custom questions to qualify.

2 min read
A woman on a desk edge laughing with a colleague.
GlossaryNovember 18, 2025

Social Actions

Understand LinkedIn Social Actions (reactions, comments, shares). High engagement ≠ conversions.

2 min read
Two women walking through a moody, cinematically lit office.
GlossaryNovember 10, 2025

Member Companies Reached

LinkedIn ABM metric. Track companies reached vs target account list. 80%+ = strong penetration.

2 min read
Overhead boardroom with coffee, water, and folders.
GlossaryNovember 3, 2025

Advertising Cost of Sales (ACoS)

Understand Amazon ACoS. Under 25% excellent, average 30%. Compare to profit margin for profitability.

2 min read
A woman on a corded desk phone looking up.
GlossaryOctober 27, 2025

Total Advertising Cost of Sales (TACoS)

Amazon TACoS shows organic health. 5-15% is healthy. Declining TACoS = ads building organic momentum.

2 min read
A moody dark desk with a mug, notepad, and pen.
GlossaryOctober 20, 2025

First-Touch Attribution (FTA)

First-touch gives credit to discovery channel. Use to understand 'How do customers find us?' not for budgets.

2 min read
A meeting room with a colleague sipping coffee.
GlossaryOctober 13, 2025

Last-Touch Attribution (LTA)

Last-touch is platform default but biased toward conversion channels. Overvalues Search and retargeting.

2 min read
A woman on a desk edge laughing with a colleague.
GlossaryOctober 6, 2025

Data-Driven Attribution (DDA)

Google DDA uses ML for attribution. Needs 300+ conversions. Black box—validate with other metrics.

2 min read

The record

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