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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

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GlossarySeptember 29, 2025

Attribution Window

Attribution windows: Meta 7-day click (down from 28), Google 30-90 days. Match to your sales cycle.

2 min read
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GlossarySeptember 22, 2025

View-Through Conversions (VTC)

View-through credits ad impressions without clicks. 10-30% of conversions. Be skeptical of VTC-heavy campaigns.

2 min read
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GlossarySeptember 14, 2025

Incrementality Testing

Incrementality testing shows true ad lift. Typically 20-50% of reported conversions are incremental. Run quarterly.

2 min read
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GlossarySeptember 7, 2025

Lifetime Value (LTV)

Calculate customer lifetime value. LTV determines max CAC. Most businesses underestimate and underspend.

2 min read
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GlossaryAugust 31, 2025

Customer Acquisition Cost (CAC)

CAC includes all acquisition costs, not just ads. SaaS $200-500, E-commerce $20-100. Compare to LTV.

2 min read
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GlossaryAugust 24, 2025

LTV:CAC Ratio

LTV:CAC of 3:1 is healthy. Below 1:1 = losing money. Above 5:1 = may be underinvesting in growth.

2 min read
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GlossaryAugust 17, 2025

Marketing Qualified Lead (MQL)

MQL is marketing-ready lead. 13-25% convert to SQL. Align definition with sales to avoid frustration.

2 min read
Overhead boardroom with coffee, water, and folders.
GlossaryAugust 10, 2025

Sales Qualified Lead (SQL)

SQL is sales-verified, ready to close. 40-60% become opportunities. Track MQL→SQL to measure quality.

2 min read
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GlossaryAugust 3, 2025

Pipeline

Pipeline should be 3-4x revenue target. Less = shortfall risk. Track coverage monthly.

2 min read
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GlossaryJuly 27, 2025

Retargeting (RT)

Retargeting converts 2-4x better. Use 3-30 day windows. Balance with prospecting—can't scale forever.

2 min read
A meeting room with a colleague sipping coffee.
GlossaryJuly 19, 2025

Lookalike Audience (LAL)

Lookalikes find similar users. Start 1% (most similar), expand to 5-10%. Use best customers as seed.

2 min read
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GlossaryJuly 16, 2025

Custom Audience (CA)

Custom audiences from your data. 30-60% match rate. Refresh monthly. Most valuable targeting asset.

2 min read

The record

Stop running an account that forgets.

Every decision written down, with its reason and its result. That is the whole product.

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