Resources

Guides, Playbooks & Frameworks

Actionable frameworks built from real paid media strategy. Download the guides our strategists actually use.

Brand campaigns that earn their performance budget back.

Most brand campaigns end up defending themselves with reach numbers. This guide is the version that defends itself with performance ones — because the campaigns that actually work for performance brands aren't pure brand at all. When capture stops scaling, generation has to start. A practical framework for running brand campaigns that earn their performance budget back.

May 11, 2026

Guide

What to measure at every funnel stage — and what each number really means.

Most KPI dictionaries are alphabetical. This one is funnel-ordered. Because what a metric means depends entirely on which stage of the funnel it's coming from — and most teams forget that. A reference, not a textbook: what to measure at every stage, and what each number is actually telling you about the business.

May 11, 2026

Guide

What measurement tools to buy at your spend tier — and what to skip.

Most measurement stacks are either a sprint (everything urgent, nothing connected) or a wishlist (everything bought, nothing used). Neither produces better decisions. This guide is the other version — what to buy at each spend tier, in what order, with what discipline. A stack is a tool. The discipline is the actual asset.

May 11, 2026

Guide

Diagnose the plateau before you spend more or switch agencies.

Most 'marketing isn't working' conversations end with a new channel, a new agency, or a new growth hack. None of those fix a plateau. Diagnosing the actual cause does. A diagnostic for the brand that's stuck — what's actually broken, and how to tell which lever to pull before you waste the next quarter on the wrong fix.

May 11, 2026

Guide

Cut your monthly marketing review from 70 metrics to 7.

Thirty rows of platform ROAS. Six funnels. Twelve creative tests. The review ends without a decision because the dashboard never asked for one. Every metric on a monthly review should pass two tests: does this number move a decision this month, and can the CMO defend it to a CFO without translation? By that filter, most monthly reviews need seven numbers — not seventy.

May 11, 2026

Guide

The attribution model your CFO won't argue with.

Most attribution writing is encyclopedic. This one isn't. It's the version we wish someone had handed us — the one that gets you to a defensible answer in the time it takes to read a long email. A practical guide for modern CMOs: the right model at the right cadence, and the only number that calls the meeting.

May 11, 2026

Playbook

Stop Bleeding Revenue by Syncing Your Product Catalog with Your Ad Strategy

Your ads aren't the problem. Your catalog is. Stockouts cost retailers nearly $984 billion globally per year, and 69% of shoppers leave after encountering one. But most marketing teams don't even know their best sellers are out of stock until ROAS craters and everyone starts blaming creatives. This playbook — built from the Chief Advertiser Podcast conversation between Samir Balwani and Kareem Elgendy (CEO, Veiled) — gives you the exact system to diagnose performance dips, forecast inventory demand, build data-driven purchase orders, and scale ad spend based on inventory health. Veiled has not had a single unexplained performance dip in over two years using this framework.

March 31, 2026

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