Guides for teams that run paid media across several platforms.

Written for in-house performance leads and agencies spending across Google, Meta, TikTok and Amazon Ads in Europe. Each guide answers one question properly, with the platform rules linked and the maths shown.

Spend and pacing
GuideWhy Google Ads and Meta spend more than your daily budget, and when to worry CalculatorBudget pacing calculator and formulas for monthly ad budgets ProductGoogle Ads anomaly detection that also watches Meta, TikTok and Amazon
Reporting and measurement
GuideWhy Google Ads and GA4 report different conversions GuideWhy Meta Ads conversions don't match GA4 GuideHow to run a geo lift test in European markets DataHow precise is a geo test at your budget? Simulated intervals by design and length GuideIncrementality testing vs MMM vs attribution: which to use at your spend ProductIncrementality testing run as a standing system
Creative and automation
ProductHow to detect creative fatigue on Meta and TikTok, and what to make next ProductWhat an AI agent should be allowed to do in your ad accounts ComparisonsHow to choose an AI media buying platform

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