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ESSAYS— actually

Essays on what we actually measure.

Long-form notes on the craft of running paid, affiliate and creator channels — written for people who already know what last-touch and ITP mean.

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April 2026 · ATTRIBUTION
Tracking hygiene after iOS 14.5, four years on still
Most growth teams quietly stopped trusting attribution after April 2021 — and quietly never rebuilt it. A practical read on what is recoverable, what isn't, and what to stop arguing about.
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