3 posts
Your ad platforms grade their own homework, and self-reported conversions quietly overstate paid impact. Here's a practical guide to B2B incrementality testing — geo holdouts, ghost-ad control tests, and platform conversion lift studies a lean team can actually run.
When you have a few dozen qualified opportunities per quarter instead of thousands of conversions per week, last-click reporting becomes less like measurement and more like guesswork. The wrong channel gets credit, the channel that warmed the account gets ignored, and the CFO is
Last-click attribution makes B2B dashboards look cleaner than reality. Here is a practical framework for combining LinkedIn Insight Tag, GA4, offline conversions, and incrementality thinking to measure pipeline influence more honestly.