A field guide to media measurement
Less noise.
More signal.
Did the campaign work? Is the comparison fair? Can you trust the claim? Learn to ask better questions of media, advertising, and the evidence behind them.
Practical guides. Worked examples. Room for uncertainty.
Find your starting point
What are you trying to understand?
Make sense of measurement
Build a foundation in baselines, attribution, and the difference between a result and an effect.
Begin with the fundamentals 02 / ApplyEvaluate a campaign
Choose a method, check a report, and decide what the evidence can support.
Work through a campaign 03 / QuestionLook behind a media claim
Trace a source, inspect the denominator, and notice what a headline leaves out.
Learn to read a claimLearn by working through it
A convincing result.
A different explanation.
Our simulated worked examples show how a measurement can mislead—and how to make the comparison more useful. The data is illustrative, not a report of a real campaign.
Explore all worked examplesDid the ad create demand, or capture it?
See how people already ready to buy can make attribution look like impact.
Brand measurementDid opinions change, or did the sample?
Follow the effect of recruiting different people into a brand-lift survey.
Geo experimentsWas it the campaign, or the season?
Check what happens when test markets were growing before the campaign.
Useful at your desk
Put the ideas to work.
Find the right measurement method
Match your question to an experiment, model, survey, or diagnostic.
ReviewRead a campaign report critically
Separate delivery, outcomes, comparison quality, and causal claims.
Look upGet comfortable with the language
A reference for the terms you encounter in measurement work.
Have a particular question?
Search the full library of guides, examples, and references.