When most of your spend lives in one channel, you're not building a growth engine. You're sitting on a plateau that looks like performance.

Understand how your channels contribute to results with marketing mix modelling, optimise budgets, measure true marketing value, and prioritise the strategies that accelerate growth.

We speak to marketers who pour 70–80% of their budgets into Google Ads, but revenue doesn’t always follow. Ad platforms often spark demand that Google later captures, yet goes untracked, leading to diminishing returns when budgets focus on one channel.

Not every ad gets clicked, but every impression can shape a decision. Traditional tracking misses this. Impression modelling uses probabilistic ML to link viewed ads to revenue outcomes, giving credit to awareness campaigns and revealing upper-funnel impact.

Pouring 80% of budget into Google Ads because it's "trackable" and shows a good ROAS is how brands plateau. The demand has to come from somewhere. Feed the funnel with upstream channels or watch efficiency collapse entirely.

Platforms often overcount conversions, making ROI look better than it is. First-party data, MMM, and incrementality testing give a measurement system you actually trust 👇

Direct traffic often gets credit it doesn’t deserve. DDA and last-click attribution miss the full picture. A combination of multi-touch attribution, marketing mix modeling, impression data, and incrementality testing reveals true influence.

GA4's data-driven model offers no insight into how it weights channels or attributes conversions. That needs to change 👇 Build a measurement framework that offers more visibility: bit.ly/3I33BMF

A common question on demos: how do deterministic multi-touch attribution and probabilistic marketing mix modelling complement each other? Here's our take 👇

Ruler is built around first-party tracking. We get plenty of questions about it, so here’s a simple breakdown 👇