Notes from the desk on benchmarks.
Codes, tracked links, whitelisted ads and post-purchase surveys each see a different slice of a sale. How to choose the method before launch, and how to report what it cannot see.
Benchmarks8 min read
Screenshots are a claim. The exports to ask for, the audience-geography check, comment reading, and the signs that a following was bought — in the order the desk runs them.
Benchmarks7 min read
Five variables move a reel quote, and a single figure has quietly decided all five for you. Here they are, in order.
Benchmarks9 min read
Screenshots are a claim, not a record. The four exports that settle it, and what each one leaves out.
Benchmarks5 min read
Followers, impressions, reach and views measure four different things. Only one of them is a person.
Benchmarks5 min read
