SELF-GUIDED INVESTIGATIONS
Choose a question to work through.
Start with a concrete check. Record what you find, use the tools when you need them and bring unresolved questions to a conversation.
Guides are open. Workspace tools require sign-in; Pro tools keep their individual access requirements.Trace the measurement chain
Follow one outcome from delivery to backend records and identify the first mismatch.
Start investigating →02 / MeasurementChoose a measurement approach
Match the decision to attribution, an incrementality test or a broader modelling approach.
Start investigating →03 / Channel efficiencySeparate credit from contribution
Distinguish reported channel credit from evidence of additional business outcomes.
Start investigating →04 / Channel efficiencyInvestigate a weak channel
Trace weak returns through reporting, creative renewal, delivery and cohort economics.
Start investigating →05 / Scaling & saturationCheck the evidence for a response curve
Test whether spend history contains a useful comparison before fitting a curve.
Start investigating →06 / Scaling & saturationTest an overinvested edge
Design a controlled comparison for a small spend reduction and the outcome to protect.
Start investigating →07 / Creative performanceEvaluate creatives across their lifecycle
Connect creative families, launch attempts and later value without counting it twice.
Start investigating →08 / Acquisition operationsVerify budget and stop rules
Compare intended rules with logged actions and observed platform state.
Start investigating →