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The Dashboard

Weekly notes on building Bratrax, buying media, and making sense of performance data — without the BS.

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I finished 550th out of 700 this weekend.

May 15, 2026

And what that has to do with launching Bratrax Lite this week.

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Every good quarter raises your attribution bill

May 1, 2026

$4 of infrastructure. Your bill grows anyway.

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Why your CFO won't use your attribution tool

Apr 27, 2026

Not stubbornness. The data model doesn't fit your business.

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We spent a year optimizing for the wrong metric

Apr 22, 2026

Every number was going up — except the one that mattered...

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Attribution is simpler than your vendor wants you to know

Apr 17, 2026

The mystery is what makes their $1,500/mo bill defensible

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The Dashboard

The Dashboard

Weekly notes on building Bratrax, buying media, and making sense of performance data — without the BS.