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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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27 human genes were renamed because Excel kept fighting them

Aug 20, 2026

One in five genetics papers had corrupted data. Your UTMs are worse.

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If half your sales are unattributed, it's probably not your tagging

Aug 13, 2026

We ruled that out first. Then we found the app quietly blocking tracking.

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Bratrax Bulletin #1

Aug 11, 2026

4 new integrations, email and SMS touchpoints, and a searchable view of everyone behind your revenue

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MER is a good number (with a blind spot)

Aug 7, 2026

It can’t be gamed. It also can’t tell you which channel to double down on.

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Eight seconds of attention, 30 days conversion window. Pick one.

Jul 22, 2026

The marketing industry believes two things at once — and nobody seems bothered by how ridiculous they are.

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The Dashboard

The Dashboard

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