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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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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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Your team doesn't have a data problem. You have a language problem.

Mar 25, 2026

Why the most important analytics work happens before anyone opens a dashboard.

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Your in-house team isn't allowed to tell you the truth

Dec 16, 2025

8 years of watching the same game play out

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How to Be Wrong 9,900 Times Without Going Broke

Dec 3, 2025

What Norwegian triathlon taught me about creative testing

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The Dashboard

The Dashboard

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