Subscribe

Paid social and ad creative

UTM Tracking Is Dead: How to Measure Ad Spend Now

·

Tracking parameters get stripped before they reach your store, and Meta and Google each report a ROAS that credits themselves. So judge ad spend the old way: MER (total revenue divided by total ad spend), total revenue and new customers, watched as a trend.

Want the full breakdown? Read Ad Attribution Is a Black Box Now.

Read the full guide

Paid social & creativeOct 18, 2026 · 2 min read

Ad Attribution Is a Black Box: How to Measure Ad Spend With MER

UTMs and click IDs get stripped and every ad platform grades its own homework. Here is how DTC brands can still tell if their ad spend works: MER, total revenue and a trend you can trust.

Subscribe on YouTubeWatch on YouTube

More breakdowns

Everything on paid social and ad creative
1:59 minutes

Be skeptical of ai prompting

0:55 minutes

A simple video generated $46k in revenue

0:54 minutes

Two metrics for incremental reach

0:40 minutes

Feeding Your Ad Account Like You Feed Your Body

One ad breakdown a week

What is working in Meta and Google ads for DTC brands, from my own tests. One email a week, unsubscribe anytime.

Keep learning

Get the next ad breakdown.

I break down the ads that work across paid social, CTV and Google, and what you can take from them. New breakdowns land on YouTube first.

Subscribe on YouTube Read the guides