Digital Peax 
Author
Murat
Head of Performance, Digital PeaxMurat is Head of Performance at Digital Peax, running paid media across every major platform. He treats budget like a portfolio and ROAS like a P&L, and came up through fintech before moving into performance marketing.
Meet the rest of the team →ARTICLES BY MURAT
Analytics
Why your ROAS is lying to you, and how to fix attribution
Last-click quietly misallocates your budget. A practical walk through multi-touch attribution and incrementality, with the holdout tests we use to find what spend is actually driving growth.
PerformanceChatGPT Ads: an early field report
What we learned spending real budget on one of the newest ad surfaces: how you buy it, what OpenAI will and will not show you, and whether it pays yet.
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