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Working martech recipes, filtered by readiness, outcome, vertical, time to value, and (behind more filters) KPI, stack archetype, and regulatory context. 78 recipes in the cookbook today.
Measure paid channel contribution honestly when tracking is partial, by separating what you observed from what you modeled
Pick an attribution model, lock it, document why, and reconcile its outputs against incrementality, so the channel report becomes one rule the team can defend rather than a debate per meeting
Watch the conversion events at the resolution that catches a deploy breaking the cart-success fire before reporting starts surprising people, and surface the fix as an operational alert rather than a quarterly investigation