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/05

JOURNAL ENTRY · UPDATED MAY 2026 8 MIN READ

Digital
advertising,
measured like an audit.

Data-driven media buying and growth hacking. Attribution that survives an audit. We don't chase last-click — we engineer incrementality and prove it.

Practice lead

Rania Habib

Team size

7 strategists · 3 analysts

Active accounts

12 brands

Channels

Meta · Google · TikTok · YouTube

CHAPTER 01

Why measured growth matters.

Most agencies report last-click. Last-click is theatre. We engineer incrementality — and prove it with holdouts you can audit.

Last-click is theatre. Incrementality is the receipt.

— RANIA HABIB, PRACTICE LEAD

CHAPTER 02

How we scale.

Creative testing volume + first-party tracking + an incrementality lens, repeated weekly.

CHAPTER 03

What we deliver.

Server-side tracking

First-party events to ad platforms via CAPI / Enhanced Conversions.

Incrementality model

Geo + audience holdouts. Quarterly lift studies.

Creative engine

10–30 ad variants per week. Iterate on winners.

Attribution dashboard

MMM + last-click + holdout, in one Looker view.

Landing pages

Built on the same Astro stack as your site. Sub-second LCP.

Monthly review

Wins, losses, next bets. No vanity charts.

CHAPTER 04

Engagement shape.

/01 · SPRINT

2 weeks

Working prototype on real data. €24k fixed.

/02 · BUILD

3 — 9 months

Full production engagement + all deliverables.

/03 · OPERATE

Ongoing

Continuous pod. Pause or scale every 90 days.

CHAPTER 05

The stack.

META Conversions API

GOOGLE Enhanced Conv.

TIKTOK Events API

TRACK Stape

MMM Meridian

ANALYTICS GA4 + Heap

LP Astro

REPORT Looker

TEST VWO

CREATIVE Figma + Runway

CHAPTER 06

Selected work.

CASE · SOCINIFY

Socinify

Multi-currency SMM growth panel · Next.js · 4 networks.

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