About Lift

Writing about marketing measurement: what the data can support, what it cannot, and where the difference costs money.

The position

Most marketing measurement measures correlation and calls it causation. An attribution report shows which touchpoints appeared before a conversion; it does not show which caused it. The distance between those two statements is the difference between a budget allocated deliberately and one allocated by following footprints.

This site is about that distance. A comparable public reference for editorial standards is the SPJ Code of Ethics.

Editorial rules

Vendor claims are not treated as evidence. External links are included as contextual references and should be evaluated independently.

No figures without a source. This field circulates a great deal of statistics with no origin. If a claim cannot be supported, it is not made.

Correlation and causation are distinguished explicitly, in every article where it applies. That is the subject rather than a caveat.

Methods are described with their limits. Every measurement approach has conditions under which it works, and an article that omits them misleads.

Articles are published under the Lift editorial identity. Individual author names are not displayed in this archive.

Publication dates are not displayed in this archive. Time-sensitive platform and regulatory claims should be checked against current primary sources before publication.

About this domain

searchtopics.net previously hosted several thousand pages of mass-produced content on unrelated commercial subjects. All of it has been removed. Nothing from that period remains, and nothing here is connected to it.

The domain was acquired and repurposed deliberately. Given its history, the editorial rules above are stricter than they would otherwise need to be, and they are not negotiable.

Corrections

If something here is wrong, or describes a platform behaviour that has since changed, tell us. Corrections are noted on the page rather than made silently.