The weblog

Signal & Noise

By Kam Safari

Reading, building, and thinking out loud, a place to sort the durable signal from the daily noise.

The index

003 entries

003 Why your MTA is lying to you
Multi-touch attribution was supposed to solve last-click. Instead it built a more convincing fiction. ▪ Measurement Jun 2026 002 So you got a bad iROAS. Now what?
A bad result isn't reason enough to cut a channel. A decision framework for the messy middle between a bad number and the right call. ▪ Measurement May 2026 001 32 states, one RV, and a reason to stop
We sold ourselves on the miles. What we came home with was the standing still. ✦ Field Notes Feb 2026

Response curves

diminishing returns

Every channel saturates eventually, the only question is whether you find out from a model or from your CFO.

Search Social TV x = spend · y = response

The dispatch

A quiet dispatch when there’s something worth saying. No schedule, no noise.