— Dispatches / Field Notes

Opinions,
with receipts.

We'd rather be specific and wrong than hedged and forgettable. Every post takes a position, names numbers, and shows its work.

★ This week’s dispatch
What Google Ads Metrics Actually Matter (And Which Ones Are Just Making You Feel Good)
Most Google Ads reports are full of numbers that look impressive and mean almost nothing. This guide cuts through the vanity metrics to show you exactly which KPIs drive real decisions —…
May 2026 · 9 min · by Eric Huebner
— Archive
Nº 02 b2b google ads
What Metrics Actually Matter in Google Ads: Signal vs. Noise
Most Google Ads reports are full of numbers that feel important and do nothing. This guide cuts through the noise — breaking…
 Apr 2026 · 10 min