The Ad Copy Battle

// PUBLISHED
// LAST UPDATED
// AUTHOR
CHRIS HAY · FOUNDER, PERFORMIFY LIMITED

Chris Hay is the founder of Performify. 15+ years in paid media, attribution and growth modelling. Built marketing from zero through a 200-person team and a NASDAQ exit, then went back to direct operator work. Writes about the bits that matter, mostly while the fix is still warm.

// RELATED SERVICE
S02 · Paid Media Management →
// RELATED LABS
L/004
METHOD
SECTORALL
SURFACEATTRIBUTION / MEASUREMENT / MMM
Two layers of measurement: feeding the networks and overseeing them.
Enhanced Conversions and CAPI feed the ad networks. MMM tells the business where to spend next. Most performance marketing teams run only one of these layers well.
2026.03
METHOD
→
L/005
METHOD
SECTORALL
SURFACEMMM / BAYESIAN / MERIDIAN
MMM in practice: Meridian, priors, and scenario planning.
A working Meridian setup on a real DTC dataset: how the priors were chosen, what the posteriors implied for budget shifts, and where the model disagreed with last-click.
2026.04
METHOD
→
L/003
METHOD
SECTORALL
SURFACEATTRIBUTION / CONVERSION TRACKING / SERVER-SIDE
What Enhanced Conversions and CAPI actually give you back.
Server-side conversion APIs recover meaningful ground against consent denial, blockers and cross-device loss. A realistic read on what Google EC and Meta CAPI fix and where the ceiling sits.
2026.01
METHOD
→
// COMPANYPerformify Limited · 12000193 · England & Wales
// CONTACThello@performify.co.uk · linkedin.com/in/haychris