Bit of a confession. When I sit down for a quarterly review, the ad dashboard is
By Antfinch · October 29, 2026 · Curated by George's Blog
Bit of a confession. When I sit down for a quarterly review, the ad dashboard is nowhere near the top of my list.
I'm much more interested in the invoices. Then I want five minutes with the ops team, because there's always something winding them up and they're usually desperate to tell someone. Then I go looking for the process nobody can explain apart from "we've always done it like that." That's my favourite one to find.
I think it comes from my time on the brand side. I owned the numbers, and I spent a lot of time explaining ROAS to finance directors who looked at me like I'd made the word up in the car park.
You learn fast that the money doesn't always sit where the nice charts are.
Ads matter, I'm not stupid.. They just already get plenty of love without me joining in.
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