Edition # 10 I Funeral Crashers

My thoughts right now: "And it’s only Wednesday?!" 

But hey, we’re back with a newsletter that’ll recharge your batteries (and mine). 

When you’re burned out, and everyone around you feels it, something’s gotta change. For me, writing, reading, and talking to people who just get it (and maybe some half-decent ping pong) really help me through.

So here we are—me rambling, you reading. Hopefully, it will reset us both.

And today... I’m going to write about leadership because maybe talking about it will magically make me feel like one again. Or not. We’ll see how I feel by the end of this.

One thing I’ve learned from being a leader? People’s core personalities don’t change.

At their core, they are who they are. But their potential, their capacity? That’s a whole different story. 

Work with their unique personalities. That’s how you build a killer culture.

We brought together amazing people, gave them the freedom to thrive, and, honestly, it’s taken us places I never thought we’d go and accomplished things I didn’t think were even on the table.

Leadership isn’t about molding someone into something they're not—it’s about giving them the space to be themselves, believing in their potential, and putting them in a role where they can truly excel. While their core personality stays the same, their capacity to grow can expand when you use their strengths to your advantage.

For example…

You have a team member who’s brilliant but quiet in meetings with louder voices. Instead of pushing them to speak up, you have everyone submit ideas before the meeting. This allows their insights to be heard without the pressure of group dynamics. By leveraging their natural strengths, you bring their best ideas to the table without forcing them into an uncomfortable role.

When you do this, everything—growth, success, and progress—starts falling into place.

Their core personality doesn’t change, but their capacity to grow increases because you’ve created the right environment. They’ll push their limits in a way that aligns with who they are, and that’s where real success happens for both the individual and the team.

Now, get ready for my story about crashing a funeral and attribution. I don't know how they tie together. I told you my caffeine isn’t working, and my brain is a bit all over, so it’ll make for an interesting read.

"Leadership is not about being in charge. It is about taking care of those in your charge." 

— Simon Sinek

Funeral Crashers 

A story from inside the agency... 

One night, when Patrick and I were on a trip visiting our client in Denver, we walked into a bar. There was a sign on the door, but we didn’t see it because someone had been holding the door open. An important detail.

We order beers at the bar and got served in Dixie cups. A little strange, but we were tourists in a strange land. Stranger still, but in a good way, the bartender didn’t charge us. I assumed she’d make a mental tab. We ordered another round, and then another, and still no bill came. Finally, Patrick taps me on the shoulder and leans in close.

“Isaac, I think we’re at a funeral.”

“I know, right!?” I chortle loudly. “It’s so morose in here!”

“No … godammit Isaac, lower your fucking voice. I think we’re at an actual funeral.”

I turn around in this unusually quiet pub and scan the unusually morose crowd. I see the sign on the door we’d missed earlier: CLOSED FOR PRIVATE EVENT. PLEASE RESPECT OUR PRIVACY.

There was a vigil for this guy named Mark set up by the door. Tea lights, a tri-fold poster board for signatures, and a life sized portrait of the deceased.

We were crashing a funeral. Or at least a wake.

Patrick squeezes up against the polished bar, his eyes twitching, looking for an escape route. But it’s too late. Someone’s coming toward us with a microphone.

Patrick’s eyes became perfect Os of terror and his Adam’s Apple started bobbing up and down like an epileptic trying to catch a fish. I swear, at that moment Patrick would've swapped places with Mark, whoever the hell he was.

The woman with the mic was two people away from us now, asking each mourner to say something kind about Mark. What he meant to them. A moment later the mic is in Patrick’s trembling hands. Sometimes we forget what happens in moments of pure, unadulterated, ecstatic joy, and I don’t remember what Patrick said. I’m pretty sure he just thrust the mic at me and went back to tending to his Adam’s Apple.

I took the mic and said that while most of you in attendance didn’t know this about Mark, he was really into the outdoors. Mark and I met a few years ago hiking in Red Rocks, and we made our annual hike a sort of ritual every year when I was in Denver on business. That Mark and I talked about love and life and sorrow on those walks along the bluffs, and that Mark had a heart as big as the ocean.

Tears flowed. And then I looked down and the mic was gone.

Patrick and I (both of us sort of shaking now) ordered ten more rounds of free booze.

Cheers, Mark-o.

Patrick and I both signed Mark’s poster board by the vigil. I started leaving a note below my name. Patrick smacked me. “You’re taking up too much space, man!” But I didn’t think it bothered Mark.

A half hour later this young woman comes over to me. “What you said was beautiful. I dated Mark for six years, and I never saw him hike anywhere, not even once. I could hardly get him out of bed. He was a total asshole!”

Mark’s ex and I spoke a little while longer. I was happy to spread some goodness on Mark’s behalf. He may have just had a tough life. I took offense to her calling him an asshole.

Patrick and I left the funeral a while later, and just as we turn the corner Patrick nearly falls to the pavement. It was the most insane, roaring, gut-busting fit of manic laughter I’ve ever witnessed. He couldn’t breathe. I never saw such pent up mirth explode like that. It was glorious—as Patrick likes to say.

Yesterday, Patrick asked me what the lesson from this story was. Thinking on your feet? Improvisation?

It’s: Read the sign on the door.

What's Going On at AdVenture Academy

This week, we officially dropped Patrick’s brand-new course: Paid Media 101: The Crash Course for Strategic Thinkers, and the feedback has been insane. 

He’s taken the crazy-complicated world of digital advertising and made it not only understandable but actually useful in today’s chaotic landscape. 

If you haven't checked it out then you will want to right now! You’ll be sounding like a smarter marketer in no time.

Get a sneak peek of Patrick's course here. 

Already have the Ultimate Digital Advertising bundle? Just log in to your library. 

This made me laugh... 

Attribution, Explained

At its core, attribution is about assigning credit to each step in a customer’s journey that leads to a conversion. Imagine a customer sees your Facebook ad, clicks through Google, then later searches for your product and buys it directly through your website. Which of these touchpoints should get the credit? And how much? That’s what attribution aims to solve.

Different Attribution Models

1. First-Click Attribution: This model gives full credit to the first touchpoint. In our example, that would mean Facebook gets all the credit. The rationale is simple: without that first touch, the customer wouldn’t have known about the brand. But it's not complete. 

2. Last-Click Attribution: At the other end of the spectrum is last-click attribution, which gives all the credit to the final interaction before the conversion. In our scenario, that would be the direct website visit, ignoring all the interactions before. This model overlooks the importance of earlier touchpoints that paved the way for that final click.

3. Linear Attribution: This one’s all about balance. It splits the credit evenly across all touchpoints in the conversion journey. So, in our example, Facebook, Google, and the direct visit would each get an equal share of the credit. It’s a more holistic approach but can undervalue key moments of influence.

4. Time Decay Attribution: This model gives more credit to interactions that happen closer to the conversion. For example, if the customer interacted with your Google ad right before converting, it would get more weight than earlier touchpoints like Facebook. This approach values recent activity, but it might downplay the role of earlier awareness-building efforts.

5. Position-Based Attribution: This model splits credit between the first and last touchpoints, with a little sprinkled on the interactions in between. It’s a compromise that acknowledges the importance of both initial discovery and final conversion.

6. Data-Driven Attribution: The most advanced (and popular) model. Instead of predefined rules, this one uses machine learning to analyze which touchpoints were most influential based on actual conversion data. It’s dynamic and constantly learning, giving credit where credit is statistically due.

How Each Platform Handles Attribution

• Meta (Facebook and Instagram): Meta defaults to a 7-day click and 1-day view attribution model. That means if someone clicks on your ad and converts within 7 days (or views it and converts within 1 day), Meta takes credit for the conversion. However, if multiple ads or campaigns are involved, Meta will give credit to the last touchpoint before the conversion. It's crucial to understand this when comparing Meta’s performance with other platforms.

• Google Analytics 4 (GA4): By default, GA4 uses Data-Driven Attribution for most conversion reports. It analyzes the entire customer journey, using machine learning to assign credit based on which touchpoints are proven to have the most impact. However, certain reports, like traffic acquisition, use last-click attribution unless you change it in your settings. This flexibility can help you tailor attribution based on what matters most to your business goals.

• Google Ads: Google Ads also defaults to Data-Driven Attribution for all new conversion actions. If you’re not using this model, you really should be. It’s constantly updating based on fresh data, ensuring that the most important touchpoints are properly valued.

Why This Matters

Understanding these attribution models allows you to make smarter decisions about where to invest your ad spend. If you focus only on last-click attribution, you might undervalue crucial touchpoints that are building awareness or nurturing customers. But by exploring other models, you can optimize your campaigns for the full customer journey—not just the final click.

Ready to Master Attribution (and so much more)?

Attribution is just the beginning. To truly excel in today’s digital advertising landscape, you need to understand how all the pieces fit together—from incrementality and econometric modeling to scaling campaigns efficiently.

That’s where Patrick Gilbert’s Paid Media 101: The Crash Course for Strategic Thinkers comes in. Patrick has simplified these complex topics, breaking them down into digestible, actionable strategies you can use right away. Whether you’re just getting started or you’ve been in the game for a while, this course will give you the strategic edge you need.

P.S. Please—send feedback so I know it’s not just my mom reading this.

P.P.S. Seriously. I read everything (mostly because I like to do everything but actual work).