This is the story of how I appropriated one Facebook marketing partner’s tracking doc into something that is now becoming industry standard for folks that are beginning to put success as a priority over their ego.    Measurement has always been a primary pillar of success. And there’s a lot of different ways that a lot of different people do it, but there is an overall bit of values that you need to incorporate if you want to win.   This is the story of how my measurements, the scrum dark evolved, where it came from, who I kind of stole it from, before making massive changes to it, and how that turned into ecosystem ROAS   Remember ecoSystem ROAS is the universal tracking doc that allows you to understand the contribution to the bottom line by every marketing effort.    It’s one of the key elements to prevent you from being worried about day-to-day performance, and also helps you overcome low data integrity in channels with no attribution or very long attribution.   Now I have been preaching EcoSystem rowers for years, and we’ve been teaching it to agencies into high-level advertisers since as early as 2018.    Now last year when iOS14 was announced and everybody started getting really worried about being unable to present completely negligent Attribution models as reporting…    Like 28day click or 7dayclick one day view, where their business model was built on the back of taking as much credit for everybody else’s work as possible and lying to their client or themselves,    I really started to push this as a solution that I’ve been using for years so that I never have to deal with those problems.   So after months and months of people really talking a lot of smack, and telling me how lacking integrity in the data to make the clients feel good on an emotional level while thinking their business was good for business...   they were forced to make changes this type of dark is being appropriate by folks under the title MER.   MER is in very old-school way of measuring advertising. I am in no way saying that I came up with it, but I have been using this classic methodology to measure digital advertising for years.    Big big difference between agencies and businesses, is a business is in the business of making money, where an agency, and not all agencies there are plenty there are good, is in the business of making the person hired them feel as good as possible.