Zeke Camusio founded Data Speaks, a measurement platform for brands spending a hundred thousand dollars a month or more on ads. His claim comes with arithmetic behind it. Thirty-six cents of every advertising pound is wasted, and the pixels most marketers navigate by are the reason.
The core problem we solve is that for every dollar marketers spend in advertising, 36 cents go to waste.
— Zeke Camusio
The failure is not subtle and it is not new. Browsers and ad blockers stop a large slice of conversions being recorded at all. A larger slice gets claimed by two or three platforms simultaneously, because none of them are talking to each other. A third slice happens outside whatever window the platform decided to look through.
These pixels don’t talk to each other. So 53% of all conversions are claimed by more than one platform.
— Zeke Camusio
Add those together and the dashboard you are steering by is not a measurement. It is three vendors each marking their own homework.
The distortion is systematic rather than random, which is what makes it expensive. Anything close to the purchase gets credit it did not earn on its own. Retargeting and brand search look extraordinary because they are standing next to the till.
Anything that created the demand in the first place looks poor by comparison. Top-of-funnel video is the usual victim. Cut it, and the retargeting numbers hold up for a while, then quietly deteriorate with nothing in the report to explain why.
The alternative is to stop tracking individuals and start reading the aggregate. Zeke describes measuring TikTok traffic campaigns against revenue across fifty states a day for three years, which is over fifty thousand data points and no personal identifiers at all.
It suits ecommerce well, because the volume is there and the purchase is immediate. It is a bad fit for a business doing forty deals a year, where the model has nothing to chew on.
For B2B the answer is user-level attribution plus an expected value per lead. Closing rate multiplied by deal value gives you a number to optimise against long before the deal itself lands.
One person attending the webinar and then filling in the quote form is one lead, not two. Counting both inflates the top of the funnel and makes every downstream conversion rate look worse than it is.
The data that you’re going to need one day to make the AI really good, you’ve been creating that for years.
— Zeke Camusio
Support email, recorded calls, reviews, product copy. None of it is in a warehouse, all of it describes how your customers actually talk. His practical instruction to clients is simply to record every meeting, on the grounds that the cost of keeping it is nothing and the cost of not having it is a year of catching up.
| Entity | What it is |
|---|---|
| Data Speaks | Zeke Camusio’s marketing measurement platform |
| Unified marketing measurement | Attribution, media mix modelling and incrementality testing together |
| Incrementality testing | Measuring what would have happened anyway |
| Expected value per lead | Closing rate multiplied by deal value, used before the deal closes |
| Attribution window | The reason 58 per cent of conversions fall outside the count |
Every link above goes somewhere different. These are the ones not already mentioned above.
He is on LinkedIn, and Data Speaks is the company.
Camusio, Zeke. Interviewed by Jeremy Rivera. “36 Cents of Every Ad Dollar Is Wasted, and Pixels Are Why.” The Unscripted SEO Interview Podcast, 2025. https://the-unscripted-seo-interview-podcast.castos.com/episodes/zeke-camusio-36-cents-of-every-ad-dollar-is-wasted-and-pixels-are-why
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