# CribThis!

> Empirical marketing science. Every claim ("Crib") pairs the vendor myth with what the
> research actually shows, plus the original primary source. 120 Cribs across
> 7 verticals.

Canonical: https://cribthis.com/
Open JSON API: https://cribthis.com/api/public/v1/cribs
Methodology and scoring rubric: https://cribthis.com/methodology
Evidence calculators (95:5 reach, brand/activation split, ESOV, checkout leak, AI citation): https://cribthis.com/calculator
Field notes (source-linked analyses): https://cribthis.com/blog

## Field notes
- [Signals, not studies: what Optimizely's failed FAQ test actually tells us about GEO](https://cribthis.com/blog/signals-not-studies-optimizely-faq-geo) — published 2026-09-17; based on CMSWire reporting from Opticon 2026. One-company operational signal, not a peer-reviewed study.


## Verticals
- [Generative Engine Optimization](https://cribthis.com/geo): How AI engines actually pick citations
- [B2B Go-To-Market & Demand Science](https://cribthis.com/b2b): What econometrics says about pipeline
- [DTC, Retail & Pricing Science](https://cribthis.com/ecommerce): Checkout psychology and promotion math
- [Brand & Creative Effectiveness](https://cribthis.com/brand): Why memory beats targeting
- [Retention & Lifecycle](https://cribthis.com/retention): Loyalty, LTV and churn, honestly
- [Paid Media & Measurement](https://cribthis.com/paid-media): Incrementality over attribution
- [Social & Community](https://cribthis.com/social): What the algorithms actually reward

## Cribs
- [Demand](https://cribthis.com/crib/only-5-percent-of-buyers-are-in-market) — MYTH: Your entire B2B budget should chase in-market buyers. CRIB: At any moment only ~5% of business buyers are in-market; the other 95% are future buyers who must be reached now to be remembered later. SOURCE: John Dawes, Ehrenberg-Bass Institute / LinkedIn B2B Institute, The 95-5 Rule: How advertising works (https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/95-5-rule); impact 9.5/10, consensus 8.6/10, evidence 88/100
- [Content](https://cribthis.com/crib/rewriting-competitor-content-is-enough) — MYTH: Rewriting competitor content is enough. CRIB: For AI Overviews, mostly true: cited pages were statistically indistinguishable from uncited ranking pages on originality (medians 52 vs 55.5, p=.07) across 793 measured AI citations - AIO citation rides on Google rank, not information gain. SOURCE: On-Page.ai, Do AI Assistants Cite Original Content? 793 AI Citations Measured (https://api.on-page.ai/research/ai-citation-study); impact 9.4/10, consensus 8.4/10, evidence 80/100
- [Budget](https://cribthis.com/crib/60-40-brand-activation) — MYTH: Performance marketing should get the majority of budget. CRIB: Across hundreds of IPA case studies, roughly 60% brand / 40% activation maximises long-term profit growth in consumer categories. SOURCE: Les Binet & Peter Field, IPA, The Long and the Short of It (https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it); impact 9.4/10, consensus 8.6/10, evidence 88/100
- [Measurement](https://cribthis.com/crib/roi-confidence-intervals-span-100-points) — MYTH: A big enough A/B test or attribution platform can pin down each campaign's ROI. CRIB: Across 25 large field experiments with major U.S. retailers and brokerages, the median confidence interval on ad ROI was over 100 percentage points wide; individual-level sales are so volatile (coefficient of variation ~10) that an informative test often needs 10M+ person-weeks. SOURCE: Randall A. Lewis & Justin M. Rao, Quarterly Journal of Economics, The Unfavorable Economics of Measuring the Returns to Advertising (https://doi.org/10.1093/qje/qjv023); impact 9.4/10, consensus 8.8/10, evidence 95/100
- [Measurement](https://cribthis.com/crib/last-click-overstates-search-value) — MYTH: Last-click attribution is a fair scorecard. CRIB: Large-scale field experiments show branded search and retargeting capture credit for conversions that would have happened anyway; last-click can overstate paid value by an order of magnitude. SOURCE: Blake, Nosko & Tadelis (eBay), Econometrica, Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment (https://www.nber.org/papers/w20171); impact 9.3/10, consensus 8.4/10, evidence 90/100
- [Budget Allocation](https://cribthis.com/crib/most-tv-spend-unprofitable-at-the-margin) — MYTH: TV's ROI estimates justify current spend levels. CRIB: Estimating elasticities and ROI across 288 brands, Shapiro, Hitsch & Tuchman find ad elasticities far smaller than the published literature suggests, negative ROI at the margin for more than 80% of brands, and positive overall ROI for only about a third. SOURCE: Bradley T. Shapiro, Gunter J. Hitsch & Anna E. Tuchman, Econometrica, TV Advertising Effectiveness and Profitability: Generalizable Results From 288 Brands (https://doi.org/10.3982/ecta17674); impact 9.3/10, consensus 8.2/10, evidence 93/100
- [Growth](https://cribthis.com/crib/light-buyers-drive-growth) — MYTH: Loyal heavy buyers are the growth engine. CRIB: Brand growth comes overwhelmingly from increasing penetration among light and non-buyers, not from deepening loyalty. SOURCE: Byron Sharp, Ehrenberg-Bass Institute, How Brands Grow (https://www.oup.com.au/books/higher-education/management-and-marketing/9780195573565-how-brands-grow); impact 9.2/10, consensus 8/10, evidence 85/100
- [Time Horizons](https://cribthis.com/crib/advertising-elasticity-small-but-compounding) — MYTH: If ads don't move this week's sales, they didn't work. CRIB: Across 751 short-term and 402 long-term elasticities from 56 studies (1960-2008), the average short-term advertising elasticity is 0.12 - but the mean long-term elasticity is 0.24, double the short-term, through carryover. SOURCE: Raj Sethuraman, Gerard J. Tellis & Richard A. Briesch, Journal of Marketing Research, How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities (https://journals.sagepub.com/doi/abs/10.1509/jmkr.48.3.457); impact 9.2/10, consensus 8.8/10, evidence 90/100
- [Budget](https://cribthis.com/crib/brand-activation-split-46-54) — MYTH: B2B should spend almost everything on lead gen. CRIB: Long-run profit is maximised near a 46% brand / 54% activation split in B2B, versus 60/40 in B2C. SOURCE: Les Binet & Peter Field, LinkedIn B2B Institute, The B2B Effectiveness Code (https://business.linkedin.com/advertise/resources/b2b-institute/the-b2b-effectiveness-code); impact 9.2/10, consensus 8/10, evidence 85/100
- [Content](https://cribthis.com/crib/aggregated-round-ups-can-rank-in-ai-answers) — MYTH: Aggregated round-ups can rank in AI answers. CRIB: In most consumer verticals they dominate: 80% of CPG/retail AI answers cite at least one neutral reviewer or aggregator (Foglift 2026 benchmark - 375 buyer-intent responses, 25 verticals, 5 engines). The exception is tech SaaS, where vendor first-party content is cited 92.7% of the time. SOURCE: Foglift, When AI Engines Cite the Reviewer vs. the Brand: A 25-Vertical Split (https://foglift.io/research/ai-search-aggregators-vs-vendors-2026); impact 9.1/10, consensus 8.1/10, evidence 81/100
- [Creative](https://cribthis.com/crib/creative-is-the-largest-controllable-variable) — MYTH: Targeting and media buying determine campaign outcomes. CRIB: Creative quality accounts for roughly half of advertising-driven sales variance — a larger share than any single media variable. SOURCE: Nielsen Catalina Solutions, When It Comes to Advertising Effectiveness, What Is Key? (https://www.nielsen.com/insights/2017/when-it-comes-to-advertising-effectiveness-what-is-key/); impact 9.1/10, consensus 8.4/10, evidence 86/100
- [Content](https://cribthis.com/crib/statistics-and-citations-beat-keyword-placement-geo-bench) — MYTH: Traditional SEO keyword placement is sufficient for AI engines. CRIB: Adding numeric statistics, authoritative quotes and fluent structural edits boosts visibility in generative engines by up to 40%. SOURCE: Aggarwal et al. (Princeton / IIT Delhi / Georgia Tech / AI2), Statistics, quotes and citations lift generative visibility up to 40% (https://arxiv.org/abs/2311.09735); impact 9/10, consensus 9/10, evidence 92/100
- [Conversion](https://cribthis.com/crib/checkout-fields-drive-abandonment) — MYTH: Long checkouts are fine if the product is good. CRIB: Average large-site checkouts ask for far more fields than necessary; trimming to the minimum viable set is one of the highest-yield conversion changes available. SOURCE: Baymard Institute, Checkout Usability Research (https://baymard.com/research/checkout-usability); impact 9/10, consensus 8.8/10, evidence 90/100
- [Creative](https://cribthis.com/crib/emotional-campaigns-outperform-rational) — MYTH: Rational product messaging drives the strongest results. CRIB: Emotionally led campaigns produce roughly twice the long-term business effects of rational ones, and the gap widens with campaign duration. SOURCE: Les Binet & Peter Field, IPA, The Long and the Short of It (https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it); impact 9/10, consensus 8.2/10, evidence 84/100
- [Link in comments on LinkedIn](https://cribthis.com/crib/linkedin-link-in-comments) — MYTH: "Link in comments" is a busted hack — LinkedIn stopped penalising outbound links. CRIB: Outbound links in the post body still suppress reach. Algorithm InSights (1.8M posts) puts the body-link penalty near 50% of organic reach, and controlled A/B tests show first-comment placement recovering most of it: GrowthRocks measured 2.9x reach for link-in-comment in round one and 1.8x in round two — with more clicks, not fewer. SOURCE: GrowthRocks (A/B test) · Richard van der Blom, Algorithm InSights (1.8M posts), LinkedIn Experiment: Link in Post vs Link in Comment (https://growthrocks.com/blog/linkedin-abtest-link-in-comment/); impact 9/10, consensus 7/10, evidence 82/100
- [Dwell time beats reactions](https://cribthis.com/crib/linkedin-dwell-time) — MYTH: Likes are the signal that drives distribution. CRIB: LinkedIn's own ranking model uses a dwell-time prediction weighted independently of — and more heavily than — likes, with no fixed second threshold. Content that gets read all the way through outranks content that gets tapped and skipped. SOURCE: Meet Lea (citing LinkedIn engineering disclosures), LinkedIn Algorithm Explained 2026: Dwell Time, Comments & Reach (https://meet-lea.com/en/blog/linkedin-algorithm-explained); impact 9/10, consensus 8/10, evidence 76/100
- [Budget Allocation](https://cribthis.com/crib/heavier-media-weight-rarely-lifts-established-brands) — MYTH: Outspending competitors on media weight lifts sales. CRIB: Across 389 BehaviorScan split-cable TV experiments, increasing budget relative to competitors did not increase sales in general - changing brand, copy, or media strategy did. Standard recall and persuasion pretests did not predict which ads would move sales. SOURCE: Leonard M. Lodish et al., Journal of Marketing Research, How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments (https://journals.sagepub.com/doi/10.1177/002224379503200201); impact 9/10, consensus 8.5/10, evidence 92/100
- [Authority](https://cribthis.com/crib/earned-media-outweighs-owned-domain-authority) — MYTH: Owned brand domain authority is enough to secure top placement in AI answers. CRIB: Generative engines systematically favor earned media and authoritative third-party coverage over brand-owned and social assets. SOURCE: Chen & Wang, Generative Engine Optimization: How to Dominate AI Search (https://arxiv.org/abs/2509.08919); impact 9/10, consensus 8/10, evidence 68/100
- [Measurement](https://cribthis.com/crib/long-term-campaigns-outperform) — MYTH: Quarterly performance reporting captures campaign value. CRIB: Brand effects accumulate over 6+ months; measurement windows shorter than two quarters systematically undervalue brand and overvalue activation. SOURCE: Les Binet & Peter Field, IPA, The Long and the Short of It (https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it); impact 8.9/10, consensus 8.2/10, evidence 84/100
- [Measurement](https://cribthis.com/crib/geo-holdout-is-the-practical-gold-standard) — MYTH: Platform-reported ROAS is sufficient evidence. CRIB: Geo-based holdout experiments give unbiased incrementality estimates without user-level tracking and are the most practical causal method for most advertisers. SOURCE: Vaver & Koehler, Google Research, Estimating Ad Effectiveness using Geo Experiments (https://research.google/pubs/pub38355/); impact 8.9/10, consensus 8/10, evidence 84/100
- [Planning](https://cribthis.com/crib/reach-beats-frequency) — MYTH: High frequency against a narrow audience maximises impact. CRIB: Broad reach with modest frequency consistently outperforms narrow high-frequency plans; marginal response per additional exposure declines quickly. SOURCE: Byron Sharp, Ehrenberg-Bass Institute, How Brands Grow (https://www.oup.com.au/books/higher-education/management-and-marketing/9780195573565-how-brands-grow); impact 8.8/10, consensus 8/10, evidence 80/100
- [Attribution](https://cribthis.com/crib/online-ads-move-mostly-offline-sales) — MYTH: Display ad ROI shows up in online conversions. CRIB: A randomized experiment with 1.6 million Yahoo! users found display ads profitably lifted a major retailer's purchases by 5% - but 93% of the increase happened in brick-and-mortar stores, and 78% came from customers who never clicked the ads. SOURCE: Randall A. Lewis & David H. Reiley, Quantitative Marketing and Economics, Online Ads and Offline Sales: Measuring the Effect of Retail Advertising via a Controlled Experiment on Yahoo! (https://doi.org/10.1007/s11129-014-9146-6); impact 8.8/10, consensus 8.4/10, evidence 92/100
- [Creative](https://cribthis.com/crib/creativity-has-lost-its-effectiveness-edge) — MYTH: Award-winning creativity is automatically more effective. CRIB: Across nearly 600 IPA Effectiveness Award case studies (1996-2018), creatively awarded campaigns have fallen to their lowest effectiveness in 24 years of analysis and are now no more effective than non-awarded campaigns; short-termism is the main driver. SOURCE: Peter Field, IPA, The Crisis in Creative Effectiveness (https://ipa.co.uk/knowledge/publications-reports/the-crisis-in-creative-effectiveness); impact 8.8/10, consensus 7.8/10, evidence 80/100
- [Conversion](https://cribthis.com/crib/guest-checkout-required) — MYTH: Forcing account creation builds your CRM. CRIB: Mandatory account creation is a top-cited abandonment driver; guest checkout with a post-purchase account offer captures both revenue and the record. SOURCE: Baymard Institute, Guest Checkout Usability (https://baymard.com/blog/make-guest-checkout-prominent); impact 8.8/10, consensus 8.9/10, evidence 88/100
- [Content](https://cribthis.com/crib/ai-models-prefer-short-simple-pages) — MYTH: AI models prefer short, simple pages. CRIB: Pages with high quote density and numeric stats are cited 2-3x more often than thin content. SOURCE: AirOps, From Retrieved to Cited: How Commercial Content Earns Citations in AI Search (https://www.airops.com/report/from-retrieved-to-cited-how-commercial-content-earns-citations-in-ai-search); impact 8.8/10, consensus 7.8/10, evidence 74/100
- [Demand](https://cribthis.com/crib/mental-availability-beats-targeting) — MYTH: Hyper-targeting a small ICP list is more efficient than broad reach. CRIB: Category-entry-point memory built through broad reach predicts future buying better than narrow retargeting of today's list. SOURCE: Jenni Romaniuk & Byron Sharp, Ehrenberg-Bass Institute, How Brands Grow Part 2 (https://marketingscience.info/learn-with-us/books); impact 8.8/10, consensus 7.6/10, evidence 80/100
- [Budget](https://cribthis.com/crib/recession-share-of-voice-pays) — MYTH: Cut ad spend first when a downturn hits. CRIB: The IPA's recession evidence review finds brands that maintain share of voice through a downturn recover faster and gain share over cutters - cutting spend mortgages the recovery. SOURCE: IPA, Advertising in Recession (EffWorks evidence review) (https://ipa.co.uk/initiatives/effworks/effworks-ft-reports/advertising-in-recession); impact 8.8/10, consensus 8.4/10, evidence 80/100
- [Measurement](https://cribthis.com/crib/observational-attribution-cant-recover-lift) — MYTH: With enough user-level data, models can recover causal lift without experiments. CRIB: Across 663 Facebook RCTs described by 5,000+ features, state-of-the-art observational methods (double/debiased ML, propensity matching) miss the experimental lift by a median 62-115% depending on funnel stage - larger than the median lift itself. SOURCE: Brett R. Gordon, Robert Moakler & Florian Zettelmeyer, Marketing Science, Close Enough? A Large-Scale Exploration of Non-Experimental Approaches to Advertising Measurement (https://doi.org/10.1287/mksc.2022.1413); impact 8.8/10, consensus 8.2/10, evidence 90/100
- [Measurement](https://cribthis.com/crib/statistical-significance-is-not-a-deployment-rule) — MYTH: A statistically significant lift tells you whether to ship the treatment. CRIB: A significance test answers whether the experimental means differ, not whether deployment will pay off under future uncertainty. Across 552 advertising experiments, a distribution-aware decision rule substantially reduced regret versus conventional hypothesis testing. SOURCE: Max H. Farrell, Malika Korganbekova & Sanjog Misra, arXiv, Robust A/B Decisions (https://arxiv.org/abs/2609.07633); impact 8.8/10, consensus 7.2/10, evidence 82/100, under watch
- [Measurement](https://cribthis.com/crib/share-of-voice-drives-share-growth) — MYTH: Market share grows from product superiority alone. CRIB: Excess share of voice above share of market predicts subsequent share growth; roughly every 10 points of eSOV maps to about 0.5-1 point of annual share gain. SOURCE: Les Binet & Peter Field, IPA, Media in Focus (https://ipa.co.uk/knowledge/publications-reports/media-in-focus-marketing-effectiveness-in-the-digital-era); impact 8.7/10, consensus 7.4/10, evidence 76/100
- [Lifecycle](https://cribthis.com/crib/onboarding-window-determines-churn) — MYTH: Churn is a late-lifecycle problem. CRIB: Most avoidable churn is set in the first sessions: users who reach a core activation action early retain at multiples of those who do not. SOURCE: Reforge / Andrew Chen, Growth research on activation and retention curves (https://andrewchen.com/retention-is-king/); impact 8.7/10, consensus 8/10, evidence 76/100
- [Creative](https://cribthis.com/crib/creative-quality-outweighs-targeting-precision) — MYTH: Better targeting compensates for average creative. CRIB: In platform meta-analyses creative explains far more outcome variance than incremental targeting precision, especially in auction environments that already optimise delivery. SOURCE: Nielsen Catalina Solutions, When It Comes to Advertising Effectiveness, What Is Key? (https://www.nielsen.com/insights/2017/when-it-comes-to-advertising-effectiveness-what-is-key/); impact 8.7/10, consensus 7.8/10, evidence 78/100
- [Measurement](https://cribthis.com/crib/ghost-ads-cheapest-valid-control) — MYTH: Valid lift measurement requires expensive PSA control ads or full platform blackouts. CRIB: Ghost ads - logging the impression a control user would have been served, without serving or paying for it - reproduce RCT-grade measurement at a fraction of the cost of PSA controls, and are precise enough to have become standard practice at Google and for brands like Duracell and Nissan. SOURCE: Garrett A. Johnson, Randall A. Lewis & Elmar I. Nubbemeyer, Journal of Marketing Research, Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness (https://journals.sagepub.com/doi/10.1509/jmr.15.0297); impact 8.7/10, consensus 8/10, evidence 90/100
- [Demand](https://cribthis.com/crib/category-entry-points-win-b2b-shortlists) — MYTH: B2B growth comes from persuading buyers with superior messaging. CRIB: Ehrenberg-Bass research shows B2B buyers start from a mental shortlist built from category entry points - the cues (motives, situations, occasions) that retrieve brands from memory. Brands grow by linking themselves to more CEPs, not by winning rational arguments. SOURCE: Ehrenberg-Bass Institute for Marketing Science (Jenni Romaniuk), Category Entry Points in a Business-to-Business (B2B) World (https://ebims.emdev.au/category-entry-points-in-a-business-to-business-b2b-world/); impact 8.7/10, consensus 7.6/10, evidence 74/100
- [Sales](https://cribthis.com/crib/buying-groups-not-single-leads) — MYTH: One MQL equals one opportunity. CRIB: Typical enterprise purchases involve 6-11 stakeholders; single-contact scoring systematically misreads deal readiness. SOURCE: Gartner / CEB, The Challenger Customer (https://www.gartner.com/en/sales/insights/b2b-buying-journey); impact 8.6/10, consensus 8.4/10, evidence 82/100
- [Economics](https://cribthis.com/crib/retention-beats-acquisition-economics) — MYTH: Growth is an acquisition problem. CRIB: Modest retention improvements compound through the customer base and typically move profit more than equivalent acquisition spend, because retained revenue carries no CAC. SOURCE: Reichheld & Sasser, Harvard Business Review, Zero Defections: Quality Comes to Services (https://hbr.org/1990/09/zero-defections-quality-comes-to-services); impact 8.6/10, consensus 7.8/10, evidence 72/100, under watch
- [Measurement](https://cribthis.com/crib/mmm-and-experiments-are-complementary) — MYTH: Marketing mix modelling replaces experiments. CRIB: MMM and experiments are complements: experiments calibrate priors, MMM allocates across the whole mix. Neither alone is sufficient. SOURCE: Jin et al., Google Research, Bayesian Methods for Media Mix Modeling with Carryover and Shape Effects (https://research.google/pubs/pub46001/); impact 8.6/10, consensus 8.2/10, evidence 82/100
- [Creative](https://cribthis.com/crib/creative-commitment-multiplies-effects) — MYTH: Creative quality alone determines effectiveness. CRIB: Comparing 4,863 effectiveness award cases (2011-2019), the largest business effects came from 'creatively committed' campaigns: more media spend, more channels, and longer durations behind one creative platform - captured in the Creative Effectiveness Ladder. SOURCE: James Hurman & Peter Field, WARC / Cannes Lions, The Effectiveness Code (https://www.warc.com/en/article/the-effectiveness-code-63d75d4dfc3547f4b8a84f6f4d1bf6e2); impact 8.6/10, consensus 7.5/10, evidence 78/100
- [Measurement](https://cribthis.com/crib/retail-media-iroas-is-methodology-sensitive) — MYTH: Retail media ROAS proves the channel works. CRIB: Most retail-media ROAS counts sales that would have happened anyway; even incremental ROAS is so methodology-sensitive that Ovative, Albertsons Media Collective and Kellogg faculty built a framework just to standardize it. SOURCE: Ovative Group with Albertsons Media Collective & Northwestern Kellogg faculty, Retail Media iROAS Demystified (https://ovative.com/wp-content/uploads/2026/03/Retail-Media-iROAS-Demystified.pdf); impact 8.6/10, consensus 7.8/10, evidence 72/100
- [Pricing](https://cribthis.com/crib/free-shipping-threshold-beats-discount) — MYTH: A percentage discount converts better than free shipping. CRIB: Shipping cost is the single most cited reason for abandonment; a free-shipping threshold typically outperforms an equivalent-margin discount and lifts average order value. SOURCE: Baymard Institute, Reasons for Abandonments During Checkout (https://baymard.com/lists/cart-abandonment-rate); impact 8.5/10, consensus 8/10, evidence 80/100
- [Loyalty](https://cribthis.com/crib/loyal-customers-arent-automatically-profitable) — MYTH: Loyal customers cost less to serve, pay more, and evangelize for free. CRIB: Studying four companies over 16 months, Reinartz & Kumar found only a modest correlation between customer longevity and profitability: long-tenure customers expected discounts, were no cheaper to serve, and were not reliably the best word-of-mouth sources. SOURCE: Werner Reinartz & V. Kumar, Harvard Business Review, The Mismanagement of Customer Loyalty (https://hbr.org/2002/07/the-mismanagement-of-customer-loyalty); impact 8.5/10, consensus 8.2/10, evidence 75/100
- [Channels](https://cribthis.com/crib/retargeting-incrementality-is-low) — MYTH: Retargeting is the most efficient spend available. CRIB: Controlled experiments repeatedly find retargeting incrementality far below reported ROAS, because it reaches users already on a purchase path. SOURCE: Brett R. Gordon, Florian Zettelmeyer, Neha Bhargava & Dan Chapsky, Marketing Science, A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook (https://pubsonline.informs.org/doi/10.1287/mksc.2018.1135); impact 8.5/10, consensus 7.8/10, evidence 82/100
- [Content](https://cribthis.com/crib/aio-is-additive-traffic-on-top-of-blue-link-serps) — MYTH: AIO is additive traffic on top of blue-link SERPs. CRIB: When an AI Overview appears, the top-ranking page's CTR drops ~34.5% on informational queries (Ahrefs, 300K keywords); Pew found clicks on traditional results roughly halve when an AI summary is present. SOURCE: Ahrefs, AI Overviews Reduce Clicks by 34.5% (https://ahrefs.com/blog/ai-overviews-reduce-clicks/); impact 8.5/10, consensus 7.5/10, evidence 82/100
- [Measurement](https://cribthis.com/crib/tv-roi-negative-at-margin) — MYTH: More GRPs fix weak TV performance. CRIB: Across 288 brands in many categories, TV ad elasticities come out far smaller than the published literature suggests, and marginal ROI is negative for more than 80% of brands. SOURCE: Bradley T. Shapiro, Gunter J. Hitsch & Anna E. Tuchman, Econometrica, TV Advertising Effectiveness and Profitability: Generalizable Results From 288 Brands (https://doi.org/10.3982/ECTA17674); impact 8.5/10, consensus 7.8/10, evidence 92/100
- [Brand](https://cribthis.com/crib/distinctive-assets-beat-differentiation) — MYTH: B2B brands win on rational differentiation. CRIB: Consistent distinctive assets (logo, colour, character, tagline) drive recognition and recall far more reliably than claimed product differentiation. SOURCE: Jenni Romaniuk, Ehrenberg-Bass Institute, Building Distinctive Brand Assets (http://www.jenniromaniuk.com/books); impact 8.4/10, consensus 7.8/10, evidence 78/100
- [Growth](https://cribthis.com/crib/double-jeopardy-law) — MYTH: Small brands can win by being unusually loyal. CRIB: Double jeopardy: smaller brands have both fewer buyers and slightly lower loyalty — an empirical law observed across categories and decades. SOURCE: Byron Sharp, Ehrenberg-Bass Institute, How Brands Grow (https://www.oup.com.au/books/higher-education/management-and-marketing/9780195573565-how-brands-grow); impact 8.4/10, consensus 8.8/10, evidence 90/100
- [Operations](https://cribthis.com/crib/viewability-fraud-and-supply-path) — MYTH: The programmatic supply chain is basically efficient. CRIB: Independent audits find a substantial share of programmatic spend disappears into unattributable fees and low-quality inventory before reaching a working impression. SOURCE: ISBA / PwC, Programmatic Supply Chain Transparency Study (https://www.isba.org.uk/knowledge/programmatic-supply-chain-transparency-study); impact 8.4/10, consensus 7.6/10, evidence 80/100
- [Measurement](https://cribthis.com/crib/mmm-is-now-free) — MYTH: Media mix modeling is a six-figure enterprise tool. CRIB: Google open-sourced its MMM (Meridian, January 2025) with Bayesian calibration from experiments built in, and Meta's Robyn is also free - credible MMM now costs analyst time, not a vendor contract. SOURCE: Google, Meridian is now available to everyone (https://blog.google/products/ads-commerce/meridian-marketing-mix-model-open-to-everyone/); impact 8.4/10, consensus 8.2/10, evidence 80/100
- [Creative](https://cribthis.com/crib/creative-wearout-is-rarer-than-assumed) — MYTH: Rotate creative constantly - ads wear out fast. CRIB: The ARF's evidence review finds true creative wear-out is less common than assumed: repeated exposure more often builds memory (wear-in) than fatigue, and marketers tire of their ads long before consumers do. SOURCE: ARF Knowledge at Hand, Do Ads Really Wear Out? Evidence and Implications for Media (https://thearf.org/category/ua_resource/do-ads-really-wear-out-evidence-and-implications-for-media/); impact 8.4/10, consensus 7.8/10, evidence 78/100
- [Measurement](https://cribthis.com/crib/attention-not-viewability) — MYTH: Viewability equals attention. CRIB: Viewability is a necessary floor, not a measure of attention; attention-time metrics predict brand outcomes far better than viewable-impression counts. SOURCE: Karen Nelson-Field, Amplified Intelligence, The Attention Economy research programme (https://www.amplifiedintelligence.com.au/research/); impact 8.3/10, consensus 7/10, evidence 68/100, under watch
- [Targeting](https://cribthis.com/crib/privacy-rules-cut-banner-ad-effectiveness) — MYTH: Losing tracking data only hurts measurement, not performance. CRIB: Using 3.3 million survey responses across 9,596 display campaigns, Goldfarb & Tucker found display ads became far less effective at shifting purchase intent after the EU Privacy Directive restricted data-driven targeting - with the biggest losses on general-content sites and for small, static formats. SOURCE: Avi Goldfarb & Catherine E. Tucker, Management Science, Privacy Regulation and Online Advertising (https://pubsonline.informs.org/doi/abs/10.1287/mnsc.1100.1246); impact 8.3/10, consensus 8/10, evidence 88/100
- [Pricing](https://cribthis.com/crib/discount-depth-erodes-base-price) — MYTH: Deep discounts are a harmless volume lever. CRIB: Frequent deep promotions retrain reference prices and depress baseline sales between promotions, so measured promo ROI overstates true incrementality. SOURCE: Carl F. Mela, Sunil Gupta & Donald R. Lehmann, Journal of Marketing Research, The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice (https://journals.sagepub.com/doi/10.1177/002224379703400205); impact 8.3/10, consensus 7.6/10, evidence 74/100
- [Content](https://cribthis.com/crib/you-need-more-listicles-to-rank-in-ai-search) — MYTH: You need more listicles to rank in AI search. CRIB: Listicles genuinely earn AI citations: Wix's AI Search Lab found them the #2 cited format for informational intent after articles (~45%), across ChatGPT, AI Mode and Perplexity. Format fit beats format volume. SOURCE: Wix AI Search Lab, The Content Types Most Cited by LLMs (https://www.wix.com/studio/ai-search-lab/research/content-types-most-cited-by-llms); impact 8.2/10, consensus 7.2/10, evidence 65/100
- [Creative](https://cribthis.com/crib/right-brain-creative-builds-long-term) — MYTH: Tight, information-dense ads are the efficient choice. CRIB: Broad, character-led, 'right-brain' creative correlates with far larger long-term effects than narrow message-dense executions. SOURCE: Orlando Wood, System1 / IPA, Look Out: Creative Effectiveness (https://ipa.co.uk/knowledge/publications-reports/look-out); impact 8.2/10, consensus 7/10, evidence 70/100
- [Creative](https://cribthis.com/crib/dull-ads-need-far-more-media-to-match) — MYTH: A safe, neutral ad just works a little less hard. CRIB: Modelling IPA cases with System1 emotional-response data, 'dull' low-emotion TV ads need far more media to match effective creative: roughly 10m pounds extra per UK campaign, scaling to an estimated $228bn of extra spend across US TV to match the market-share growth of the most impactful spots. SOURCE: Adam Morgan, Peter Field & System1, The Extraordinary Cost of Dull (https://system1group.com/the-extraordinary-cost-of-dull); impact 8.2/10, consensus 7/10, evidence 68/100
- [Messaging](https://cribthis.com/crib/b2b-personal-value-beats-business-value) — MYTH: B2B buyers decide on business value: ROI, specs, risk. CRIB: In Google/CEB/Motista research, B2B purchasers were almost 50% more likely to buy when they saw personal value (career advancement, confidence, pride) in the decision and 8x more likely to pay a premium; only 14% would pay a premium for perceived business-value differences. SOURCE: Google / CEB Marketing Leadership Council / Motista, From Promotion to Emotion: Connecting B2B Customers to Brands (https://www.thinkwithgoogle.com/_qs/documents/131/promotion-emotion-b2b_articles.pdf); impact 8.2/10, consensus 6.8/10, evidence 62/100
- [Technical](https://cribthis.com/crib/site-speed-revenue-link) — MYTH: Site speed is a technical nice-to-have. CRIB: Field studies across large retailers repeatedly tie sub-second load improvements to measurable conversion and revenue gains, with mobile most sensitive. SOURCE: Deloitte Digital / Google, Milliseconds Make Millions (https://web.dev/case-studies/milliseconds-make-millions); impact 8.2/10, consensus 8.4/10, evidence 82/100
- [Attention](https://cribthis.com/crib/ctv-streaming-ads-hold-attention) — MYTH: CTV attention is no better than feed scrolling. CRIB: In the first industry-endorsed attention study, streaming video ads held almost 80% attentive viewing with minimal drop-off over time - 123% more attentive viewing than scrollable social (Amplified x Video Futures Collective, 2025). SOURCE: Amplified & Video Futures Collective, Streaming video delivers 123% more attentive viewing than scrollable social (https://www.amplified.co/insight/streaming-video-vfc-research); impact 8.2/10, consensus 7.6/10, evidence 74/100
- [Creative](https://cribthis.com/crib/maximum-ai-personalization-backfires) — MYTH: The more personal an AI-generated ad looks, the better it will work. CRIB: In a 100-person within-subject study across four products, moderately personalized AI imagery earned the best ad and product attitudes. At high personalization, rising creepiness outweighed the relevance benefit and neutralized gains across ad attitude, product attitude, and purchase intent. SOURCE: Victor Kolominsky-Rabas, Leopold Müller, Claudius Budcke, Claas Christian Germelmann & Niklas Kühl, arXiv, Enabling and Understanding Personalization in AI-Generated Advertising Imagery (https://arxiv.org/abs/2609.12697); impact 8.2/10, consensus 7/10, evidence 76/100, under watch
- [Measurement](https://cribthis.com/crib/share-of-search-predicts-share) — MYTH: Brand tracking surveys are the only forward indicator. CRIB: Share of search leads market share by several months in many categories, giving a cheap, high-frequency brand-health proxy. SOURCE: Les Binet, IPA / EffWorks, Share of Search as a Predictive Measure (https://ipa.co.uk/effworks/effworksglobal-2020/share-of-search-as-a-predictive-measure/); impact 8.1/10, consensus 7.2/10, evidence 72/100
- [Content](https://cribthis.com/crib/perplexity-cites-only-the-top-ranked-page) — MYTH: Perplexity cites only the top-ranked page. CRIB: Perplexity answers synthesize multiple sources rather than a single top-ranked page; Profound's 10-month cross-platform analysis (Aug 2024-Jun 2025) maps how differently each engine picks them. SOURCE: Nick Lafferty, Profound, AI Platform Citation Patterns: How ChatGPT, Google AI Overviews, and Perplexity Source Information (https://www.tryprofound.com/blog/ai-platform-citation-patterns); impact 8.1/10, consensus 7.1/10, evidence 78/100
- [Technical](https://cribthis.com/crib/structure-not-just-semantics-drives-citation-geo-sfe) — MYTH: Semantic meaning is all LLMs care about when pulling citations. CRIB: Structural feature engineering — heading hierarchy, information chunking and visual formatting — independently raises citation rates by 17.3%. SOURCE: Yu et al., Structural feature engineering raises citation rates 17.3% (https://arxiv.org/abs/2603.29979); impact 8/10, consensus 7/10, evidence 78/100
- [Retention](https://cribthis.com/crib/email-remains-highest-roi-owned-channel) — MYTH: Email is a dying channel for commerce. CRIB: Triggered commerce email (browse, cart, post-purchase) continues to produce the strongest measured revenue per send of any owned channel. SOURCE: Data & Marketing Association (DMA UK), Marketer Email Tracker (https://dma.org.uk/research/marketer-email-tracker-2021); impact 8/10, consensus 7.2/10, evidence 66/100, under watch
- [Creative](https://cribthis.com/crib/fluent-devices-outperform-new-creative) — MYTH: Every campaign needs a fresh creative idea. CRIB: Recurring fluent devices and consistent assets build recognition faster and cheaper than continually restarting creative platforms. SOURCE: Jenni Romaniuk, Ehrenberg-Bass Institute, Building Distinctive Brand Assets (http://www.jenniromaniuk.com/books); impact 8/10, consensus 7.6/10, evidence 74/100
- [Measurement](https://cribthis.com/crib/cltv-models-overfit-early-data) — MYTH: Early cohort LTV projections are reliable planning inputs. CRIB: LTV curves flatten unpredictably; projections built on the first weeks of a cohort routinely overstate long-run value. SOURCE: Fader, Hardie & Lee, Marketing Science, Counting Your Customers the Easy Way (https://www.brucehardie.com/papers/018/fader_et_al_mksc_05.pdf); impact 8/10, consensus 7.2/10, evidence 70/100
- [Measurement](https://cribthis.com/crib/platform-lift-studies-are-not-neutral) — MYTH: Platform-run lift studies are objective evidence. CRIB: Platform-run studies use marketer-invisible control construction and frequently disagree with independent geo holdouts, biasing toward the platform. SOURCE: Gordon, Zettelmeyer, Bhargava & Chapsky, Marketing Science, A Comparison of Approaches to Advertising Measurement (https://pubsonline.informs.org/doi/10.1287/mksc.2018.1135); impact 8/10, consensus 7.4/10, evidence 74/100
- [Comment weighting vs likes](https://cribthis.com/crib/linkedin-comments-vs-likes) — MYTH: A comment is worth 15x a like — every creator says so. CRIB: The 15x multiplier has no traceable primary source. AuthoredUp's analysis of 621,833 posts puts a comment at roughly 2x a like, a save at roughly 2x a meaningful comment, and threaded replies at up to 2.4x more reach. Comments still beat likes — just not by an order of magnitude. SOURCE: Meet Lea (citing AuthoredUp, 621,833 posts), LinkedIn Algorithm Explained 2026: Dwell Time, Comments & Reach (https://meet-lea.com/en/blog/linkedin-algorithm-explained); impact 8/10, consensus 8/10, evidence 78/100
- [Organic reach decline](https://cribthis.com/crib/linkedin-organic-reach-decline) — MYTH: Your reach dropped because you stopped posting enough. CRIB: Algorithm InSights (1.8M posts) documents organic reach falling by nearly 50% as LinkedIn shifted from a social graph to an interest graph. Baseline reach is structurally lower; the model now rewards demonstrated expertise signals over reach-chasing volume. SOURCE: Agorapulse (citing Richard van der Blom, Algorithm InSights 2025), LinkedIn Algorithm 2025: What Changed (https://www.agorapulse.com/blog/linkedin/linkedin-algorithm-2025/); impact 8/10, consensus 8/10, evidence 80/100
- [Outbound-link penalty across platforms](https://cribthis.com/crib/social-link-penalty-cross-platform) — MYTH: The link penalty is a LinkedIn-only quirk. CRIB: It replicates across networks. Sprout Social's LinkedIn test recorded 8,136 impressions for link-in-comment posts vs 3,309 with the link in the body (261 vs 141 engagements). Socialinsider's analysis of 51,054,216 Facebook posts found body links roughly halve engagement potential, and Hootsuite's linkless-tweet experiment found 56% of its top-engaging tweets contained no link. SOURCE: Axia Public Relations (summarising Sprout Social, Socialinsider & Hootsuite experiments), Are external links in the comments of social media posts worth it? (https://www.axiapr.com/blog/are-external-links-in-the-comments-of-social-media-posts-worth-it); impact 8/10, consensus 7/10, evidence 68/100
- [Retargeting](https://cribthis.com/crib/over-specific-retargeting-backfires) — MYTH: The more personalized the retargeted ad, the better it performs. CRIB: In a field experiment with an online travel firm, dynamic ads showing the exact product browsed were on average LESS effective than generic brand ads; specificity only wins once browsing behavior shows preferences have narrowed (e.g. the shopper has started visiting review sites). SOURCE: Anja Lambrecht & Catherine E. Tucker, Journal of Marketing Research, When Does Retargeting Work? Information Specificity in Online Advertising (https://journals.sagepub.com/doi/10.1509/jmr.11.0503); impact 8/10, consensus 7.6/10, evidence 85/100
- [Word of Mouth](https://cribthis.com/crib/word-of-mouth-outlasts-traditional-marketing) — MYTH: Word of mouth is a soft bonus next to paid media. CRIB: Vector-autoregression modelling of a social network's growth shows WOM referrals have substantially longer carryover effects and substantially higher response elasticities than traditional marketing actions - and a referral's value can be monetized from the downstream ad revenue a new member generates. SOURCE: Michael Trusov, Randolph E. Bucklin & Koen Pauwels, Journal of Marketing, Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site (https://journals.sagepub.com/doi/10.1509/jmkg.73.5.90); impact 8/10, consensus 8/10, evidence 85/100
- [Content](https://cribthis.com/crib/answer-first-placement-first-30-percent-rule) — MYTH: It doesn't matter where in the page the answer lives — the model reads everything. CRIB: 44.2% of LLM citations originate in the first 30% of a document's body text. Lead with the answer. SOURCE: Search Engine Land, 44% of ChatGPT citations come from the first third of content (https://searchengineland.com/chatgpt-citations-content-study-469483); impact 8/10, consensus 6/10, evidence 62/100
- [Distribution](https://cribthis.com/crib/unlinked-mentions-outperform-backlinks-for-citation) — MYTH: Backlinks are the off-site signal that drives AI citation. CRIB: Branded web mentions are the strongest correlate of AI Overview brand visibility (r~0.39), well above backlinks (r~0.22), across Ahrefs' 75K-brand analysis. SOURCE: Ahrefs, An Analysis of AI Overview Brand Visibility Factors (75K Brands) (https://ahrefs.com/blog/ai-overview-brand-correlation/); impact 8/10, consensus 6/10, evidence 60/100
- [Pricing](https://cribthis.com/crib/left-digit-effect-moves-demand) — MYTH: A cent is a rounding error. CRIB: Consumers encode prices left to right, so $2.99 vs $3.00 shifts demand far more than one cent warrants - the left-digit effect, shown across lab and field evidence (Thomas & Morwitz, JCR 2005). SOURCE: Manoj Thomas & Vicki Morwitz, Journal of Consumer Research, Penny Wise and Pound Foolish: The Left-Digit Effect in Price Cognition (https://doi.org/10.1086/429600); impact 8/10, consensus 8.6/10, evidence 88/100
- [Measurement](https://cribthis.com/crib/raw-ai-mentions-are-not-business-impact) — MYTH: Counting how often an AI answer mentions you measures GEO business impact. CRIB: A new causal GEO measurement framework shows why raw mentions are only one input: business impact also depends on query volume, each engine's share of use, whether people notice the mention, and the response under alternative treatment sequences. SOURCE: Masahiro Kato, Daiki Honma & Taka Kato, arXiv, Generative Marketing Mix Modeling: A Causal Inference Framework Linking GEO and GEM to Business Impact (https://arxiv.org/abs/2609.11915); impact 8/10, consensus 6.2/10, evidence 68/100, under watch
- [Planning](https://cribthis.com/crib/short-flights-underdeliver) — MYTH: Concentrated burst campaigns are the efficient pattern. CRIB: Continuous or near-continuous presence generally beats short heavy bursts for established brands, because buying occurs continuously across the category. SOURCE: Les Binet & Peter Field, IPA, Media in Focus (https://ipa.co.uk/knowledge/publications-reports/media-in-focus-marketing-effectiveness-in-the-digital-era); impact 7.9/10, consensus 7.4/10, evidence 72/100
- [Reviews](https://cribthis.com/crib/ewom-volume-and-valence-both-move-sales) — MYTH: Star rating is the only review metric that matters. CRIB: Meta-analysis of 51 studies (339 volume and 271 valence elasticities): eWOM volume elasticity is 0.236 and valence elasticity 0.417 - with stronger effects on independent review sites and for durable, privately consumed, low-trialability products. SOURCE: Ya You, Gautham G. Vadakkepatt & Amit M. Joshi, Journal of Marketing, A Meta-Analysis of Electronic Word-of-Mouth Elasticity (https://doi.org/10.1509/jm.14.0169); impact 7.9/10, consensus 8.4/10, evidence 88/100
- [Social Proof](https://cribthis.com/crib/reviews-lift-conversion-with-diminishing-returns) — MYTH: More reviews always mean more sales. CRIB: Conversion gains from review volume rise steeply from zero to a few dozen reviews, then flatten; recency and response quality matter more after that. SOURCE: Spiegel Research Center, Northwestern, How Online Reviews Influence Sales (https://spiegel.medill.northwestern.edu/how-online-reviews-influence-sales/); impact 7.9/10, consensus 7.8/10, evidence 76/100
- [Programs](https://cribthis.com/crib/loyalty-programs-rarely-create-loyalty) — MYTH: A points programme will increase loyalty. CRIB: Most loyalty programmes reward behaviour that would have happened anyway; measured incremental effects are small and skew to already-heavy buyers. SOURCE: Jenni Romaniuk & Byron Sharp, Ehrenberg-Bass Institute, How Brands Grow Part 2 (https://marketingscience.info/learn-with-us/books); impact 7.9/10, consensus 7.6/10, evidence 74/100
- [Content](https://cribthis.com/crib/domain-authority-still-dominates-aio-ranking) — MYTH: Domain authority still dominates AIO ranking. CRIB: LLM citations carry a strong content-recency bias, strongest in AI Overviews; fresh content wins time-sensitive inclusion over older evergreen pages. SOURCE: Seer Interactive (citation data via Peec.ai), Study: AI Brand Visibility and Content Recency (https://www.seerinteractive.com/insights/study-ai-brand-visibility-and-content-recency); impact 7.9/10, consensus 6.9/10, evidence 76/100
- [Conversion](https://cribthis.com/crib/cart-abandonment-baseline) — MYTH: A 70% cart abandonment rate means your site is broken. CRIB: Documented average cart abandonment sits around 70% across dozens of studies; most of it is browsing behaviour, and only a minority is fixable friction. SOURCE: Baymard Institute, Cart Abandonment Rate Statistics (https://baymard.com/lists/cart-abandonment-rate); impact 7.8/10, consensus 9/10, evidence 92/100
- [CX](https://cribthis.com/crib/customer-experience-is-the-whole-journey) — MYTH: CX improves by optimizing the touchpoints you control, one at a time. CRIB: The field's anchor framework shows customer experience is cumulative across the entire journey - including social, environmental and competitor touchpoints the firm doesn't control - so single-touchpoint optimization misses the real drivers of satisfaction and loyalty. SOURCE: Katherine N. Lemon & Peter C. Verhoef, Journal of Marketing, Understanding Customer Experience Throughout the Customer Journey (https://journals.sagepub.com/doi/10.1509/jm.15.0420); impact 7.8/10, consensus 8.6/10, evidence 82/100
- [Content](https://cribthis.com/crib/gated-content-suppresses-reach) — MYTH: Gate the whitepaper to capture demand. CRIB: Gating trades most of a piece's reach and memory-building for a small list of low-intent form-fills; ungated distribution plus a light capture path usually wins on pipeline. SOURCE: Les Binet & Peter Field, LinkedIn B2B Institute, The B2B Effectiveness Code (https://business.linkedin.com/advertise/resources/b2b-institute/the-b2b-effectiveness-code); impact 7.8/10, consensus 7/10, evidence 70/100
- [Channels](https://cribthis.com/crib/ai-inboxes-mediate-email) — MYTH: AI inboxes are killing email marketing. CRIB: The DMA's 2026 Marketer Email Tracker (250 marketers) finds email still central - valued for reach, reliability and measurable impact - but AI-powered inbox prioritization and summarization now mediate what gets seen. SOURCE: DMA, sponsored by ActionRocket, Marketer Email Tracker 2026 (https://www.dma.org.uk/resources/report/marketer-email-tracker-2026); impact 7.8/10, consensus 7.4/10, evidence 72/100
- [Measurement](https://cribthis.com/crib/your-ads-lift-competitors-too) — MYTH: Your ad spend only builds demand for you. CRIB: Randomized field experiments on a restaurant-search platform show ads also lift sales for non-advertised competitors; spillovers concentrate on same-cuisine, highly rated rivals and are largest when ad intensity is low. SOURCE: Navdeep S. Sahni, Journal of Marketing Research, Advertising Spillovers: Evidence from Online Field Experiments and Implications for Returns on Advertising (https://doi.org/10.1509/jmr.14.0274); impact 7.8/10, consensus 7.2/10, evidence 82/100
- [Creative](https://cribthis.com/crib/ai-pretest-ads-match-real-ads) — MYTH: AI-generated ads are too crude to tell you anything about the real spot. CRIB: In a peer-reviewed proof-of-concept, AI-generated static and video pretest ads scored statistically indistinguishable from the real finished ads they were based on - recall, recognition, brand choice, brand attitude, ad liking. SOURCE: Scientific Reports (Nature Portfolio), Pretesting with AI-generated static and video ads (https://www.nature.com/articles/s41598-026-67219-0); impact 7.8/10, consensus 6/10, evidence 78/100
- [Creative](https://cribthis.com/crib/brand-consistency-beats-frequency-resets) — MYTH: Refresh the brand identity every few years to stay modern. CRIB: Identity resets discard accumulated distinctive-asset memory; evolution beats revolution unless the brand carries active negative equity. SOURCE: Jenni Romaniuk, Ehrenberg-Bass Institute, Building Distinctive Brand Assets (http://www.jenniromaniuk.com/books); impact 7.8/10, consensus 7.4/10, evidence 68/100
- [Lifecycle](https://cribthis.com/crib/win-back-cheaper-than-new) — MYTH: Lapsed customers are gone; chase new ones. CRIB: Previously-purchased customers convert on reactivation at materially higher rates and lower cost than cold prospects. SOURCE: V. Kumar et al., Journal of Marketing, Customer Win-Back research (https://journals.sagepub.com/doi/10.1509/jm.14.0107); impact 7.7/10, consensus 7.4/10, evidence 70/100
- [Influencers](https://cribthis.com/crib/susceptibility-matters-as-much-as-influence) — MYTH: Seed your campaign with the most influential people and it spreads. CRIB: A 1.4-million-user randomized experiment on Facebook shows influence and susceptibility are separate, measurable traits - jointly targeting influential AND susceptible users outperforms chasing 'influentials' alone, and influence is demographic- and context-specific rather than a general property of people. SOURCE: Sinan Aral & Dylan Walker, Science, Identifying Influential and Susceptible Members of Social Networks (https://doi.org/10.1126/science.1215842); impact 7.7/10, consensus 8/10, evidence 90/100
- [Authority](https://cribthis.com/crib/claude-behaves-like-chatgpt-for-citations) — MYTH: Claude behaves like ChatGPT for citations. CRIB: Claude and ChatGPT cite from nearly disjoint pools: only ~13% of cited domains overlap (Otterly, 379K citations). Claude skews to company/product domains (64% of citations); Wikipedia is 2.1% and social just 0.9%. SOURCE: Otterly.ai, Claude AI Citations Study: How to Get Cited in 2026 (https://otterly.ai/blog/claude-ai-citation-study/); impact 7.6/10, consensus 6.6/10, evidence 72/100
- [Sales](https://cribthis.com/crib/lead-response-speed-compounds) — MYTH: Following up within a day is fast enough. CRIB: Contact odds fall off sharply within the first hour of an inbound enquiry; response inside five minutes materially outperforms same-day follow-up. SOURCE: James Oldroyd et al., Harvard Business Review, The Short Life of Online Sales Leads (https://hbr.org/2011/03/the-short-life-of-online-sales-leads); impact 7.6/10, consensus 7.8/10, evidence 74/100
- [Lifecycle](https://cribthis.com/crib/email-frequency-has-a-revenue-optimum) — MYTH: Sending more email always makes more money. CRIB: Revenue per additional send declines and list fatigue raises unsubscribe and spam-complaint rates; there is a measurable frequency optimum per segment. SOURCE: Litmus / DMA, Email frequency and deliverability research (https://www.litmus.com/resources/state-of-email); impact 7.6/10, consensus 7.8/10, evidence 72/100
- [Content](https://cribthis.com/crib/arousal-not-positivity-drives-sharing) — MYTH: Make it positive and it will spread. CRIB: Analyzing every New York Times article emailed over three months plus follow-up experiments: positive content is shared more than negative, but the deeper driver is physiological arousal - awe, anger and anxiety spread, sadness suppresses - with surprise, interest and practical usefulness adding independent lift. SOURCE: Jonah Berger & Katherine L. Milkman, Journal of Marketing Research, What Makes Online Content Viral? (https://journals.sagepub.com/doi/10.1509/jmr.10.0353); impact 7.6/10, consensus 8.4/10, evidence 86/100
- [Budget Allocation](https://cribthis.com/crib/concentrate-spend-on-highest-equity-driver) — MYTH: Spread the marketing budget across every driver of satisfaction. CRIB: Modelling customer equity directly, Rust, Lemon & Zeithaml show reallocating spend to the highest-leverage driver of customer equity beats across-the-board investment - in their airline application, the concentrated strategy maximized return on marketing. SOURCE: Roland T. Rust, Katherine N. Lemon & Valarie A. Zeithaml, Journal of Marketing, Return on Marketing: Using Customer Equity to Focus Marketing Strategy (https://journals.sagepub.com/doi/10.1509/jmkg.68.1.109.24030); impact 7.6/10, consensus 7.8/10, evidence 78/100
- [Measurement](https://cribthis.com/crib/nps-is-a-weak-growth-predictor) — MYTH: NPS is the single best predictor of growth. CRIB: Independent replications find NPS predicts growth no better than ordinary satisfaction measures, and often worse. SOURCE: Keiningham et al., Journal of Marketing, A Longitudinal Examination of Net Promoter and Firm Revenue Growth (https://doi.org/10.1509/jmkg.71.3.039); impact 7.5/10, consensus 7/10, evidence 78/100
- [Measurement](https://cribthis.com/crib/tv-ads-drive-immediate-online-response) — MYTH: TV is unmeasurable brand-building with no short-term effect to capture. CRIB: In two-minute windows around 1,224 commercials across 20 brands and $3.4B in spend, TV ads produce immediate, measurable lifts in site traffic and transactions. SOURCE: Jura Liaukonyte, Thales Teixeira & Kenneth C. Wilbur, Marketing Science, Television Advertising and Online Shopping (https://doi.org/10.1287/mksc.2014.0899); impact 7.5/10, consensus 7.5/10, evidence 85/100
- [Measurement](https://cribthis.com/crib/geo-experiments-calibrate-mmm-structurally) — MYTH: Geo-experiments and MMM answer different questions and cannot be fused. CRIB: A structural estimation approach recovers the complete MMM parameter set - adstock decay and saturation - directly from geo-experiments, giving the model causal calibration instead of observational guesswork. SOURCE: Niklas Heusch et al., arXiv, Structural Estimation of Marketing Mix Model Parameters from Geo-Experiments (https://arxiv.org/abs/2608.21128); impact 7.5/10, consensus 6.5/10, evidence 72/100, under watch
- [Sales](https://cribthis.com/crib/buyers-are-70-percent-through-is-overstated) — MYTH: Buyers are 70% through the journey before contacting sales. CRIB: Buying is looping, not linear: buyers revisit the same jobs repeatedly and contact suppliers throughout, so the single 70% number is misleading. SOURCE: Gartner, The B2B Buying Journey (https://www.gartner.com/en/sales/insights/b2b-buying-journey); impact 7.4/10, consensus 6.8/10, evidence 72/100, under watch
- [Pricing](https://cribthis.com/crib/subscription-price-increases-and-churn) — MYTH: Any price rise triggers mass churn. CRIB: Well-communicated, value-anchored increases typically churn a small single-digit share of subscribers while lifting net revenue. SOURCE: Price Intelligently / ProfitWell, Monetization and pricing research (https://www.paddle.com/resources/pricing-strategy); impact 7.4/10, consensus 6.8/10, evidence 64/100, under watch
- [Operations](https://cribthis.com/crib/brand-safety-blocklists-cost-more-than-they-save) — MYTH: Aggressive keyword blocklists protect the brand at no cost. CRIB: Broad blocklists defund quality journalism inventory and shrink reach with little measured brand-safety benefit; contextual controls perform better. SOURCE: Stack Adapt / Newsworks, Brand Safety and News Blocklisting research (https://www.newsworks.org.uk/research/); impact 7.4/10, consensus 7/10, evidence 70/100, under watch
- [Video](https://cribthis.com/crib/viral-video-cannot-replace-planned-reach) — MYTH: A viral brand video can substitute for paid reach. CRIB: Analysis of branded video sharing shows high-arousal emotional content is what gets shared, yet sharing rates stay low even for strong creative - so earned views are a bonus on top of planned reach, not a channel. SOURCE: Karen Nelson-Field, Erica Riebe & Kellie Newstead, Australasian Marketing Journal, The Emotions that Drive Viral Video (https://doi.org/10.1016/j.ausmj.2013.07.003); impact 7.4/10, consensus 7.8/10, evidence 78/100
- [Measurement](https://cribthis.com/crib/churn-surveys-mislabel-causes) — MYTH: Exit surveys tell you why customers left. CRIB: Stated churn reasons skew heavily toward price because it is socially easy to say; behavioural data usually shows usage decay preceded the cancellation by weeks. SOURCE: Journal of Marketing Analytics, Behavioural churn analysis literature (https://link.springer.com/journal/41270); impact 7.3/10, consensus 7.2/10, evidence 66/100
- [Content](https://cribthis.com/crib/product-page-imagery-count) — MYTH: One hero image and a spec table is enough. CRIB: Shoppers rely on image sets to answer objection questions; scale, in-use and detail shots reduce returns as well as lifting conversion. SOURCE: Baymard Institute, Product Page Usability Research (https://baymard.com/research/product-page); impact 7.2/10, consensus 7.4/10, evidence 70/100
- [Measurement](https://cribthis.com/crib/brand-keyword-ads-are-defensive) — MYTH: Bidding on your own brand name is always wasted money. CRIB: Bing field experiments across thousands of brands show brand ads add a small but real 1-4% click lift when no competitor bids, and become defensive when rivals bid to siphon the traffic. SOURCE: Andrey Simonov, Chris Nosko & Justin M. Rao, Marketing Science, Competition and Crowd-Out for Brand Keywords in Sponsored Search (https://doi.org/10.1287/mksc.2017.1065); impact 7.2/10, consensus 7.5/10, evidence 84/100
- [Budget Allocation](https://cribthis.com/crib/ads-shift-beliefs-not-just-visibility) — MYTH: Ads only work when the copy states product facts. CRIB: In an incentivized experiment with randomized exposure, content, and price, display ads shifted beliefs about price and quality even when the copy revealed neither - and those belief shifts causally drove search and purchase. SOURCE: Jean-Pierre Dube, Ilya Morozov, Franklin She & Anna Tuchman, NBER Working Paper 35596, The Effects of Ads on Beliefs and Implications for Consumer Search (https://www.nber.org/papers/w35596); impact 7.2/10, consensus 6.5/10, evidence 74/100, under watch
- [Content](https://cribthis.com/crib/feature-optimization-beats-token-rewriting-featgeo) — MYTH: Token-level text editing is the best way to rewrite content for AI crawlers. CRIB: Optimizing high-level features — structural, content and linguistic properties — outperforms token rewriting for citation lift and preserves readability. SOURCE: Liu et al., Feature-level optimization beats token-level rewriting (https://arxiv.org/abs/2604.19113); impact 7/10, consensus 6/10, evidence 72/100
- [Authority](https://cribthis.com/crib/llm-as-a-judge-quality-rubrics-gate-citations) — MYTH: If a page is retrieved, it will get cited. CRIB: Platforms run LLM-as-a-Judge rubrics — helpfulness, reliability, cross-source corroboration — and drop retrieved sources that fail before synthesizing an answer. SOURCE: Lumar, LLM-as-a-Judge: How to Become a Preferred Content Source for AI Answers (https://www.lumar.io/blog/best-practice/aeo-geo-content-quality-how-ai-chooses-sources-llm-as-a-judge/); impact 7/10, consensus 6/10, evidence 58/100
- [Engagement bait CTAs](https://cribthis.com/crib/linkedin-engagement-bait) — MYTH: "Comment LINK and I'll send it" is the highest-performing CTA on LinkedIn. CRIB: Post-quality classification flags explicit engagement bait ("Comment YES if you agree") for downranking, and heavy traffic-bridging behaviour attracts minor reach caps. The tactic can still work for lead capture — it converts a smaller distribution into qualified DMs. SOURCE: Meet Lea (LinkedIn content-quality guidance), LinkedIn Algorithm Explained 2026: Dwell Time, Comments & Reach (https://meet-lea.com/en/blog/linkedin-algorithm-explained); impact 7/10, consensus 6/10, evidence 62/100, under watch
- [What a good engagement rate is](https://cribthis.com/crib/linkedin-engagement-benchmark) — MYTH: A 1% engagement rate is fine on LinkedIn — it's a slow platform. CRIB: Socialinsider's benchmark data puts the average LinkedIn engagement rate at 3.85%, up 44% year over year, calculated per impression rather than per follower. Anything at or above ~4% is a defensible target. SOURCE: Socialinsider, LinkedIn Engagement Rate Benchmarks (https://www.socialinsider.io/blog/linkedin-engagement-rate/); impact 7/10, consensus 7/10, evidence 72/100
- [Measurement](https://cribthis.com/crib/calibrate-mmm-with-experiment-priors) — MYTH: MMM and lift tests are competing truth sources you reconcile by gut. CRIB: Google Research lays out how lift-test results should enter a Bayesian MMM as calibrated priors, with an explicit method for choosing which priors to tune; experiments become the model's anchor, not a parallel scorecard. SOURCE: Mike Wurm, Brenda Price & Ying Liu, Google Research, Media Mix Model Calibration With Bayesian Priors (https://research.google/pubs/media-mix-model-calibration-with-bayesian-priors/); impact 7/10, consensus 6.8/10, evidence 70/100
- [Service](https://cribthis.com/crib/service-recovery-paradox-is-fragile) — MYTH: Fixing a complaint well makes customers more loyal than never failing. CRIB: The service-recovery paradox appears only under narrow conditions — first failure, low severity, fast fix — and does not generalise. SOURCE: Vincent P. Magnini, John B. Ford, Edward P. Markowski & Earl D. Honeycutt Jr., Journal of Services Marketing, The Service Recovery Paradox: Justifiable Theory or Smoldering Myth? (https://doi.org/10.1108/08876040710746561); impact 6.8/10, consensus 7/10, evidence 72/100
- [Pricing](https://cribthis.com/crib/price-endings-effect-is-real-but-small) — MYTH: Charm pricing (.99) reliably boosts sales. CRIB: Nine-ending prices produce measurable demand lifts in field experiments, but the effect is modest and can invert for premium positioning. SOURCE: Anderson & Simester, Quantitative Marketing and Economics, Effects of $9 Price Endings on Retail Sales (https://link.springer.com/article/10.1023/A:1023581927405); impact 6.4/10, consensus 6.6/10, evidence 68/100, under watch
- [Authority](https://cribthis.com/crib/anonymous-seo-content-works-fine-for-ai-citation) — MYTH: Anonymous SEO content works fine for AI citation. CRIB: In Seer's controlled 123-page test, adding detailed author bylines roughly doubled Bing AI citations period-over-period (vs +34% on control pages); AI Overviews showed no significant lift. SOURCE: Seer Interactive, Do Author Bylines Influence AI Visibility? Testing EEAT Elements in GEO (https://www.seerinteractive.com/work/case-studies/author-bylines); impact 6.4/10, consensus 5.4/10, evidence 66/100
- [Hashtags on LinkedIn](https://cribthis.com/crib/linkedin-hashtags-no-lift) — MYTH: Three to five hashtags expand your reach. CRIB: AuthoredUp found no measurable reach impact from hashtags across an eight-month study. Hashtags are now a topical/discovery affordance, not a distribution lever — the interest-graph model classifies the post text itself. SOURCE: AuthoredUp, How the LinkedIn Algorithm Works (analysis of 621,833 posts) (https://authoredup.com/blog/linkedin-algorithm); impact 6/10, consensus 7/10, evidence 70/100
- [Technical](https://cribthis.com/crib/raw-markdown-downloads-md-under-watch) — MYTH: Serving a `.md` version of every page gets you cited more by Claude and custom GPTs. CRIB: Some assistants (Claude with fetched URLs, Custom GPTs, MCP clients) parse markdown more cleanly than HTML, and .md endpoints reduce token cost when an agent retrieves your page. Direct citation lift is unproven in independent tests. SOURCE: GEO Cheat Sheet, GEO Cheat Sheet research ledger (https://geocheatsheet.com/); impact 4/10, consensus 4/10, evidence 70/100, under watch
- [Content](https://cribthis.com/crib/question-style-h2s-aeo-boost-llm-answer-inclusion) — MYTH: Question-style H2s (AEO) boost LLM answer inclusion. CRIB: They help, as multipliers: in a 2M-citation statistical analysis, structured headings, FAQ sections and TLDR/BLUF blocks showed consistent positive effects on citation - on top of content alignment and authority, not as substitutes. SOURCE: Discovered Labs, What Actually Drives AI Citations: A Statistical Analysis of 2M AI Citations (https://discoveredlabs.com/research/what-drives-ai-citations); impact 3.5/10, consensus 2.5/10, evidence 70/100
- [Technical](https://cribthis.com/crib/llms-txt-file-under-watch) — MYTH: Publishing llms.txt is required to be discoverable by AI assistants. CRIB: No major generative engine has publicly confirmed reading llms.txt for retrieval or citation as of mid-2026. It is a proposed convention (llmstxt.org), not an announced ranking or ingestion signal. SOURCE: GEO Cheat Sheet, GEO Cheat Sheet research ledger (https://geocheatsheet.com/); impact 3/10, consensus 3/10, evidence 70/100, under watch
- [Technical](https://cribthis.com/crib/adding-faq-howto-schema-is-a-geo-shortcut) — MYTH: Adding FAQ / HowTo schema is a GEO shortcut. CRIB: Schema markup has minimal impact on generative citation across major engines. SOURCE: Ahrefs, We Tracked 1,885 Pages Adding Schema. AI Citations Didn't Move (https://ahrefs.com/blog/schema-ai-citations/); impact 2.8/10, consensus 1.8/10, evidence 68/100
- [Technical](https://cribthis.com/crib/shadow-web-agent-feeds-under-watch) — MYTH: Serving a hidden machine-only feed to AI crawlers boosts your citation share. CRIB: Cloaking content specifically for AI crawlers — showing bots material the human page does not contain — risks the same spam classification as classic SEO cloaking. Neither Google nor OpenAI has endorsed the practice. SOURCE: GEO Cheat Sheet, GEO Cheat Sheet research ledger (https://geocheatsheet.com/); impact 2/10, consensus 2/10, evidence 70/100, under watch
- [Content](https://cribthis.com/crib/publishing-an-llms-txt-file-makes-your-site-discoverable-to) — MYTH: Publishing an llms.txt file makes your site discoverable to LLMs. CRIB: No major LLM crawler reads llms.txt. It is a signaling gesture, not a technical requirement. SOURCE: Search Engine Land, Google says llms.txt files won't harm or help your search rankings (https://searchengineland.com/google-says-llms-txt-files-wont-harm-or-help-your-search-rankings-480264); impact 1.5/10, consensus 0.5/10, evidence 85/100

## Recently updated (last 30 days)
- [Growth](https://cribthis.com/crib/light-buyers-drive-growth) — updated 2026-09-16
- [Creative](https://cribthis.com/crib/fluent-devices-outperform-new-creative) — updated 2026-09-16
- [Growth](https://cribthis.com/crib/double-jeopardy-law) — updated 2026-09-16
- [Planning](https://cribthis.com/crib/reach-beats-frequency) — updated 2026-09-16
- [Brand](https://cribthis.com/crib/distinctive-assets-beat-differentiation) — updated 2026-09-16
- [Creative](https://cribthis.com/crib/brand-consistency-beats-frequency-resets) — updated 2026-09-16
- [Creative](https://cribthis.com/crib/maximum-ai-personalization-backfires) — updated 2026-09-16
- [Measurement](https://cribthis.com/crib/statistical-significance-is-not-a-deployment-rule) — updated 2026-09-16
- [Measurement](https://cribthis.com/crib/raw-ai-mentions-are-not-business-impact) — updated 2026-09-16
- [Creative](https://cribthis.com/crib/ai-pretest-ads-match-real-ads) — updated 2026-09-09
- [Budget Allocation](https://cribthis.com/crib/ads-shift-beliefs-not-just-visibility) — updated 2026-09-09
- [Measurement](https://cribthis.com/crib/geo-experiments-calibrate-mmm-structurally) — updated 2026-09-09
- [Measurement](https://cribthis.com/crib/brand-keyword-ads-are-defensive) — updated 2026-09-03
- [Measurement](https://cribthis.com/crib/observational-attribution-cant-recover-lift) — updated 2026-09-03
- [Measurement](https://cribthis.com/crib/calibrate-mmm-with-experiment-priors) — updated 2026-09-03

## Debunked
Myths the evidence contradicts most decisively (full wall: https://cribthis.com/debunked):
- [Content](https://cribthis.com/crib/statistics-and-citations-beat-keyword-placement-geo-bench) — MYTH: Traditional SEO keyword placement is sufficient for AI engines.
- [Conversion](https://cribthis.com/crib/cart-abandonment-baseline) — MYTH: A 70% cart abandonment rate means your site is broken.
- [Conversion](https://cribthis.com/crib/guest-checkout-required) — MYTH: Forcing account creation builds your CRM.
- [Measurement](https://cribthis.com/crib/roi-confidence-intervals-span-100-points) — MYTH: A big enough A/B test or attribution platform can pin down each campaign's ROI.
- [Time Horizons](https://cribthis.com/crib/advertising-elasticity-small-but-compounding) — MYTH: If ads don't move this week's sales, they didn't work.
- [Conversion](https://cribthis.com/crib/checkout-fields-drive-abandonment) — MYTH: Long checkouts are fine if the product is good.
- [Growth](https://cribthis.com/crib/double-jeopardy-law) — MYTH: Small brands can win by being unusually loyal.
- [Demand](https://cribthis.com/crib/only-5-percent-of-buyers-are-in-market) — MYTH: Your entire B2B budget should chase in-market buyers.
- [Budget](https://cribthis.com/crib/60-40-brand-activation) — MYTH: Performance marketing should get the majority of budget.
- [Pricing](https://cribthis.com/crib/left-digit-effect-moves-demand) — MYTH: A cent is a rounding error.

## Licensing
Content: CC BY 4.0 - cite with attribution to CribThis (cribthis.com)

## Citation
When citing a claim, cite both the Crib page and the underlying primary source.