Latest Posts
A complete collection of published articles and recent updates.
Facebook Offline Conversion Tracking: Complete Setup Guide
The iOS 14.5 update in April 2021 fundamentally changed Facebook advertising. Overnight, the wealth of user data from iPhone users disappeared, crippling campaign performance for most of that...
Conversion Time Lag: Your Guide to Better Optimization (Stop Killing Campaigns Early)
Here’s what most advertisers get wrong: people don’t buy because they saw your ad. They buy because they have a need, and your ad happened to offer a solution...
Incrementality Testing: How to Measure What Marketing Actually Works
One question that comes up more often in marketing than I would care to admit is “How do we know it’s working”. It’s a question that’s existed as long as marketing...
Creating Persistent UTM Tracking: A Complete Guide to Better Attribution
Tracking and attribution are one of the toughest challenges marketers face in 2025, 60% said they were looking to augment measurement strategies according to eMarketer.
Last...
Google Click ID (GCLID): The Attribution Tracking Your Competitors Aren’t Using
Most marketers are flying blind when it comes to attribution. They see a lead come through their website but have no idea which Google Ad actually drove that person...
Why 2x Ad Frequency Delivered 4x Better Brand Lift
This controlled experiment across two markets demonstrates that ad frequency is a critical driver of brand lift effectiveness, particularly for consideration metrics that correlate with sales intent.
The...
YouTube Ads KPIs That Actually Matter (Not Conversions)
Youtube Ads is scary place for many marketers and advertisers beholden to attributed revenue and conversion targets. The lack of last click attribution with video advertising often means the value...
How To Track High Quality Sessions Using Facebook Custom Conversions
Standard Facebook ad objectives are failing to deliver quality traffic. As ad targeting becomes more and more automated, advertisers must adapt – using new methods to find high...
Stop Tracking Vanity Metrics: Focus on These Meta Ad Performance Metrics Instead
Meta Ads gives you dozens of metrics to track, but most advertisers focus on the wrong ones. Without the right measurement framework, you’ll waste budget on campaigns...
How We Transformed a $10M Ad Budget with Multi-touch Attribution Tracking
Executive Summary
We partnered with a home improvement company to optimize their multi-million dollar advertising budget across five channels through advanced multi-touch attribution...