Latest Posts
A complete collection of published articles and recent updates.
Synthetic Controls: Incrementality Testing Supercharged
Most marketing tests compare a treated group to a control and call it a day. The problem: real audiences aren’t twins—markets differ on dozens of hidden factors that bias results. This is why a...
How to Implement Meta’s Conversions API with GA4 and Server-Side GTM
Meta’s Conversions API was introduced in 2020 as a workaround for the impending death of 3rd party cookies. Aimed at giving Advertisers a workaround to browser tracking, it quickly...
How Google Tag Gateway and sGTM Stack Up for Modern Tracking
Tracking is at the heart of everything we do online. It’s how web environments have existed since the very beginning. But changes to how browsers store cookies and an increasing desire...
Server-Side Google Tag Manager (sGTM) Setup for GA4: A Complete Guide
Tracking on the web is the only thing that sets apart digital marketing from traditional marketing. It opens up a world of possibilities to analyze data, refine strategy, and deliver...
Google Tag Gateway Setup Guide: Stop Ad Blockers From Killing Your Data
For years, platforms like Meta, Pinterest, and Reddit have allowed advertisers to connect their web servers to ad platforms for enhanced website tracking through server-side tracking...
How YouTube Sequence Campaigns Deliver Superior Brand Building Results
Brand awareness is an often coveted goal in advertising due to its simplified reporting and relatively straightforward campaign setup. Dump budget into an ad platform and optimize...
Meta Andromeda Update: Consolidate Your Ad Sets
Meta announced an algorithm update earlier this year that fundamentally changed how ad optimization works on the platform. The Andromeda update is a machine learning algorithm that significantly improves...
Customer Data Hashing with Google Tag Manager: Complete Setup Guide
Customer data is at the core of all businesses. It provides insight into what types of people are buying, their preferences, how they like to shop, and a host of other facts.
Customer...
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...