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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...

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...