Broken Tracking

The ADPPA — Data Privacy Comes to the USA (and how not to lose sleep over it)

In July 2022, the American Data Privacy and Protection Act (ADPPA) became the first bicameral and bipartisan online privacy bill to be cleared by a House committee. The act seeks to pre-empt the patchwork of state-level privacy laws currently in place in the US, such as the California Consumer Privacy Act (CCPA). While the bill …

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Make a business case for TOFU channels via first-touch attribution

As a content marketer working on top-of-the-funnel channels like social media, PR, podcast, etc. one of the top challenges you might be facing is showing the ROI (Return on Investment) of your work. You might know qualitatively that your content is impactful in building brand awareness and generating demand. You may also understand that they …

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Brand Incrementality Testing in Practice

Business environments are messy; people with different responsibilities need to work together on decisions quickly and without perfect information. That means that sometimes the statistically perfect approach isn’t the best one; faster or less-risky methods that are just good enough can work better than a fully reliable approach that takes several months. A recent post …

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Recovering 300% More Revenue by Matching Online Activity to Offline Sales

When setting up e-commerce conversion tracking, you’ll often find that most of the events worth tracking are online such as add to cart, checkout sessions or online transactions.   However this conversion tracking model doesn’t work well with bespoke, high cost e-commerce shops. I quickly discovered this whilst working with william walter, an antique silver e-commerce …

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Attribution is opinion, canonical conversions are fact

Ad platforms use their attribution models to tell you which campaigns contributed to conversions (leads, sales, subscriptions or whatever is most important to your business). The way they measure attributed conversions is an opinion based on the data available to the platforms. It’s subject to limitations (for example, conversions need to occur within 7 days …

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The difficulty measuring ‘dark social’ traffic and word of mouth

There’s a commonly cited Neilsen study that revealed that 92% of consumers trust referrals from family or friends more than any other type of advertising or referral. If you read that report and think “I wonder how much of my traffic comes from word of mouth”, well it’s actually not that easy to find out.  …

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