Broken Tracking

Early on in my career, I learned a valuable lesson in incrementality that I’ll never forget. Ever since I had this experience, I carefully avoided making the mistake of trusting an advertising platform’s reporting without independently verifying the sales they claim wouldn’t have happened anyway. Hopefully you can learn from […]

Any metric that doesn’t have a strong causal link with sales outcomes is a vanity metric. For example while Clickthrough Rate (CTR) is often correlated with conversions (you can’t convert unless you’ve clicked on an ad), there are scenarios where ads with lower CTRs actually have better Conversion Rates (CVR).

As the use of ad blockers continues to grow, ad buyers are losing visibility on the effectiveness of their marketing spend. What happens if their rise in popularity continues at the same rate and if they keep getting integrated into mainstream browsers, i.e. Safari ITP, Brave? In this article, we

We’ve been seeing more and more advertising platforms promote some form of “modeled incrementality” estimates and often marketers aren’t sure exactly what that means. In this blog post we’ll lay out the different methods making the rounds and discuss some of their limitations. The main approaches we’ve seen for “always

I once ran a new PR campaign for a website that I knew did not have any previous backlinks. The next day, we received 8 times the usual website traffic from SEO. We attributed the spike in traffic to the press coverage. What made that attribution so easy, ironically, was

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

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

In the advertising world the impact of iOS14 has been apocalyptic. Offering users the ability to turn off tracking, has left a huge hole in the analytics tools marketers rely on to measure the performance of their campaigns. Meta advised they took a $10 billion hit in revenue as a

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

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