Broken Tracking

A few years ago I was running Facebook advertising for an eCommerce store selling print-on-demand products across Europe: think posters, framed pictures but later also t-shirts and hoodies. We were VC-funded, so predominantly cared about growth in the early stages, thinking that focussing our efforts on driving revenue should do […]

For years after I left my agency I described myself as a “recovering agency owner”, and it would always get a knowing laugh from anyone who had experience running a services business. From the outside it might look like agencies print money, but I assure you that the economics aren’t

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

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

The Search Advertising Market has been valued at 178 Billion in 2021 and is expected to grow at an 8.5% Compounded Annual Growth Rate from 2021 to 2018. Search is an important part of the Marketing Mix for most companies. One of the drivers of Search Advertising’s rise is its

Anyone who’s ever run an online marketing campaign has encountered URL parameters. These are an additional section you add at the end of the URL, usually to track the marketing source of people who click on your ads, emails, or other marketing campaigns. Because over 60% of the internet uses

Nobody sits down to make a channel investment decision they hope will immediately lose millions of dollars and get them axed, but that’s what’s at risk if you’re using purely cookie-based attribution. Attribution expert Michael Taylor compares cookie based attribution to “looking under a street light for a wallet you

In 2014 McKinsey published a study entitled “Grow Fast or Die Slow”, which examined thousands of software and services companies between 1980 and 2012. As the title suggests, they found that growth trumps everything else as a predictor of long-term success, even Return on Marketing Investment (ROMI). Companies with 60%+