As Google is now promoting Google Analytics 4 (GA4) as ready to take over as your primary analytics platform, many businesses will consider either transitioning from a Google Analytics 360 (GA360) Universal Analytics (UA) license to a new GA360 GA4
Sending first party data via the Google Ads API for conversions
There are two relatively new options for sending first party data related to conversions via the Google Ads API: (i) Upload with Lead Form User-Provided Data and (ii) Enhanced Conversions. Both are available to Google rep allowlisted accounts only. We’ve
Attribution of imported GA4 conversions in Google Ads
We wrote previously about how importing Universal Analytics (GA3) conversions into Google Ads is a half-baked solution. Google Ads only sees those GA3 conversions per the last non-direct click attribution model that GA3 applies by default. Google Analytics 4 (GA4)
Facebook Conversions API Gateway or Server-side Google Tag Manager?
Recently I was following up with a prospect about a Server-side Google Tag Manager (SS-GTM) proposal. They replied noting that their Facebook rep told them Facebook has a Conversions API Gateway (CAGI) solution that is much easier, and less costly,
Server-side GTM, HTTP cookies and Google Analytics
With Server-side tagging in Google Tag Manager (Server-side GTM), one of the many benefits is that you can leverage HTTP cookies with Google Analytics, preventing Safari ITP-like cookie lifespan truncation. For a new website just beginning to populate data in
Google Ads Enhanced Conversions imitates Facebook Advanced Matching
Google recently rolled out a beta called “enhanced conversions“, a feature to improve the accuracy of your conversion measurement by sending hashed first party user data to Google relative to a conversion action. This extra explicit data assignment gives Google
Should client or agency own an ad account?
Let’s consider this question for Google Ads & Facebook ad accounts, as these platforms have different approaches. Facebook is explicit that the agency should own the ad account. Google Ads is not explicit, and supports scenarios where either entity can
iOS 14 impact on Facebook mobile advertising
The new iOS AppTrackingTransparency framework An iOS 14 tracking change is coming, and Facebook is not pleased per their 12/16/2020 blog post “Preparing our partners for iOS 14: Mobile Web Advertising“. This tracking change includes a new AppTrackingTransparency (ATT) framework
Safari ITP impact on Google Optimize tests
What? Safari ITP 2.3 kills Google Optimize & Google Analytics cookies as soon as 24 hours after being set with sessions referred from paid ad link clicks, but not longer than 7 days (a remnant of ITP 2.2), if there
Attribution and incrementality in Facebook advertising
Attribution is correlation Correlation is how strongly variables follow each other (e.g., sales of bags of ice & suntan lotion sales move in the same direction). With Facebook advertising, attribution is bound by click & view conversion windows, as well