Good to Know

Use of the Facebook Conversions API is growing as technical issues increasingly prevent browser based pixel events from making it to Facebook. The responsibility of advertisers to justify ad spend remains even in such scenarios, and the Conversions API bridges

Phone calls are an exceptionally valuable lead type, and the advertising that contributes to motivating phone calls is valuable. Being able to attribute advertising to motivating a call allows marketers to more intelligently manage ad spend. The Facebook Conversions API

Facebook ads are already under-represented in the free Google Analytics product for Safari browsers. Attribution across multiple sessions disintegrates as ITP 2.1 resulted in Safari browsing users being reported in Google Analytics as “new” if they do not return to

Last non-direct click attribution can mask direct traffic Google Analytics’ last non-direct click attribution model can be helpful in determining the full impact of a campaign, but it can also cause confusion. With this attribution model in effect, a user’s

Facebook wants to help your business comply with the California Consumer Privacy Act (CCPA) by introducing a new feature, Limited Data Use. When enabled, this feature limits how California user data is processed by Facebook to comply with this law.

For conversion objective campaigns, the standard conversion event location options are website, app, Messenger and WhatsApp. Offline events do not surface as conversion event options for any of these conversion event locations (even if you create a custom conversion using

Imported Google Analytics goals under-report the impact of Google Ads campaigns Google Analytics goal data imported into Google Ads honors Google Analytics’ last non-direct click attribution model. Even if you apply a different attribution model to a Google Analytics goal

Track in both App + Web and standard property types Google Analytics new App + Web property type is where major investments in the Google Analytics product are being made. It is a work in progress, so you should continue

Measuring the movement of demand is critical Measuring demand has never been more important. The investments we help our clients manage to stimulate demand have a much different impact under the cloud of COVID-19. For many clients our measuring task

Date range comparison bias When making decisions based on data, we want to guard against bias. Both the people making decisions and the data itself can be biased. Even when people & data are not biased – another type of