Good to Know

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

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

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 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

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