Resources on advertising optimization
Guides on measurement, bidding and budget allocation for marketing directors, performance teams and agencies.
Advertising attribution: why each platform’s metrics don’t match your CRM
Google, Meta and TikTok all claim the same sale. Six reasons their figures don’t match your CRM and how to measure with a single reference.
Integrations · 6 minHow to upload offline conversions to Google Ads and Meta
What data you need, how it is linked to the click and what changes in bidding when the platforms receive your real sales.
Measurement · 5 minSource of truth: what it is and how to use it to optimize campaigns
The system where your business records the results that matter, and how to turn it into the reference for your media.
Measurement · 9 minMarketing Mix Modeling: what MMM is and how it works with attribution
What a marketing mix model measures, what data it needs, how it differs from attribution and why it should be calibrated with tests.
Integrations · 7 minMeta Conversions API: what it is and why the pixel is no longer enough
What the Conversions API adds to the pixel, how to deduplicate events and what to check when Meta doesn’t record your purchases.
Measurement · 6 minServer-side tracking: what it is, what changes and when you need it
How server-side tagging and server-side GTM work, what they improve, what they don’t solve and when they are worth setting up.
Measurement · 7 minThird-party cookies and Consent Mode v2: why your campaigns are losing conversions
Safari, iOS and cookie rejection leave conversions unmeasured. What Consent Mode v2 changes and how to recover the signal without bypassing consent.
Bidding · 4 minSmart Bidding, Advantage+ and Babuin: what each one automates and when to use them
Google’s and Meta’s automated bidding optimizes within its own channel. What it does, what it can’t see and when a layer on top makes sense.
BudgetComing soonBudget allocation across media: from intuition to algorithm
Why a fixed allocation loses performance and how to decide every day how much to invest in each channel.
Optimize with your business data
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