Articles

If you’ve ever found yourself sifting through case studies or research promising to reveal the “true” incremental ROAS of your campaigns via geo-holdout tests, you’re not alone. These tests can feel like a perfect solution for proving ad impact, but they often oversell their precision and hide subtle pitfalls.

Optimiziation towards LTV is one of the most challenging tasks you could do. Even though, for some types of businesses this is the only way to make a robust and profitable future-looking customer acquisition that will guarantee sustainable growth.

If you’ve ever run online advertising campaigns, you know that “conversions” lie at the heart of every ad platform (Meta Ads, Google Ads, etc.). Traditionally, advertisers place tracking pixels on their websites or use Conversions API (cAPI) to track critical actions such as leads, sign-ups, or purchases

Every time I see people discussing MTA and MMM, or even Incrementality Tests, I feel like they’re stuck in the past, trying to solve modern problems with outdated tools. Yes, you can design all kinds of wheels and engines for a car, but it won’t make it fly. A new invention comes to replace old things and solve new challenges.

In my LinkedIn posts, I often critique MMM, and some people might even perceive me as anti-MMM. Nevertheless, this is not the case. My primary statement is not that MMM doesn't work. To be precise, my statement is that MMM doesn't work for 99% of online businesses.

In this article, I aim to explain in simple business terms how relying solely on Average ROAS and Average CPA can literally burn your money. This issue is equally relevant if you’re using Target ROAS or Target CPA bidding strategies in your ad platforms.

In recent years, the digital advertising landscape has been reshaped by growing tracking limitations and privacy restrictions. The decline of cookie-based tracking, coupled with the rise of stringent regulations like GDPR and CCPA, has left advertisers grappling with how to accurately measure the true impact of their campaigns.

In this article, I will provide you with the methodology to find the best possible attribution for your business. As you know, choosing the right attribution is crucial for maximizing revenue from your marketing mix.