SegmentStream Blog

Synthetic Conversions for Upper-Funnel Wins

Synthetic Conversions for Upper-Funnel Wins

“Learn how synthetic conversions help ad platforms optimise upper-funnel campaigns by turning engaged website visits into conversion signals.”
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The Fall of MTA & MMM: AI Visit Scoring

The Fall of MTA & MMM: AI Visit Scoring

MTA, MMM, and incrementality tests fall short for modern measurement. See how AI Visit Scoring with incrementality calibration works.
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Debunking MMM Myths: A Waste of Money?

Debunking MMM Myths: A Waste of Money?

Marketing Mix Modeling doesn't work for 99% of online businesses. Learn why MMM fails most companies and what measurement approach actually works.
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Why to Avoid Target ROAS Bidding

Why to Avoid Target ROAS Bidding

Relying on Average ROAS and CPA can burn your ad budget. Learn why Target ROAS and Target CPA bidding strategies often do more harm than good.
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Why Geo-Lift Testing Falls Short

Why Geo-Lift Testing Falls Short

Geo-lift testing promises unbiased incrementality measurement, but it hides subtle pitfalls. Learn why it falls short and what works better.
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Brand Awareness = Low-Quality Targeting?

Brand Awareness = Low-Quality Targeting?

Brand awareness campaigns sound impressive but often target low-quality audiences. Learn why this common strategy wastes your ad budget.
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How to Validate Your Attribution Model?

How to Validate Your Attribution Model?

A step-by-step methodology to find and validate the best attribution model for your business and maximise marketing mix revenue.
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Debunking Post-View Attribution

Debunking Post-View Attribution

Post-view attribution claims to measure the silent influence of display ads. Here's why it's misleading and what smart marketers should use instead.
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Major Improvements to SegmentStream Attribution

Major Improvements to SegmentStream Attribution

Key updates to SegmentStream’s Visit Scoring Attribution — more accurate campaign measurement by focusing on visit quality over simplistic rule-based models.
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Marginal ROAS and CPA now available at Portfolio level

Marginal ROAS and CPA now available at Portfolio level

We’re thrilled to unveil portfolio-level marginal ROAS (mROAS) and marginal CPA (mCPA) metrics —a game-changing feature for smarter budget optimization.
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