Resources and insights

Multi-Platform & Advanced Tracking

Amazon's advertising platform is unique because its primary profitability metric is often Advertising Cost of Sales (ACoS), not ROAS. While Amazon now reports ROAS, successful sellers must understand the inverse relationship between the two and strategically use both to determine true profit.

Multi-Platform & Advanced Tracking

LinkedIn is unique in the paid media landscape. Unlike platforms geared toward immediate e-commerce transactions (B2C), LinkedIn is purely a B2B ecosystem focused on high-value, high-friction conversions: qualified leads, MQLs, SQLs, and ultimately, signed enterprise contracts. Consequently, the way you calculate, benchmark, and optimize Return on Ad Spend (ROAS) must fundamentally shift.

Multi-Platform & Advanced Tracking

Return on Ad Spend (ROAS) is the foundational metric for measuring the effectiveness of your advertising investment. It tells you, for every dollar you spend on ads, how many dollars in revenue you get back. While the core formula is simple, achieving a truly accurate and actionable ROAS requires moving beyond the basic calculation and accounting for the complex realities of modern data measurement.

Multi-Platform & Advanced Tracking

You’ve successfully implemented the Conversions API (CAPI), and suddenly your Events Manager shows a massive spike in conversions. You celebrate for a moment, then realize the terrible truth: you’re not tracking more conversions, you're double-counting them. This is the single biggest operational pitfall of hybrid (Pixel + CAPI) tracking and is often the reason VBB campaigns fail to stabilize.

Multi-Platform & Advanced Tracking

The conversation about Enhanced Cost-Per-Click (ECPC) in Google Ads is currently dominated by one cynical truth: it's on the way out. Google has officially deprecated ECPC for Search and Display campaigns, with a final phase-out scheduled for March 2025. Any campaign using it will automatically revert to Manual CPC—a full devolution of control back to the advertiser.

Multi-Platform & Advanced Tracking

The shift to Snapchat Advanced Conversions—Snap's privacy-centric approach to tracking—is essentially the platform's response to Apple's App Tracking Transparency (ATT) framework and the broader deprecation of third-party identifiers. If you're running media on the platform without a robust Advanced Conversions API (A-CAPI) setup, you are optimizing on partial data, plain and simple.

Multi-Platform & Advanced Tracking

The Pinterest Conversion Tag is broken. There, I said it. Not broken in the sense that the code snippet no longer executes, it does. It's broken because the foundational assumptions it relies on, that a browser will dutifully fire an external script and transmit the necessary data, have been thoroughly undermined.

Multi-Platform & Advanced Tracking

B2B conversion tracking is fundamentally different from B2C e-commerce. You are not measuring an immediate $50 transaction; you are tracking a complex journey involving multiple stakeholders, long sales cycles, and high-value, often delayed, revenue events. The best practice isn't just how to track, but what to track, shifting focus from cheap top-of-funnel actions to true downstream indicators of profitability.

Multi-Platform & Advanced Tracking

What’s wild is how invisible it all is. You see the sales, you see the sign-ups, and you see the revenue figures in your dashboard. The numbers look good. They show up in reports and headlines, yet almost nobody questions the path those users took to get there. They rarely question the lineage of the conversion event itself.