The latest marketing news and practitioner insights in Measurement, updated daily.
Lowering CPC and CPA is not always the win. High CTR can signal unqualified traffic, and low CPA often buys low-quality leads. Here is how to tie paid media metrics to sales, revenue, and profit.
Ad platforms count generously, backends count last-click, and averaging them produces a third wrong number. Here is why paid media incrementality — not attribution — is the only figure that should steer spend.
The Google Tag Manager unification upgrades Google tags into full GTM containers and adds visual, no-code event tracking. Here is what changes in your conversion measurement setup.
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