Attribution
Advertising Incrementality: What Would Sell Without the Ads
Advertising incrementality asks what would sell without the ads. The eBay and Airbnb experiments, test limits for small stores, five signals from orders.
Blog
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Advertising
Demand Gen Campaigns: Where They Serve, What You Measure
Demand Gen campaigns run on YouTube, Discover and Gmail. Where Display hides in the settings, how Google counts engaged views and what real orders prove.
Tracking & CAPI
Klaviyo Attribution: Real Orders, Generous Credit
Klaviyo attribution counts real orders but shares credit generously: 5-day window, opens and MPP. How the model works, what to change, what email really sold.
Advertising
Black Friday Ads: Record ROAS, Vanishing Profit
Black Friday ads show the best ROAS of the year while profit disappears into discounts and returns. Margin math, new-customer share and bidding in the spike.
Tracking & CAPI
Shopify Attribution: What the Order Knows and What It Never Will
Shopify attribution writes the channel onto every order by itself, but rarely the campaign or click ID. What Shopify knows, the 30-day limit, the full picture.
Advertising
AI Max for Search: What Switches On by Itself in September
AI Max for Search campaigns switches on automatically in September 2026. Which campaigns are affected, how to avoid the upgrade, and how to audit what it buys.
Tracking & CAPI
Is Cookieless Tracking Legal? EU, US, Canada, Australia
Cookieless tracking usually means browser fingerprinting. The EU requires consent, while the US, Canada and Australia follow different rules. A sourced guide.
Advertising
Performance Max Campaigns: Controls and the Brand Leak
Performance Max campaigns quietly serve your own brand searches. What you still control, how to set brand exclusions and how to verify PMax on your orders.
Comparisons
Ad Tracking Software Cost 2026: Hyros, Triple Whale, More
What ad tracking software costs in 2026: Hyros, Triple Whale, wetracked.io and Enalitica compared on entry price, billing model, contracts and hidden fees.
Advertising
Meta Advantage+ Sales Campaigns: Where the Budget Goes
Meta Advantage+ sales campaigns lost the existing customer budget cap. How to exclude past buyers, when the automation works and how to verify real profit.