Marketing
Ad fatigue and frequency caps: what to actually watch
Frequency is a symptom, not a cause. Capping it treats the reading rather than the problem....
Creative testing is a discipline, not a taste contest
Most brands do not have a creative shortage. They have a feedback shortage. They ship plenty...
Meta Conversions API: what it fixes and what it does not
The Meta Conversions API sends purchase and other conversion events from your server to Meta, so...
Post-purchase surveys as an attribution input
A post-purchase survey asks the buyer where they heard about you, at the moment they are...
Server-side tracking, explained for ecommerce operators
Server-side tracking sends conversion events to ad platforms from your server rather than from the shopper’s...
Blended ROAS versus platform ROAS: which one to run the business on
Run the business on blended ROAS and diagnose inside the platforms. Platform ROAS counts what a...
Why ecommerce brands spending $50K a month hire a fractional CMO
At around $50,000 a month in paid media, the constraint on growth stops being ad execution...
Incrementality testing for ecommerce paid media
Incrementality testing answers one question: how much of this revenue would have happened anyway. It compares...
The first 90 days with a fractional CMO
The first 30 days establish whether the numbers can be trusted, by reconciling platform reporting to...
What to do when customer acquisition cost keeps climbing
Before cutting spend, work out which kind of rising CAC you have. Degraded tracking, audience saturation,...
Trending
