Insights
Everything, newest first.
Page 5 of 9, working back through 101 articles.
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Estimates arriving in the same column as measurements
Modelled conversions are estimates Google adds where it cannot observe. They sit unlabelled beside real ones and take five days to settle.
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The threshold that quietly excludes most small advertisers
Google Consent Mode needs 700 ad clicks in seven days per country before modelling starts. Below that you lose the data and get nothing to replace it.
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Worth it on some accounts, overkill on most
Server side tracking recovers events browsers lose. There is no credible adoption figure anywhere, and on most accounts it is not the thing to fix first.
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Uploading a customer list is not the same as closing the loop
Offline conversion import tells the platform which enquiries became customers. Most accounts that think they do this are running Customer Match instead.
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Recovering the enquiries your click identifier never matched
Enhanced conversions for leads match enquiries Google could not otherwise connect to a click. Here is what they recover and what the numbers really say.
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The uplift figure lives in the marketing, not in the documentation
Google enhanced conversions recover conversions the click ID alone would miss. The published uplift figure is weaker evidence than most people assume.
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Three ways one action becomes two conversions
Conversion event deduplication stops one action being counted twice. Here are the three causes I find most, and how each one inflates your reporting.
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A score out of ten that nobody will tell you how to pass
Event match quality is scored out of ten and Meta publishes no threshold for a good score. Every number you have been given for it was invented.
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The server side connection, and the reason most accounts do not have one
The Meta Conversions API recovers events the browser loses. Whether you can run it is usually a question of client access, not of technical merit.
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The gap is smaller than the internet says, and it should be stable
CRM vs ad platform conversions usually differ by about 10% in my accounts, not the multiples this genre claims. Here is how to size and use yours.
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The model everyone criticises is still the right default for most people
Last click attribution gets blamed for everything. It is biased in a known direction, cheap to run, and better than most of what replaces it.
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Six ways to divide the credit, and why the choice matters less than you think
Attribution models decide which advert gets credit for a sale. Here are the six, what each one distorts, and why the choice is smaller than the argument.
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