Insights for smarter ads.
Ad strategy, optimization and data guides.
Google Ads Enhanced Conversions: Setup and Verification
Recovering lost conversions with hashed first-party data: setup paths, normalization rules, the consent dependency and the thresholds that prove it works.
Criteo Advertising: A Practical Dynamic Retargeting Guide
Criteo is a commerce media network that runs on your product catalog. This guide covers the three pillars of setup, the honest comparison with Meta and Google, and the incrementality trap.
Average conversion rate: 2026 benchmarks by industry
Where the average conversion rate sits in 2026 by industry, channel and device, and how to judge your own number instead of chasing someone else's.
CBO vs ABO in Meta Ads: Which Budget Structure Wins in 2026?
Test with ABO, scale with CBO: the budget structure decision explained with thresholds, formulas and safe transition steps.
How to Read the Google Ads Search Terms Report
The search terms report is the only surface that shows which real searches trigger your ads. This guide covers reading it, finding waste and turning findings into negative keywords.
Agency vs In-House Marketing: How to Decide in 2026
Agency, in-house team or hybrid? A four-criteria decision framework with 2026 fee benchmarks.
TikTok Spark Ads: How to Turn Organic Posts Into Ads
How Spark Ads turn organic posts into native ads through an authorization code, how they differ from standard in-feed, and a decision framework for choosing between the two.
GA4 Audiences for Google Ads: Build, Link and Target
Build behavior-based audiences in GA4, export them to Google Ads and use them both as remarketing lists and as bidding signals. With 2026 thresholds and a troubleshooting checklist.
ROI vs ROAS: The Difference and Which Metric Decides What
The same campaign can get two report cards: a shiny ROAS and a negative ROI can coexist. Here is the clean split between the two metrics and the decisions each one should own.