Ever wondered why the conversions in Facebook or Google Ads don’t add up to what you see in Google Analytics? This is due to attribution! This post will be explaining how attribution works from one platform to another and how not to fall in the trap of double counting your conversions. How does attribution work? … Read more
SEM means “Search engine marketing”. Not to confuse with SEO meaning Search engine optimization. These are the ads that appear in Google or Bing search results With SEM, you pay every time someone clicks on your ad, so it is important to have a good program and strategy in place so you don’t throw your … Read more
If you are advertising on Facebook, chances are you will also be using Facebook conversion pixel and optimize based on the platform’s results. However, when it comes to reporting, I strongly suggest you use Google analytics as your one source of truth. Otherwise, if you advertise on multiple channels, you will most likely end up … Read more
For a long time, audiences were used for display ads, and keywords for paid search. If you are still only using keywords in your SEM program, I’m here to tell you that you are missing out! You should layer in a few key audiences. How to layer your audiences You shouldn’t be scared to layer … Read more