Practical writing on ecommerce advertising, attribution, and what it actually takes to make Google, Meta, and the rest of your ad stack work together.
An 18x branded search ROAS usually says more about your attribution than your campaign. What branded search really measures, when bidding on your own name is worth it, and how to compare brand against everything else honestly.
Your Meta and Google dashboards can both take credit for the same purchase, and both can be technically right. Here's what's actually happening, and how to build a cross-platform view you can trust.
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