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Month: December 2023
Comparing attribution models — Attribution modeling (part 6)
One of the basic attribution analysis techniques is comparing how conversions are assigned across different attribution models. How…
List of all countries for Google Ads
If you target your Google Ads campaign to all countries and territories, you may wish to use bid…
No Google Ads traffic data in Analytics — possible causes
Data discrepancies between Google Ads and Analytics are a common problem. The two systems operate on different methodologies…
Direct visits and non-direct models — Attribution modeling (part 5)
Direct traffic is one of the traffic sources that appear in website statistics. In Google Analytics we’ll see…
Single-touch models — Attribution modeling (part 7)
Single-touch models are one of the fundamental attribution modeling methods, still popular due in part to their relative…
Terminology — Attribution modeling (part 3)
Attribution modeling uses a range of terms that aren’t always obvious. So it’s worth putting them in order….
The conversion window (lookback window) — Attribution modeling (part 4)
Previous article (part 3): Attribution modeling terminology Attribution modeling involves analyzing the influence of a series of interactions…
Profit Driven Management of PPC Campaigns
PPC campaigns are usually optimised towards unified profitability goals, such as target cost per conversion or ROAS (Return…
