Category: PPC trends

Partnership ads on Meta: permissions, setup and measurement with creators

Partnership ads on Meta let you promote creators’ content from the creator’s account, with the partnership identified. They require permissions, correct…

Instagram, Threads and new placements: testing with a controlled budget

New placements and networks (Instagram in new formats, Threads, others) open space for ads, often before competitors arrive. Testing with a controlled…

Lookalike audiences and expansion: what has changed and what remains

Lookalike audiences look for people similar to your best customers. With changes in privacy and platform automation, their role has evolved: they remain…

Business messages on WhatsApp: templates, consent and conversation windows

Commercial messages on WhatsApp use approved templates, prior consent and conversation windows to regulate when and how a business may contact customers…

Quarterly Meta Ads audit: a 20-point checklist

A quarterly Meta account audit, with a 20-point list, helps catch waste, risks and opportunities before they pile up. As with Google, the value lies in…

GA4 for advertisers: the reports that really help

GA4 has so many reports that advertisers get lost. To decide about ads, a few are enough: traffic and user acquisition, landing pages, conversion events…

Events and conversions in GA4: setting up without duplication

Setting up events and conversions in GA4 seems simple, but duplications, inconsistent names and events firing more than once are frequent errors, and they…

Explorations and funnels in GA4: finding where people drop off

GA4 explorations and funnel reports let you see where people drop off on the path to conversion. Instead of looking at total numbers, they show step by…

Audiences in GA4 and sharing with platforms: potential and limits

Audiences created in GA4 let you group people by behaviour (viewed a product, abandoned the cart, bought) and, if links are active, share them with ad…

Attribution in GA4 and on platforms: understanding the differences

GA4 and ad platforms show different numbers for the same campaigns, and this causes distrust and arguments. The differences come from attribution models…