Marketing strategy and industry changes across Apple Ads, Meta, Google and measurement.
Meta now counts only link clicks as click-through conversions and shortened the reporting windows it exposes. How to re-baseline targets and reconcile Meta with your measurement partner.
Apple's WWDC 2025 session on AdAttributionKit describes new capabilities in iOS 26. Here is what vendors report, what is unconfirmed, and what to ask your MMP.
Google made its open-source marketing mix model available to everyone on January 29. Here is what it offers, what it still demands from you, and who should try it.
Open-source MMM tools make modeling cheaper to try. What a team spending a few hundred thousand dollars a year can reasonably expect from one, and what to prepare first.
Apple introduced AdAttributionKit at WWDC. It keeps the SKAdNetwork model and adds re-engagement and view-through support. What changes in practice for your conversion value plan.
Google said it would enforce its EU user consent policy starting in March. A five-point audit of banner, defaults, signals and audiences for EEA traffic.
iOS 17 shipped on September 18 with a feature that strips tracking parameters from some links. Here is where it applies, what reportedly survives, and how to make web-to-app tracking more resilient.
Standard Universal Analytics properties stopped processing new data on July 1. A checklist for confirming that GA4, your Google Ads links and your exports are doing the jobs UA used to do.
You do not need a large budget to ask whether a channel causes conversions. A geo holdout can answer it, if you size the test honestly and accept what small budgets can and cannot detect.
Apple announced SKAdNetwork 4 at WWDC with up to three postbacks, a four-digit source identifier and coarse conversion values. Here is what is confirmed, what is not, and what to plan now.
Google will stop processing Universal Analytics hits on July 1, 2023. Working backward from that date gives you a migration schedule that keeps a full year of comparison data.