Marketing strategy and industry changes across Apple Ads, Meta, Google and measurement.
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.