Planning 2025 budget allocation across Apple, Meta and Google
A way to split a 2025 paid budget by the job each channel does, with a reserve for testing and explicit rules for when to move money.
Insights
Marketing strategy and industry changes across Apple Ads, Meta, Google and measurement.
Set ROAS targets from lifetime value and payback, not from last month
A method for deriving a ROAS target for a subscription app from predicted lifetime value, margin and the payback window you can finance, with a worked example.
Apple Search Ads keyword and match type rules that hold up as you scale
Exact match for the terms you know, broad match and Search Match only for discovery, and negatives to keep them apart. A working set of rules and where to bend them.
Marketing mix modeling on a mid-size budget, a realistic scope
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.
Working with Advantage+ audience when broad targeting is the default
Advantage+ audience treats most of your targeting inputs as suggestions. Which controls stay firm, when to switch to original audiences, and how to test either choice.
Google keeps third-party cookies in Chrome, and your plan should not change much
Google says it will offer a user choice in Chrome instead of phasing out third-party cookies. Why first-party data work is still the right priority and what to stop doing.
AdAttributionKit for teams that already live with SKAdNetwork
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.
AI Overviews and ads, what search advertisers can plan for now
Google is rolling out AI Overviews in the US and says it will test Search and Shopping ads in them. What is confirmed, what is not, and what to watch in your reports.
Discovery is now Demand Gen, so check what your campaigns turned into
Google scheduled automatic upgrades of remaining Discovery campaigns to Demand Gen for January through March. Here is what to verify in your account and how to test the new format.
Audit your Consent Mode v2 setup before enforcement begins
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.
Apple's EU changes and what they mean for user acquisition
Apple announced new EU rules for iOS apps on January 25. Here is how the fee structure and link-outs could change your cost per acquisition and your funnel.
What Chrome's 1% cookie test does and does not tell advertisers
Chrome began restricting third-party cookies for 1% of users on January 4. Here is what that test can show your measurement, and what it cannot.