Data-driven strategies, expert analysis, and actionable tactics for e-commerce growth. From Google Ads optimization to Marketing Mix Modeling.
Performance Max has become the default campaign type for e-commerce advertisers on Google. But the "set it and forget it" approach that Google promotes rarely delivers optimal results. After managing over €10M in PMax spend across 50+ e-commerce accounts, here are the best practices that actually move the needle.
GA4 e-commerce tracking is fundamentally different from Universal Analytics. The event-based model offers more flexibility but also more complexity. After implementing GA4 tracking for over 100 e-commerce sites, this guide covers everything you need to get it right the first time.
Advantage+ Shopping Campaigns represent Meta's most automated campaign type for e-commerce. By removing manual audience targeting and placement controls, ASC relies entirely on Meta's AI to find buyers. After managing ASC campaigns across dozens of e-commerce accounts, here is what actually works.
Third-party cookies are disappearing, ad blockers are growing, and browser privacy restrictions are tightening. For e-commerce brands that depend on accurate conversion data for campaign optimization, server-side tracking is no longer optional — it is a necessity.
ROAS (Return on Ad Spend) is the most commonly used metric in e-commerce advertising. But optimizing for ROAS alone can actively hurt your business. After working with 100+ e-commerce brands, we have seen how ROAS-obsessed strategies destroy profitability while looking great on dashboards.
Attribution models tell you who clicked before buying. Incrementality tests tell you who bought because of your ads. The difference is critical for budget optimization. A practical guide to designing and running incrementality tests that reveal which marketing spend is actually driving growth.
Server-side GTM is the technical foundation for privacy-resilient e-commerce tracking. This guide provides the hands-on implementation details that developers and analytics engineers need to deploy, configure, and maintain a production-ready sGTM setup.
If you have mastered the basics of Performance Max, it is time to go deeper. This guide covers advanced strategies for scaling PMax campaigns while maintaining profitability — from multi-campaign architectures to sophisticated asset testing frameworks.
As third-party data disappears, first-party data becomes the foundation of effective digital marketing. E-commerce brands that invest in collecting, organizing, and activating their own customer data will have a decisive competitive advantage over those that continue to rely on platform audiences.
Every e-commerce brand wrestles with the same question: which marketing channels are actually driving sales? Attribution models provide different answers depending on how they assign credit. Understanding their strengths and limitations is essential for making informed budget decisions.
In an era of increasing privacy regulations and cookie deprecation, Marketing Mix Modeling has emerged as the gold standard for measuring marketing effectiveness. Unlike attribution models that track individual users, MMM uses aggregate data to determine how each marketing channel contributes to your business outcomes.
Subscribe to our newsletter for the latest performance marketing insights, strategies, and industry analysis delivered to your inbox.
Get in touch