Blog

February 26, 2023

With the ever-changing landscape of online tracking, it can be difficult to keep up with the latest developments. In this article, we explore how third-party cookies, first-party cookies, and other tracking techniques are used to track and attribute conversions and how browsers are responding to these techniques. We also look at how these techniques are affecting the way advertisers and social media networks are able to reach their audiences.

October 31, 2022

In the recent years ad platforms such as Facebook Ads (Meta) and Google Ads began to introduce and promote use of the conversion APIs, allowing advertisers to send more details about their conversions. This article describes how conversion APIs work, why their use is essential and how different implementations can affect their performance. It describes common pitfalls why conversion APIs may not have delivered the desired result and documents approaches to fixing this.Facebook's study has shown that correct use of Conversions API results in increase of CPA by 13% and lead to sale conversion rate by 20% on average; the average is misleading as the figure is funnel dependent. Some funnels may already track all conversions correctly without Conversions API. Others may gain up to a 7x RoAS (return on ad spend) increase and doubling number of tracked conversions in other funnels in our experience.

October 13, 2022

Importing offline conversions is essential for understanding customer journeys, sales sources and ROI and reporting on multiple touchpoints in many funnels. Google Analytics 4 allows to report such conversions by uploading them. This can be done using manual offline events import or using an API integration. This blog post outlines both approaches.

September 29, 2022

SaaS businesses present unique set of challenges for tracking conversions in a sales funnel. This report breaks down a typical SaaS conversion funnel into common stages, highlighting common challenges on each and discusses tracking implementation that is able to resolve these challenges

July 15, 2022

Automating Google Ads Customer Match using Google Ads API simplifies managing Google Ads audiences and improves effectiveness of Google Ads targeting optimization. This post summarizes different ways Customer Match is used, which is better for an ongoing campaign and provides step-by-step instructions to automate Customer Match using Google Ads API.

May 26, 2022

Businesses that are yet to turn a profit are facing unprecedented pressure to start sales. With fundraising becoming hard or unattainable and cost-cutting measures doing more harm than good, entrepreneurs are left with growing profitable sales as the only viable options. For most businesses at this stage surviving will take two steps: 1) achieve product-market fit and 2) extend the runway enough to get to profitability before money ran out.

December 22, 2021

Google announced updates to Google Ads Customer Match availability and Google Ads API during the last few months. These updates aim to improve reporting that was affected by the April update, which removed unique click identifiers from IOS traffic to comply with Apple App Tracking Transparency restrictions. This post explains what changed, how Google improved reporting by the Customer Match roll-out and Google Ads API v9 changes and what advertisers can do to understand sources of their sales while staying compliant with Apple tracking restrictions.

August 20, 2021

Conversions missing from Facebook Ads Manager is a common issue that many Facebook advertisers are facing. In this article we try to highlight two most common yet obscure reasons why transactions may be missing from Facebook and offer ways to solve Facebook tracking and attribution.

May 20, 2021

Many marketers were affected by the disappearance of GLCID parameter in Google Ads paid traffic after the April 26th update. To comply with Apple App Tracking Transparency restrictions, Google had to start sending WBRAID and GBRAID parameters instead, providing anonymized way to track ad conversions. In this post we'll discuss the implications, what it means for tracking and how Able CDP can be used to keep tracking conversions for Google Ads traffic without GLCIDs.

May 13, 2021

Google Analytics 4, also known as GA4, is a new version of Google Analytics. A major difference many website owners and web marketers notice is its sole reliance on last click attribution. It results in unexpected traffic sources shown for meaningful conversions that happen later in the funnel such as purchases.

January 29, 2021

Changes to website conversions' tracking introduced in IOS 14 and WebKit browsers in 2020 affected many businesses with longer sales cycles. Luckily, their impact is limited and improved sales attribution allows to keep reporting sources of sales correctly in most cases, even when conversions happen weeks or months after the initial website visit.