What is it and who is this book for?
This book serves as a primer for all things related to tracking and measuring ad efficiency — and yes, we’ll happily dive into the murky depths when the situation calls for it. It tackles the technical side of marketing attribution, but don’t panic: this isn’t a book for programmers.
It’s written for digital marketers and business owners — in other words, people who actually care about whether their marketing spend is working or just disappearing into the digital equivalent of a black hole.
The motivation for its creation was simple: a shortage of resources that give clear answers to questions everyone has at some point. With the industry moving at breakneck speed, no suitable printed resources exist, and the online ones seem magnetically attracted to either SEO drivel or the sort of bland corporate manuals that bury everything under layers of jargon — leaving you to guess what they actually trying to say if you don’t already know.
This one is neither. While I’m a founder of Able CDP and this book will be published on its website, it was never written for SEO purposes (though of course, there are other pieces of content that are, because we’re not completely mad). It was conceived to provide an overview of what setting up tracking and attribution actually looks like in the modern era, with more detail and context than any software manual could muster, plus an explanation of what those measured conversion figures actually mean — assuming they mean anything at all.
To make it easier to navigate, it’s split into the following chapters, corresponding to different stages of the setup process:
— Paul Titov