Impressions vs. Reach
Impressions is a meaningless metric from the performance point of view. It tells you how many times your ad was printed (in the […]
Insights are not recommendations
The fact that you know that reaching users in the US is more expensive than Costa Rica doesn’t mean you should exclude the […]
Automated Insights
“People who use iPhone spend 50% more time in your app compared to all the users.” As simple as the above statement might […]
Ad Analytics Engine
Attribution, Optimization, Allocation. Three simple steps your ad platform can do to help your company to increase the return on advertising spend. The […]
Your in-house team should not compete with agencies
If your company has been trusting ad dollars to agencies you are very familiar with the concerns: are they using my data responsibly? […]
Using AI to understand the customer journey
Every time I read an article about AI and advertising, I know the author will just scratch the surface. The article will be […]
Audience quality
A big part of decreasing your acquisition costs depends on showing the right message (ad) to the right people (audience.) Obviously, if you […]
Audience Optimal Size
Is it better to target a small group of people with an appealing, tailored, custom made message? Or targeting a large group with […]
Country Level Analysis
If it makes sense to analyze your Facebook campaigns’ results by country, there is a script I wrote you can use this script. […]
Taking control of your CPA on Facebook
I always surprised when companies are asking for a specific CPA. Sometimes the numbers are coming from the profit expectations or because some […]