Posts Taggedtracking

September 18, 2024

Facebook Conversions API: A Comprehensive Guide

In the ever-evolving landscape of digital marketing, staying ahead of the curve is crucial. One tool that has gained significant traction in recent years is Facebook’s Conversions API (CAPI). This powerful feature has become an essential component for businesses looking to maximize their advertising efforts on the Facebook platform. In this comprehensive guide, we’ll dive […]

By Kamila

7 min Read

September 4, 2024

The Technical Challenges of Cross-Platform Conversion Attribution

In the world of digital marketing, understanding which touchpoints lead to conversions is crucial. However, tracking and optimizing conversions across multiple platforms like Facebook Ads, Google Ads, and Google Analytics 4 (GA4) is far from straightforward. Let’s dive into the technical aspects and challenges of cross-platform attribution. The Complexity of Modern Customer Journeys Today’s customer […]

By Kamila

3 min Read

August 19, 2024

How iOS Updates Crippled Facebook Tracking and Why UTM Links Aren’t Enough

Recently, I was discussing digital marketing challenges in the post-iOS 14.5 world with a colleague. While I understood the broad strokes of how Apple’s updates had impacted Facebook’s tracking, I found myself stumbling when it came to explaining why UTM parameters—typically a reliable tracking method—were still resulting in 40-60% of conversions not being attributed to […]

By Kamila

4 min Read