Ad Platform Attribution Windows Compared: Meta, Google, TikTok, LinkedIn
Default attribution windows vary significantly across ad platforms. Here is a side-by-side comparison so you know exactly what each platform is claiming credit for.
Meta vs Google Attribution: Why They Don’t Agree and What to Trust
Meta and Google both claim credit for the same purchases. Here is exactly why their numbers diverge and a practical framework for deciding which platform to believe.
Data-Driven Attribution in Google Ads: What It Is and When to Use It
Data-driven attribution uses machine learning to assign conversion credit across Google touchpoints. Here is what it actually does, when it qualifies, and how to evaluate if it improves your bidding.
Marketing Attribution Models Explained: First Click, Last Click, and Beyond
Attribution models decide which ad touchpoints get credit for a conversion. Here is how first click, last click, linear, time decay, and data-driven models differ and when to use each.
Why Your Ad Platforms Show Different Numbers (And What to Do About It)
Every ad platform reports more conversions than you actually made. Here is why each platform claims more than its share and how to read performance data accurately across channels.
What Is a Data Layer and Why Does Your Tracking Need One?
The data layer is how your Shopify store communicates with Google Tag Manager and GA4. Without it, your tracking relies on scraping page content, which breaks easily. Here is what you need to know.
UTM Parameters: Best Practices for Tracking Every Campaign
Inconsistent UTM parameters create messy GA4 data that is impossible to analyse. Here are the best practices for building a clean, consistent UTM system across all your campaigns.
Multi-Platform Tracking: How to Measure Performance Across All Ad Channels
Every ad platform claims more conversions than you actually made. Here is a practical system for measuring true performance across Meta, Google, TikTok, and other channels.
Snapchat Attribution: How It Works and Why It Differs from Meta
Snapchat attribution uses a 1-day view and 28-day click window by default. Here is how it works, why numbers differ from Meta, and how to compare performance accurately.
LinkedIn Ads Attribution Explained: How LinkedIn Counts Conversions
LinkedIn counts conversions differently than most ad platforms. Here is how LinkedIn attribution works, why it reports high numbers, and how to read performance data accurately.