Rejected items in Merchant Center: how to interpret the diagnostics
Rejected items are not advertised — and most rejections are due to a few recurring reasons.
A product page that sells: what happens after the click
The advert leads to the product page. From there, they decide on six things — and the price is just one of them.
Attribution models: which model for which decision
Each attribution model tells a different story about the same sales. The choice determines which channel appears to be profitable.
Scaling up a campaign: how to increase the budget without breaking it
Doubling the budget puts the campaign back on track. Progress is being made in stages and in the right direction.
When to change your advertising agency — and when not to
A poor month is not a reason to change. The lack of an explanation for it is.
Enquiry form: why are service websites losing leads?
When it comes to services, paid traffic only goes so far and stops there. The reason is rarely down to the design.
Lookalike audiences: when they work and what sort of source list to use
The quality of the lookalike audience is determined entirely by the source list — not by the percentage.
UTM parameters: how to organise them so as not to corrupt your data
UTM parameters are the only way to know where your visitors are coming from. Three common mistakes render them useless.
Server-side tracking: when is it worth it, and what does it actually achieve?
Server-side tracking returns some of the events that the browser no longer delivers. It pays out once a certain volume is reached, but not always.
Abandoned shopping trolleys and the checkout: where exactly do orders fall by the wayside?
An abandoned trolley is rarely the trolley’s fault. The cause almost always lies in a few specific points in the checkout process.
