What are Meta value rules? A guide to the new 2025 ad feature
Meta's value rules automatically raise or lower bids based on audience age, gender, location, operating system and placement. Why to use them, how to set them up in…
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Better questions. Clearer decisions
Perspectives and practical methods for the questions on your mind.
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Fresh perspectives from the team
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No marketing team? Three parts of Google advertising an ad management partner can handle for you
For small businesses without a marketing team: the cost difference between hiring staff and outsourcing ad management, and three areas an agency can take on, from creative direction…
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A beginner’s guide to standardising UTM parameters to track all your traffic accurately
How GA4 decides where traffic comes from, the most common UTM mistakes, and how CloudAD's UTM smart tag builder standardises parameters with AI assistance to avoid human error.
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What is STP analysis? From market segmentation to brand positioning
STP analysis (segmentation, targeting, positioning) gives brands a clear framework for choosing whom to talk to and how. The three steps, how they apply in digital marketing, and…
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What is Google AI Max? A one-click AI upgrade for Search campaigns
AI Max is not a new campaign type but a one-click AI enhancement for Search campaigns. What it does, how to set it up at campaign and ad…
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Buying outdoor advertising: answers to five key questions
What outdoor (OOH) advertising covers, how to show its effect, the three ways to buy it, how to choose placements by reach, audience and budget, and how far…
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SAME WORD / DIFFERENT RULES
We all call it a conversion- Ads
- Meets attribution rules
- GA4
- A defined event fires
- CRM
- Meets lead criteria
Compare definitions before comparing totals
THE QUESTION BEHIND THE NUMBERS
One meeting. Three versions of the truth
Before comparing numbers, compare sources and definitions. Understanding the differences is the first step towards common ground.
Build a shared understanding01 / COO PERSPECTIVES
COO perspectives
Data is the beginning of a better question. Notes on decisions, teamwork and everyday judgement.
- Decision making
- Teamwork
- Business judgement
02 / METHODS & TOOLS
Data insights
Make complex data something people can discuss and use: how to set up the tools and read the numbers.
- GA4
- Data Studio
- Measurement
03 / FROM DATA TO ACTION
Advertising insights
Better strategy begins with understanding people: reading audiences through data and connecting marketing to the business.
- Audience
- Message
- Measuring results