Paid Advertising
Search, social and shopping media managed to a target return — with the same measurement discipline applied to spend as to organic work.
The problem
Paid media produces a number quickly, which makes it easy to run and hard to judge. Platform-reported conversions flatter themselves, and an account can look efficient for months while buying demand that already existed.
How we work
Define the target return before the first campaign, instrument conversion tracking independently of the ad platform, then structure accounts so spending decisions can be made per segment rather than per platform. Test deliberately, one variable at a time, and hold the result long enough to read it.
Independent measurement first
An advertising platform reporting on its own performance has an obvious interest in the answer. Tracking is set up so that the numbers we report can be checked outside the platform that produced them.