A Tale of Digital Marketing Attribution Woe

Janet and the Cows Janet likes cows. Ever since Janet first visited her grandparents’s dairy farm in small-town Wisconsin, Janet has had pleasant thoughts of her bovine friends. As she got older, Janet could not …

Untangling Facebook Attribution Models

Succeed at Reporting Despite Differences Between Google Analytics & Facebook Ads. Introduction How do you attribute conversions to paid social? Do you use Google Analytics exclusively or do you rely on Facebook’s ad manager to …

Top 10 Posts of The ZATO Blog, 2014 Edition

most interesting man top 10 PPC

In 2013 made a resolution to post weekly on the blog. Errrrr… so that didn’t exactly happen, however I did post a whole lot more than I did in 2013 so that is a start! …

Google Tag Manager for the Busy PPC Professional

google tag manager for the busy ppc professional

It’s Time for Us Non-Coders to Start Using Google Tag Manager Let’s say it together. “Hi, my name is _______. I am a PPC Marketer. I know less about coding than I pretend to know …

Naming PPC Campaigns – It’s More Important Than You Think

naming a baby

What’s In a Name? Hi, I’m 10549678. What’s your number? Or perhaps people call you by your barcode? “Attention customers, I have an order ready for BEEEEEP-boop-boop-BOP-beep-BEEP” These notions are silly to you because shortly …

Accurately Identifying Cause and Effect in PPC Marketing.

Subaru-BRZ-STI-Concept

What is Cause and Effect? You have undoubtedly heard of cause and effect. Cause and effect (or causality) is identifying the relationship between two events, specifically in how the second event is related to the …