Debunking Ad Testing Part 1: Statistical Significance

When it comes to A/B testing Google Ads, experienced marketers have agreed on one thing for more than a decade: You can’t leave it to Google. You have to take control. The best practices on how to do this are also widely accepted. But guess what – it’s all nonsense. It doesn’t work and never has. Continue reading

New Script: Are You Ready for Parallel Tracking?

On October 30th, Google Ads requires all URL’s to be compatible with parallel tracking. To avoid surprises deep in our clients’ accounts, we’ve developed a simple script that I’m sharing today. Continue reading