What should a marketer do when a subset of conversions can’t be tied to ad interactions?
- Don’t buy impressions on browsers or device types where their ability to measure is declining.
- Make daily changes to the Smart Bidding campaigns so they’re not waiting long for the algorithm to learn and adjust.
- Turn to partners who may be able to fill the gaps via fingerprinting and alternative ID solutions.
- Use conversion modeling to provide a more complete picture of their advertising performance.