Double attribution: when Google and Meta claim the same sale
Google and Meta can both claim the same order. Learn how EP4P reconciles platform overlap and counts each qualifying sale once toward your fee. Read More …
Author: julien@ep4p.com
Who should control ad account access when you hire an agency?
Clarify access, billing, measurement assets, and exit arrangements before work begins. Manager permissions are not the whole agreement. Read More …
How to tell whether your ecommerce agency is doing useful work
Ask for the decisions, evidence, and commercial reasoning behind the work instead of judging an agency by edit counts. Read More …
Why Meta view-through sales are different from click-through sales
Separate exposure-based attribution from click-based attribution before comparing Meta, GA4, and an agency fee calculation. Read More …
What Meta Ad Library can—and cannot—tell you about competitors
Use competitor ads to develop testable creative ideas without mistaking visible activity for proof of profit. Read More …
Meta Learning Limited: should you rebuild the campaign?
Use the learning status as a diagnostic prompt, then assess purchase data, account fragmentation, and commercial performance. Read More …
Cheap Meta clicks, no purchases: is Traffic the wrong objective?
Check the objective, performance goal, and purchase signal before deciding that cheap Meta traffic is good ecommerce advertising. Read More …
Add to carts but no sales: where is the buying path breaking?
Separate event errors, product hesitation, and checkout friction before buying more traffic. Read More …
Should Google Ads use UTMs, auto-tagging, or both?
Give each tagging method a clear purpose and test that the destination preserves the information. Read More …
Why do Google Ads clicks and GA4 sessions not match?
Compare what each metric counts before treating a difference as lost traffic or click fraud. Read More …