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In the digital world of e-commerce, understanding key metrics is essential for growth and profitability. Two primary indicators are often under consideration: Return on Ad Spend (ROAS) and Profit on Ad Spend (POAS). However, there's a common misconception that ROAS is the ideal metric for all e-commerce businesses, but that's not always the case.

Google has released its new analytic tool - GA4, in the following article we are going to discuss the key differences between GA4 and GA3, how to prepare best for the transition between the two and the timeline this going to take effect.

Maximizing return on investment (ROI) and return on advertising spend (ROAS) is essential for businesses, but having a clear understanding of the differences between the two metrics is crucial for making informed decisions regarding marketing strategies. In this post, we'll explore the differences between ROI and ROAS, when to use each metric, and some caveats to keep in mind.

User cold start is a common challenge that businesses face when launching new products or services. It refers to the difficulty of gathering user data and making informed decisions without a pre-existing user base. This blog explores the effects of user cold start on business decisions, such as marketing strategies and product development.

Your decision making strategy relies on data from 1-5% of your users. Stop taking biased actions and take a look at 100% of your website users.

As 2022 closes, we are inching closer and closer to a day without the ability to leverage third-party cookie data for personalization and targeting. Couple the deprecation of third-party cookies with more impending data privacy laws, and brands will have to rethink their customer acquisition and retention methods while publishers will need to hone in on their targeting strategies.

With the demise of third-party cookies, advertisers and brands alike will have to find new ways to replace targeting and maintain conversions, all while protecting the user’s privacy. One way to do this is by leveraging authenticated traffic solutions, such as Universal IDs (UIDs). Identity solutions, or Universal IDs (UIDs), are one possible path to personalization and the opportunity to optimize campaigns based on sound user information and preferences. But do UIDs have the power to replace the third-party cookie entirely?

The phasing out of third-party cookies began a couple of years ago with browsers like Firefox and Safari ending the practice. In 2019, Google announced that they will begin eliminating the use of third-party cookies next year as they continue to work with marketers, publishers and retailers to create a system that doesn’t topple the digital ecosystem. So what’s next for the digital ecosystem?

The need for Deep Behavioral Data is upon us. Through the innovations of technology, we’re now able to identify the underlying tech of probabilistic predictions allowing for a much more extensive range of your user base.

As the sun begins to set on the cookie-powered web, some of the brightest minds in the industry have been reimagining what the next chapter of the internet will look like...But solutions are emerging, and many of them are already bearing promising results. Finding viable alternatives to cookies and third-party data all starts with understanding the current roles they play, why they are problematic, and how to build back in a way that is mindful of user privacy.