{"id":629959,"date":"2024-08-06T16:00:00","date_gmt":"2024-08-06T13:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/advanced-analytics-techniques-to-measure-ppc\/"},"modified":"2024-08-06T16:00:00","modified_gmt":"2024-08-06T13:00:00","slug":"advanced-analytics-techniques-to-measure-ppc","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/advanced-analytics-techniques-to-measure-ppc\/","title":{"rendered":"#Advanced analytics techniques to measure PPC"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a290210a9092\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a290210a9092\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-analytics-techniques-to-measure-ppc\/#Key_strategies_for_consent_management_data_modeling_and_non-cookie_measurement_techniques_in_a_privacy-first_world\" >Key strategies for consent management, data modeling and non-cookie measurement techniques in a privacy-first world.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-analytics-techniques-to-measure-ppc\/#1_The_significance_of_Google_Consent_Mode_v2\" >1. The significance of Google Consent Mode v2<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-analytics-techniques-to-measure-ppc\/#2_The_shift_from_observed_to_modeled_data\" >2. The shift from observed to modeled data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-analytics-techniques-to-measure-ppc\/#3_Back-end_data_steps_to_the_fore\" >3. Back-end data steps to the fore<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-analytics-techniques-to-measure-ppc\/#4_Get_to_know_non-cookie_measurement_methods\" >4. Get to know non-cookie measurement methods<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-analytics-techniques-to-measure-ppc\/#5_When_data_is_scarce_use_proxy_metrics\" >5. When data is scarce, use proxy metrics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-analytics-techniques-to-measure-ppc\/#Advanced_analytics_strategies_for_modern_PPC_campaigns\" >Advanced analytics strategies for modern PPC campaigns<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/advanced-analytics-techniques-to-measure-ppc\/#WATCH_Advanced_analytics_techniques_to_measure_PPC_performance\" >WATCH: Advanced analytics techniques to measure PPC performance<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Key_strategies_for_consent_management_data_modeling_and_non-cookie_measurement_techniques_in_a_privacy-first_world\"><\/span>Key strategies for consent management, data modeling and non-cookie measurement techniques in a privacy-first world.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nI got the opportunity to present at SMX Advanced 2024 on a topic I live and breathe every week with my agency\u2019s clients: advanced PPC analytics and measurement.<\/p>\n<p>I\u2019ve been in digital marketing for over 20 years, and in my (rather biased) opinion, intelligent analytics have never been more of a differentiating factor in marketing campaigns.<\/p>\n<p>Privacy-focused regulations have made measurement more complicated and AI has s<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/trip-and-travel\/\" data-internallinksmanager029f6b8e52c=\"10\" title=\"Trip &amp; Travel\" target=\"_blank\" rel=\"noopener\">trip<\/a>ped marketers of many ways to uplevel their performance within channels. The proliferation of channel options means that seeing the whole picture is imperative.<\/p>\n<p>With that said, if you didn\u2019t get the chance to catch the presentation and\/or don\u2019t have time to watch the recording, I\u2019ll break down five main takeaways:<\/p>\n<ul>\n<li>Consent Mode v2 puts even more control in the hands of users.<\/li>\n<li>The shift from observed to modeled data is at hand.<\/li>\n<li>Back-end data implementation is crucial.<\/li>\n<li>It\u2019s time to embrace non-cookie measurement options.<\/li>\n<li>Proxy metrics can fill gaps when data is scarce.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"1314\" alt=\"Advanced analytics techniques to measure PPC\" class=\"wp-image-444582\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Advanced-analytics-techniques-Key-takeaways.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Advanced-analytics-techniques-Key-takeaways-412x338.png.webp 412w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Advanced-analytics-techniques-Key-takeaways-731x600.png.webp 731w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Advanced-analytics-techniques-Key-takeaways-138x113.png.webp 138w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Advanced-analytics-techniques-Key-takeaways-768x631.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Advanced-analytics-techniques-Key-takeaways-1536x1261.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Advanced-analytics-techniques-Key-takeaways.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"1314\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Advanced-analytics-techniques-Key-takeaways.png.webp\" alt=\"Advanced analytics techniques to measure PPC\" class=\"wp-image-444582\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Advanced-analytics-techniques-Key-takeaways.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Advanced-analytics-techniques-Key-takeaways-412x338.png.webp 412w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Advanced-analytics-techniques-Key-takeaways-731x600.png.webp 731w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Advanced-analytics-techniques-Key-takeaways-138x113.png.webp 138w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Advanced-analytics-techniques-Key-takeaways-768x631.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Advanced-analytics-techniques-Key-takeaways-1536x1261.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-1-the-significance-of-google-consent-mode-v2\"><span class=\"ez-toc-section\" id=\"1_The_significance_of_Google_Consent_Mode_v2\"><\/span>1. The significance of Google Consent Mode v2<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In 2012, the ePrivacy Directive (a European Union cookie law) required websites to obtain consent from visitors before storing\/accessing information on their devices. That was the precursor to 2018\u2019s watershed GDPR and, to a lesser extent, CCPA privacy regulations.\u00a0<\/p>\n<p>In 2020, Google introduced Consent Mode v1, which allowed website owners to adjust behavior for Google tags based on users\u2019 consent status and, therefore, comply with GDPR and CCPA.<\/p>\n<p>What new wrinkles does Consent Mode v2 bring? Essentially, this update requires that end users be told how to revoke consent to ads personalization and enables anonymous tracking.<\/p>\n<p>Users get more control of their personal data, including the ability to amend preferences. Google gets anonymous visitor information without using cookies or other tracking information, instead using so-called \u201ccookieless pings\u201d for more accurate data modeling.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-2-the-shift-from-observed-to-modeled-data\"><span class=\"ez-toc-section\" id=\"2_The_shift_from_observed_to_modeled_data\"><\/span>2. The shift from observed to modeled data<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In plain speak for advertisers:<\/p>\n<p>You won\u2019t be able to track what individual users are doing, so you\u2019d better prepare to zoom out and work more effectively with a big-picture perspective with conversion modeling.\u00a0<\/p>\n<p>Part of that initiative is implementing Consent Mode v2 because you\u2019ll have less accurate reporting from limited conversion tracking without it. You\u2019ll also have fewer and thinner audience insights, which can impact audience segmentation and targeting.<\/p>\n<p>Conversion modeling, based on those \u201ccookieless pings,\u201d requires a daily ad click threshold of 700 ad clicks over a seven-day period per country and domain grouping.<\/p>\n<p>Its function is to examine how many of the unconsented clicks lead to conversions. It\u2019s not perfect, but it does a good job of patching the data gap of overall conversions in a campaign, even if unconsenting users aren\u2019t tracked individually.<\/p>\n<p>In the example below, the advertiser has a consent rate of 50% but only a 19% drop in conversions (12 out of 62) and an 18% conversion rate uplift from conversion modeling.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"810\" height=\"377\" alt=\"The shift from observed to modeled data\" class=\"wp-image-444584\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/The-shift-from-observed-to-modeled-data.png.webp 810w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/The-shift-from-observed-to-modeled-data-600x279.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/The-shift-from-observed-to-modeled-data-800x372.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/The-shift-from-observed-to-modeled-data-200x93.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/The-shift-from-observed-to-modeled-data-768x357.png.webp 768w\" data-lazy-sizes=\"(max-width: 810px) 100vw, 810px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/The-shift-from-observed-to-modeled-data.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"810\" height=\"377\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/The-shift-from-observed-to-modeled-data.png.webp\" alt=\"The shift from observed to modeled data\" class=\"wp-image-444584\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/The-shift-from-observed-to-modeled-data.png.webp 810w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/The-shift-from-observed-to-modeled-data-600x279.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/The-shift-from-observed-to-modeled-data-800x372.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/The-shift-from-observed-to-modeled-data-200x93.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/The-shift-from-observed-to-modeled-data-768x357.png.webp 768w\" sizes=\"auto, (max-width: 810px) 100vw, 810px\"><\/figure>\n<\/div>\n<p>The upshot is that if you implement both Consent Mode v2 and conversion modeling (the mechanics of those are too lengthy to cover here), you\u2019ll stay compliant and mitigate much of the resulting data loss.<\/p>\n<p><strong><em>Dig deeper: 4 ways to check your website\u2019s Google consent mode setup<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-3-back-end-data-steps-to-the-fore\"><span class=\"ez-toc-section\" id=\"3_Back-end_data_steps_to_the_fore\"><\/span>3. Back-end data steps to the fore<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Once user data gets into your CRM, it\u2019s first-party data that you own and control \u2013 and, as you\u2019ve probably heard ad nauseam in the last 18 months or so, its value in today\u2019s privacy-first landscape is through the roof.<\/p>\n<p>Why? You can use it for lookalike targeting, remarketing, feeding it back into bidding and targeting algorithms of the major ad platforms to train them to find your best users, etc.\u00a0<\/p>\n<p>Whatever your vertical, your CRM should be set up to capture data that allows you to segment your users into buckets with different values.\u00a0<\/p>\n<p>For ecommerce, that can be according to LTV; for B2B and lead gen, that can be by stages of qualification: MQL, SQL, Opps, Closed-won.\u00a0<\/p>\n<p>Segmenting that data allows you to feed specific segments into the algorithms, which is handy when you don\u2019t have a ton of data density.<\/p>\n<p>For instance, if you don\u2019t have enough Opps over a specific time period to effectively train the algorithms, combine SQLs and Opps to hit the volume you need while keeping user quality high.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-4-get-to-know-non-cookie-measurement-methods\"><span class=\"ez-toc-section\" id=\"4_Get_to_know_non-cookie_measurement_methods\"><\/span>4. Get to know non-cookie measurement methods<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Yes, Google scr<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ed its plans to deprecate third-party cookies in Chrome.<\/p>\n<p>But cookie tracking is inherently flawed (users opting out, no cross-browser tracking, etc.).<\/p>\n<p>Two non-cookie measurement options I frequently use to analyze client campaigns are:\u00a0<\/p>\n<ul>\n<li>Geo-lift testing.<\/li>\n<li><a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Media<\/a> mix modeling.<\/li>\n<\/ul>\n<p>Geo-lift testing has one big con (it only works for a single channel at a time), but has many pros:<\/p>\n<ul>\n<li>It does not rely on cookies or even ad clicks (because impressions carry value as well).<\/li>\n<li>It is available across most platforms (GA4, Shopify, Salesforce, etc.).<\/li>\n<li>You can use it to run experiments in specific geos (DMAs, states, countries).<\/li>\n<li>Google\u2019s Causal Impact R package can be used to detect any effect in the test group over time.<\/li>\n<li>It helps measure incremental revenue (sessions, new users, purchases, leads) from your marketing dollars.<\/li>\n<\/ul>\n<p>Media mix modeling (MMM), on the other hand, measures historic, holistic channel contributions to help advertisers adjust their budget allocation across channels to achieve better overall performance.\u00a0\u00a0<\/p>\n<p>Like geo-lift testing, it has a healthy list of pros:<\/p>\n<ul>\n<li>It does not rely on cookies or even ad clicks.<\/li>\n<li>It only requires channel spend and aggregated revenue from your back-end data sources (GA4, Shopify, Salesforce, etc.).<\/li>\n<li>It allows advertisers to estimate the contribution of every single channel.<\/li>\n<li>Advertisers can use Meta\u2019s Robyn to account for seasonality and latency.<\/li>\n<\/ul>\n<p>MMM is a bit more complicated than geo-lift testing, though, and carries the following cons:<\/p>\n<ul>\n<li>It requires 2 years of data.<\/li>\n<li>It requires some fine-tuning.<\/li>\n<li>Its implementation relies on R or Python knowledge.<\/li>\n<\/ul>\n<p>Even with cookies still on the table, both of these measurement methods have consistently produced solid performance and efficiency gains for our clients.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>How to evolve your PPC measurement strategy for a privacy-first future<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-5-when-data-is-scarce-use-proxy-metrics\"><span class=\"ez-toc-section\" id=\"5_When_data_is_scarce_use_proxy_metrics\"><\/span>5. When data is scarce, use proxy metrics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Because we\u2019re adjusting the way we look at data, I\u2019d like to discuss proxy metrics. Those are \u201csoft\u201d metrics that indicate strong engagement and\/or are strong predictors of meaningful actions.\u00a0<\/p>\n<p>Because they occur earlier in the customer journey, there are more of them. While they carry less value than down-funnel engagements, understanding that proportion can help you use proxy metrics with decent precision.<\/p>\n<p>For instance, let\u2019s say you don\u2019t have enough form fills to feed into Google\u2019s bidding algorithm. You can do some analysis to understand that roughly one in four users who view the page with that form end up converting into a lead.\u00a0<\/p>\n<p>If you know the average value of those leads, you can use the ratio of pageviews to form fills to calculate the average value of a pageview. Then, you would:<\/p>\n<ul>\n<li>Create a proxy metric in GTM.<\/li>\n<li>Bring the proxy metric into Google Ads, hardcode the nominal value, and collect data for 2-4 weeks.<\/li>\n<li>Make the proxy metric a primary event so it is used for bid optimization.<\/li>\n<li>Measure impact.<\/li>\n<\/ul>\n<p>Fluency with proxy metric usage is a great way to keep your campaign analysis nimble despite inconsistent data density.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>5 outdated marketing KPIs to toss and what to reference instead<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-advanced-analytics-strategies-for-modern-ppc-campaigns\"><span class=\"ez-toc-section\" id=\"Advanced_analytics_strategies_for_modern_PPC_campaigns\"><\/span>Advanced analytics strategies for modern PPC campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here\u2019s a big silver lining: most of what we just discussed will be relevant no matter what happens with cookies.\u00a0<\/p>\n<p>My strong recommendation is to roll up your sleeves and get familiar with all of these initiatives now because every single one of them has already produced significant competitive advantages for our clients.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-watch-advanced-analytics-techniques-to-measure-ppc-performance\"><span class=\"ez-toc-section\" id=\"WATCH_Advanced_analytics_techniques_to_measure_PPC_performance\"><\/span>WATCH: Advanced analytics techniques to measure PPC performance<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here\u2019s my full presentation from SMX Advanced:<\/p>\n<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe loading=\"lazy\" src=\"https:\/\/searchengineland.com\/about:blank\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"OT_Advanced analytics techniques to measure PPC performance_SMXA24\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-src=\"https:\/\/player.vimeo.com\/video\/952743612?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\"><\/iframe><noscript><iframe src=\"https:\/\/player.vimeo.com\/video\/952743612?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"OT_Advanced analytics techniques to measure PPC performance_SMXA24\"><\/iframe><\/noscript><\/div>\n<p><script data-minify=\"1\" src=\"https:\/\/searchengineland.com\/wp-content\/cache\/min\/1\/api\/player.js?ver=1722886592\" defer><\/script>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Ben Vigneron\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/09\/Ben-Vigneron.png.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/09\/Ben-Vigneron.png.webp\" alt=\"Ben Vigneron\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Ben Vigneron<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\"><\/div>\n<p>                        Ben Vigneron is a seasoned marketing analyst and product analytics leader with a startup culture. Ben was listed as one of the best eCommerce PPC Experts by PPC Hero in September 2014, and spoke multiple times at the Search Marketing Expo (SMX) in Europe and the USA. With a vision to change the way marketers think and operate, Ben and his team work with leaders and organizations to bring data to the center stage, and help make more informed decisions. After more technical training at Adobe, and years of experience with advertisers in the Bay Area at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.blackbirdppc.com\">Blackbird PPC<\/a>, Ben has uncovered remarkable patterns about the incremental effectiveness of paid advertising through search, programmatic, and social initiatives.                 <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/advanced-analytics-techniques-measure-ppc-smx-444579\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Key strategies for consent management, data modeling and non-cookie measurement techniques in a privacy-first world. I got the opportunity to present at SMX Advanced 2024 on a topic I live and breathe every week with my agency\u2019s clients: advanced PPC analytics and measurement. I\u2019ve been in digital marketing for over 20 years, and in my&#8230;<\/p>\n","protected":false},"author":1,"featured_media":629960,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/08\/Advanced-analytics-techniques-to-measure-PPC.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[147869,142591,107942],"class_list":["post-629959","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-analytics-conversion","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/629959","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=629959"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/629959\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/629960"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=629959"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=629959"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=629959"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}