How to 30x ad spend by fixing the pipes | Barbara Galiza (dBT, Substack, Fix My Tracking)
ExperiMENTAL Marketing | Playbooks to measure and scale Marketing ROI · Sundar Swaminathan
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Show Notes
Barbara Galiza is the founder of Fixmytracking.com where she helps companies fix their tracking and measurement.
In this conversation, we discuss the evolution of marketing measurement and tracking from 2015 to 2025, emphasizing the importance of adapting to new ad platform capabilities and strategies.
Takeaways
- Conversion tracking is crucial for optimizing performance
- Choosing the right conversion event is crucial for success.
- Taxonomy in structure has a bigger unlock than you think
- Passing PII when legally done is a must do
- Less is more when it comes to conversion events.
In this episode, we cover:
Chapters
00:00 The Evolution of Ad Campaigns: 2015 vs 2025
05:57 Understanding Audience Targeting and Segmentation
10:20 The Importance of Conversion Tracking
15:17 Attribution Challenges in Modern Advertising
19:56 Best Practices for Conversion Events
24:40 Navigating Legalities in Data Passing
27:45 Conversion Events in Marketing Campaigns
30:35 Understanding Ad Groups and Creative Strategies
31:58 The Importance of Incrementality in Measurement
34:49 Case Study: Taxonomy and Campaign Structure
38:47 Attribution Challenges and Solutions
42:26 Building a Strong Foundation for Scaling
46:28 Launching 'Fix My Tracking' Service
49:48 Future Trends in Marketing and AI
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And if you need help on your broken tracking, checkout Fixmytracking.com.