Summary
The article argues that pay‑per‑click (PPC) measurement feels broken, but isn’t fundamentally failing — the landscape has changed. As browsers tighten privacy controls, traditional click‑level tracking has weakened, leading to fewer identifiers flowing from clicks to conversions. This shift forces marketers to stop assuming perfect visibility and to build systems that work with partial data, using both client‑side pixels and server‑side techniques like offline conversion imports. The author emphasizes designing measurement around current realities — privacy restrictions, modeling, and inference — rather than trying to recover outdated tracking methods. Successful PPC measurement now requires strategic data design, redundancy, and human judgment.
Search Engine Land
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