Instead of deactivating high-performing evergreen ads during a sale, simply update the URL's destination on your website's backend (e.g., in Shopify). This sends traffic to your sale page without editing the ad in Facebook, which would reset its learning algorithm and kill its momentum.

Go beyond simple affiliate tracking by using vanity URLs (e.g., brand.com/creator) to tag incoming users. This allows you to analyze the long-term value and performance of different creator cohorts months or even years later, informing future partnership decisions.

Cookie deprecation blinds ad platforms like Google and Meta to on-site conversion quality. Marketers can gain a significant performance edge by creating a feedback loop, pushing their attributed first-party data (like lifetime value and margins) back into the platforms' AI systems in near real-time.

Many brands use subdomains for landing pages, which often breaks data tracking back to platforms like Meta unless meticulously configured. This can result in duplicated purchase events and misreported data, causing ad platforms to optimize against an artificially high CPA and hurting performance.

New measurement tools are moving beyond probabilistic models (guessing based on IP/device) to deterministic view-through attribution. By using first-party data like platform logins, marketers can now directly match an ad impression to a purchase, solving a major measurement challenge.

For campaigns where the Meta Pixel is unusable (e.g., driving traffic to Amazon stores or podcast pages), new "Landing Page View Optimization" provides a more reliable success signal than a simple click. It confirms the page actually loaded, resulting in a reported 31% cost reduction by targeting more qualified users.

A hidden growth channel involves working with media buyer affiliates—elite performance marketers who operate independently. They build custom, high-converting funnels for brands and drive traffic on a pure Cost-Per-Acquisition (CPA) basis, arbitraging the cost difference for profit.

Direct attribution models are flawed because platforms like Google and Facebook use tracking pixels to claim credit for sales that would have occurred anyway. Smart marketers are returning to older methods of measuring lift from campaigns rather than relying on misleading platform data.

Using third-party tools on a subdomain (e.g., Unbounce) breaks user tracking when visitors move to your main Shopify site. This feeds messy, duplicated conversion data to platforms like Facebook, corrupting their optimization algorithms and potentially causing CAC to skyrocket. Build pages natively on your root domain.