Insights, updates, and stories from the Aetra team.
Discover how Meta Ads Event Match Quality (EMQ) and Advanced Matching create a flywheel effect that can reduce your CPA by 20%+ across Meta campaigns.
Google and Meta’s ad algorithms get measurably more efficient as they receive more events. Here’s why and what it means for your CPAs and ROAS.
Safari’s Intelligent Tracking Prevention deletes cookies, strips Click IDs, and blocks storage, making it impossible for ad platforms to attribute conversions from over half of US mobile traffic. Read on for the fix.
Click IDs aren’t always reliable, especially on Safari and iOS. Enhanced Conversions (Google) and Advanced Matching (Meta) use hashed first-party data to fill the gap, recovering 5–33% more conversions.
Client-side pixels miss conversions, expose sensitive data, and get blocked by browsers. Server-side tracking fixes all three. Here’s how it works and why it matters for your ad performance.
Aetra, built for Segment, collects Click IDs & first-party data to enrich conversions, boosting match rates, increasing ROAS, and slashing CPA for smarter ad performance.