Aetra
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Luke Bussey

Founder & CEO

Engineer turned marketer with 10+ years in ad tech and marketing technology. Obsessed with closing the gap between ad spend and accurate attribution.

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Posts by Luke Bussey

Introducing the Event Stream

A real-time view that confirms Segment events arrive at Aetra in the format you expect, including what enrichment added to each conversion.

Unlocking the Meta Ads Flywheel: How Advanced Matching and High EMQ Can Slash Your CPA by 20% or More

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.

More Conversions, Lower CPAs: How Ad Algorithms Really Work

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 ITP Is Quietly Killing Your Ad Attribution. Here’s How to Fix It

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.

Enhanced Conversions and Advanced Matching: How First-Party Data Recovers Lost Ad Conversions

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.

Why Server-Side Tracking Gives You Better Ad Data (and Lower CPAs)

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.

Introducing Aetra: Built for Segment to Supercharge 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.