What if Performance Advertising is Just an Analytics Scam?

Do Facebook and Google’s targeted advertisements really yield results, or are they simply a case of misattribution? Rand Fishkin poses this question in light of various companies’ discoveries that reducing their ad spend didn’t affect sales. He posits that ad networks don’t impact spending behaviour as much as they claim to because they advertise to users that were planning on purchasing the product anyway; however, the fact that people engage with the ads before buying misattributed the sale to the ad. Read full article here


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