Guides
Guides on creative attribution
How to measure the real CPL of a creative, why platform numbers disagree with reality, and what to do about it.
What is creative attribution? Creative attribution measures cost per lead at the level of the individual ad and landing page, not the campaign. That distinction changes decisions. → Real CPL vs platform CPL Meta reports conversions through its own model. Your tracking counts clicks and forms. Both are real, they never match, and one has to be canonical. → Tracking after iOS: what still works What ATT, ITP and third-party cookie blocking each broke, and why a server-side first-party cookie on your own domain is the option left. → A/B testing landing pages Fixed-sample A/B tests pay for the losing variant by design. Bandit allocation does not. When to use which, and the mistakes that invalidate both. → Thompson Sampling explained The Beta-Bernoulli model behind automatic A/B testing: how the allocation is drawn, how it updates, and what win probability actually means. → How to read the attribution matrix A cell with two leads is noise. A cell with 200 euros of spend and no leads is a decision. Thresholds, sample sizes, and the four actions it supports. → Measuring CPL by creative A working procedure: keep the click alive, get spend per ad_id, join the two, and set a spend threshold before you believe any cell. → Cost per qualified lead A cheap lead is not a good lead. How to join qualification data to attribution, and why the creative with the lowest CPL is often the one to cut. →