6 min read
Your Data Is Being Estimated — And Nobody Told You
Your Data Is Being Estimated — And Nobody Told You
Two things happened this week that every DTC brand running paid media needs to understand. Both are quiet. Neither comes with an alert in your dashboard. And together they explain why your attribution numbers are getting less trustworthy at the exact moment your platforms are making them look more complete.
Topics: Wicked Reports • Aggregated Event Measurement • CAPI deduplication • Marketing attribution accuracy • Conversions API
5 min read
Facebook Custom Conversions : How They Work
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FACEBOOK CUSTOM CONVERSIONS : HOW THEY WORK, AND WHAT THEY STILL CANNOT TELL YOU
Facebook Custom Conversions let you define and optimize for a specific action that matters to your business, rather than relying only on Meta's standard events. They are genuinely useful, and they are still part of the setup in 2026. But the world around them has changed completely since most guides were written, and the honest truth is that even a perfectly configured Custom Conversion only ever measures what Meta itself can see. Here is how they work now, and where you still need to look beyond them.