Notes from the signal layer
Practical writing on conversion tracking: where signals get lost, how server-side events actually work, and how to make ad platforms optimize on complete data.
Event Match Quality: a practical guide to raising your EMQ
What Meta's EMQ score actually measures, which user_data fields move it, the exact normalization and SHA-256 hashing rules, and why higher scores tend to mean cheaper results.
Meta Conversions API setup guide (2026)
Everything needed to send your first server events to Meta: prerequisites, the anatomy of a CAPI payload, hashing and event_id deduplication rules, testing with test_event_code, the mistakes that quietly ruin match quality, plus an honest look at building it yourself vs. using a tool.
12 min read
Server-side tracking, explained without the buzzwords
What the Conversions API and Events API actually are, how event_id deduplication lets the pixel and server run side by side, and the myths that refuse to die.
10 min read
What is signal loss? Where your conversions go to disappear
ITP, iOS, ad blockers, cookie expiry, redirects and cross-device journeys all eat conversion data. Here is how each one works, how to measure your own loss, and what it does to CPA and ROAS.
9 min read
iOS & Safari link tracking protection: what changed and what to do
How ITP's cookie caps, link tracking protection and App Tracking Transparency strip click IDs and shorten identifier lifetimes, what that does to attribution and Event Match Quality, and the first-party playbook that keeps conversions measurable.
10 min read