Patrick Reinhart

I've been asked the same questions frequently lately regarding labelizer tools, segmentation scripts, and the Shopping Booster. Specifically about how to handle data post-sales period, when the data no longer reflects typical performance. 🛒📊 During sales periods, conversion rates, order values, and purchase intent are generally higher, while profit margins may be lower. 📈 This inflates product performance data, and when advanced campaign setups rely on past data to move products between performance buckets, it can become problematic. Historical data that doesn’t reflect future performance can lead to overspending on products that performed well on sale but may underperform afterward. Google offers a fantastic tool called Exclusion Period 🛠️, which helps adjust its algorithm post sale periods. However, this feature only impacts the algorithm itself, leaving reporting in Google Ads unchanged. Since tools like labelizer scripts and ProfitMetrics Shopping Booster base their product movement rules on historical reporting data from the API, that data still reflects inflated metrics. So, the question is: Should we disable these tools and scripts after sales end, then reactivate them with a shorter lookback window for performance data? The challenge is that many products won’t have enough data with a shorter lookback window. One workaround is to download custom labels for products before the sales period begins. Afterward, you could pause the tools/scripts, then re-upload those labels to restore pre-sales data. But let’s be honest, this can be time-consuming. ✨ That’s why we’ve introduced the Exclusion Period feature directly into Shopping Booster! ✨ This feature allows you to exclude specific sales periods directly in the settings: - With a 90-day lookback window, segmentation rules will consider 90 days of data while excluding your sales periods, such as Black Week (November 24–30). This ensures data reflects typical product performance. - You can also schedule exclusions! For example, you can set the exclusion period to activate on December 1, allowing you to continue segmentation during Black Week and seamlessly normalize your data afterward. 📅✅ Used alongside Google’s native Exclusion Period, this feature gives you better control over both algorithms and reporting while correcting for periods of inflated metrics. 💡 I'd love to hear your thoughts, how do you currently handle this challenge in your setup with labeling tools? 🤝

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Big Internet companies are making suboptimal decisions to push market valuation. We see more and more ads in search results, in news feeds, everywhere, and not enough care for the people who are actually creating content. Ahrefs intends to stay independent and focus on helping people to make useful content and to make it more accessible, with the ultimate goal of building a search engine that shares profit with content creators. https://ahrefs.com/ Ahrefs #SEO #BusinessStrategy #Marketing

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Is your intent data strategy truly giving you a competitive edge? Our new eBook, "The Deprecation of Third-Party Intent," explores the limitations of common data sources and the necessity of diversifying your approach. Discover how to move beyond false positives and bidstream issues to gain actionable insights. #B2BMarketing #IntentData #CompetitiveAdvantage

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📣 New Product Launch: AI + Value + Ads + Advertiser Measurement = 🚀 Today, we're making it easier for advertisers to tell us what they want, how they want it, and how they'll measure it. These updates give business new ways to customize their campaigns by more precisely communicating what they value, and we're making improvements to our ads system to deliver more of that value. To save you time, here's a recap of these exciting changes: 💡 Expanding our testing of a new feature called Conversion Value Rules that let advertisers express what they value 📈 A new opt-in attribution setting that optimizes for and reports on incremental conversions 🤝 Ability for businesses to connect their analytics tools directly to our ads system through a simple API setup We're seeing increased conversions and performance through these features that drive better alignment between what an advertiser cares about and what we can deliver for them. Learn more here -> https://lnkd.in/gvTJgwJF and check out Fred Leach's post. #newproduct #marketing #martech #advertising #adtech #dtc

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In this video, learn how to effectively leverage Spark Toro to assess if a site's audience matches your target demographic. Discover how inputting a site and examining the audience's interests and behaviors can unveil potential commonalities for precise targeting. #SparkToro #AudienceAnalysis

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Some good points are made by PubMatic’s Andrew Baron in AdExchanger’s latest Data-Driven Thinking column. Ironically, cookies were never that big of a problem in the first place—your humble, anonymous cookie is far less personal than a hashed email (which, as the FTC recently reminded us, is in fact still PII). But to the writer’s point, years of worrying about their impending deprecation have led to some very positive changes. First- and carefully curated and enhanced second- and third-party data will always yield better results, assuming you can protect the privacy of the consumers who produced it. And yes, whatever more personally identifiable data you’re working with—whether it’s sell-side targeting, modeled audiences, or contextual signals—alternative IDs have shown great promise in creating a layer of privacy protection. However, the real challenge arises when these identifiers traverse the bidstream and are shared with third parties. No matter how secure your encryption, once data leaves your control, it’s vulnerable to exploitation or reverse engineering. Anything can happen. The signals aren’t the problem—it’s the way we’re sharing them. We built Symitri to solve these inherent privacy challenges in adtech infrastructure. By ensuring that personally identifiable data never leaves the control of its owner, Symitri offers truly deterministic targeting without sacrificing privacy. With Symitri, you can achieve precision, performance, and privacy—no compromises necessary. #Symitri #Privacy #DataProtection #Trust #TRUSTX https://lnkd.in/eS9Aem8B

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‼️ICYMI ‼️Rachel O'Hara, Laura DeCristofaro, Sammy Natour, and Matthew Tilley sat down with AdExchanger to talk about the evolution of contextual targeting last week. 🚨SPOILER ALERT 🚨— traditional taxonomies are out, custom AI-enabled categories are in. Watch the full webinar here — https://lnkd.in/earNZGhZ

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Per IAB Social Video (70%) & CTV (69%) are essential buys for US marketers now. Collaborate with creators for TikTok, IG, & YouTube content, and invest in CTV ads to reach consumers on both fronts https://bit.ly/3zgz8X2 #DigitalMarketing #CTV #SocialVideo

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Learn about the effects of Google's latest reputation update on publishers and find out how to adjust your monetization strategies to remain competitive. Explore Partnerize's valuable perspective on this topic here: https://okt.to/o2m9Ic

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The biggest mistake you can make in D2C is not to have an AOV roadmap. A consistent theme I see in brands that are shrinking or flat are AOVs that not growing. The reason is really simple: Ad costs are going up. They'll never come down for Meta and Google. Its a tax that keeps growing for any D2C brand. The easiest way to mitigate this is by moving upmarket consistently every year.

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The definition of curation differs (Source: Digiday) Curation bundles audience and supply chain data to create better ad packages, going beyond targeting by analyzing the bidstream. Some great quotes below: -Chris Kane, Jounce Media “In their worst form, curators add another supply chain fee for simply loading a site list into an SSP. But in their best form, curators make run-time evaluations of audience, content, and supply chain signals in novel ways that DSPs do not currently support.” -Drew Stein, Audigent “We co-locate in the same data centers as our SSP partners so that we can enrich the bid in lightning-fast time before it goes to the DSP—that’s real curation.” -Milly Putley, Alkimi “While curation itself isn’t new, its resurgence is driven by advertisers and agencies now putting significant investment behind it, making it a high-stakes trend.” 📖source Digiday https://lnkd.in/gunC2wKD 🌎 To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for The Refresh newsletter: https://lnkd.in/g-gjn7GU

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Stark (and obvious) correlation between refund % and % of COD orders for meta campaigns. What are some use cases for this data? I'm thinking of an early alert for rise in COD orders so you can make changes in campaigns and reduce returns by 2-3%.

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Its always best to get your ducks in a row before making important announcements, Tom Petty suggested the waiting is hardest part...but here goes: AppsFlyer is now supporting and validating Meta Facebook AEM and combining with AppsFlyer's Single Source of Truth(SSOT) for iOS attribution. Short blog and DM me to learn more... https://lnkd.in/g9mbAHt4

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Don’t miss out on the digital revolution and the imperative for data-driven advertisers to embrace transformation. From investing in first-party data infrastructure to retooling technology —seize the moment and propel your business into the future. Read on for more: https://bit.ly/3UCj6i5 #DataDriven #DigitalTransformation #AdvertisingRevolution

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9/10 eComm brands I talk to struggle with attribution & don’t know if their ad spend drives an incremental impact on their store. This is something we’ve been battling with for the better part of 2024. It’s especially important for our brands that spend over $5000/day. Looking at the Facebook or Google ads manager has proven to be pretty unreliable... So one way to solve this issue is using post-purchase surveys which we try to set up for every client we work with. Asking people how they first heard about you will give you probably the most accurate representation of which channel is working best for you and which channel is wasting your ad spend. We track responses daily and use internal spreadsheets to track the total New Customer CPA which you can monitor while scaling the ad spend on 1 channel and maintaining your ad spend on every other channel. 3 questions I advise every eComm brand to include in their PPS are: ✅ How did you first hear about us? ✅ How long have you known about us before deciding to purchase our product? ✅ What are you most looking forward to from your purchase today? You have to do everything in your capabilities to understand the customer journey otherwise you might be easily lighting your money on fire.

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