Insights on AI-driven growth

Trends, playbooks, and deep dives on predictive signal, measurement, and performance marketing — from the Angler team.

Value Optimization Is a Sharp Stick: Getting Value and Profit Right on Meta and Google (Part 1)

Why gross revenue and gross margin can quietly mislead the auction

Best Practices

How Omnichannel Retail Marketers Can Win with Movable Middle Targeting

Angler AI empowers omnichannel retailers to win in today’s complex ad landscape by activating the Movable Middle — the most persuadable audience segment. With Predictive C-API, brands reduce wasted spend, improve campaign ROI, and drive profitable growth across digital and in-store channels.

Attribution

Meta's New Incremental Attribution Optimization – Friend or Foe?

Understand how Meta's new bidding system calculates the delta between a user's conversion probability with ad exposure vs. without ad exposure.

Prediction

101: What is Uplift Modeling?

Here's how to measure uplift modeling and leverage it for performance marketing ROI, and how it's different than traditional response modeling

Best Practices

Why Omnichannel Retail is a Must

Here's how to achieve a consistent and connected customer experience across platforms, channels, and locations.

Prediction

Cracking Predictive LTV-Based Bidding on Meta and Google Ads

Make sure your campaigns are setup for success with high-quality and timely signals to optimize Meta and Google ads for pLTV bids.

Industry News

Meta’s Value Optimization Is Changing the Game for Brand and Performance Marketing

With Meta's (beta) value optimization solutions you can now run value optimization for non-purchase events for TOF and MOF events.

Attribution

Cut Through Attribution Confusion: How to Optimize Paid Media and Hit Your Goals

Performance marketing is complex, but by leveraging Predictive CAPI and focusing on blended new CAC, brands can drive more efficient acquisition and long-term growth.

Attribution

Northbeam and Meta's Attribution Data Don’t Match: Here are the Key Differences

Learn how to optimize for success when there's a discrepancy between Northbeam's MTA and Meta's 7-day click attribution.

Industry News

Meta’s Value Optimization Evolution: How Brands Can Unlock Higher ROI with pLTV and Gross Margin Optimization

Advertisers can now define and optimize value based on metrics like gross margin or predicted lifetime value instead of order revenue.

Prediction

What is a Predictive CAPI?

Here's how engines work to enhance CAPI performance and how it will impact your marketing initiatives.

Industry News

What Meta’s 2025 Data Restrictions Mean for Health and Wellness Brands

January 2025 updates that will impact many health and wellness brands – here's what we know and how your brand can prepare.

Best Practices

7 Performance Marketing Best Practices for 2025

Creating a smart data loop powered by predictive AI is no longer just an option—it's a necessity. Here are our top tips for this year.

Attribution

Why TripleWhale and Meta Attribution Don’t Match: Understanding the Key Differences

Here's how to optimize for success when there's a discrepancy between TripleWhale’s MTA and Meta's 7-day click attribution.

Measurement

Here's Why Meta and Google Know More About You Than Any Other Data Broker

Fueled by billions of data signals from advertisers, Meta and Google have created the most powerful and accurate identity graphs in the world, leaving no competitors – here's how.

Tracking

How Does Meta Use Your CAPI Signals?

Learn how Meta utilizes CAPI events to enhance ad auction training and improve in-platform attribution reporting.

Incrementality Measurement

Three Methods to Measure and Improve Incrementality and Ad Efficiency

Incrementality is a crucial metric, but there are many ways to do it. Explore methods for measuring incrementality plus the pros and cons.

Customer Analytics

Understanding the Basics of Customer Lifetime Value

Customer lifetime value is a key marketing metric – here's what you need to know to start growing and retaining your customers.

Audience Segmentation

Scale Your Paid Social Ad Spend by Understanding Algorithms and Audience Segments

Understand how machine learning algorithms work to identify your audience and target them – making the most of your ad dollars.

Campaign Optimization

Acquire High-Value Signups for Your Free Trial with Predictive AI

Implement strategies like optimized enrichment and predictive AI to acquire high-quality signups that become subscriptions.

Campaign Optimization

Meta ASC+ Acquisition Campaigns are Retargeting on “Steroids” – Are You Really Getting New Customers?

Identify Meta's ASC+ problems, the affect on your ad strategy, and solutions to resolve these issues to be more efficient with your budget.

Prediction

Beginner's Guide to Predicting LTV and Optimizing for Profitability

Here's what to know as a performance marketer when it comes to leveraging customer lifetime value to boost revenue and ROI.

Tracking

Comprehensive Guide to Meta's CAPI: Effective Ad Optimization with Server-Side Tracking

Explore different solutions for server-side tracking to help you choose one that is ideal for your business and marketing goals.

Tracking

Why Do You Need Server-Side Tracking?

Learn the building blocks of server-side tracking and it's advantages over pixel-only (client-side) tracking.

Test and Learn

Meta Ad Campaign A/B Testing: Evaluating Conversions API Options for Better Performance

Leverage this data-driven approach to choose the version of your A/B test that will boost your performance marketing strategy.

Measurement

Measuring Ad Performance in a Cookieless World: 6 Key Consumer Journeys

There are different ways users find, search for, and buy your products or services – so what type of data can you collect today?