# 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](/content/blog/value-optimization-is-a-sharp-stick-getting-value-and-profit-right-on-meta-and-google/index.html)

## 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.](/content/blog/omnichannel-retail-movable-middle-targeting/index.html)

## 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.](/content/blog/metas-new-incremental-attribution-optimization-friend-or-foe/index.html)

## 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](/content/blog/101-what-is-uplift-modeling/index.html)

## Best Practices
### Why Omnichannel Retail is a Must
[Here's how to achieve a consistent and connected customer experience across platforms, channels, and locations.](/content/blog/why-omnichannel-retail-is-a-must/index.html)

## 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.](/content/blog/predictive-ltv-based-bidding-on-meta-and-google-ads/index.html)

## 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.](/content/blog/metas-value-optimization-is-changing-the-game-for-brand-and-performance-marketing/index.html)

## 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.](/content/blog/cut-through-attribution-confusion-how-to-optimize-paid-media-and-hit-your-goals/index.html)

## 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.](/content/blog/northbeam-and-metas-attribution-data-dont-match-here-are-the-key-differences/index.html)

## 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.](/content/blog/metas-value-optimization-evolution-how-brands-can-unlock-higher-roi-with-pltv-and-gross-margin-optimization/index.html)

## Prediction
### What is a Predictive CAPI?
[Here's how engines work to enhance CAPI performance and how it will impact your marketing initiatives.](/content/blog/what-is-a-predictive-capi/index.html)

## 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.](/content/blog/what-metas-2025-data-restrictions-mean-for-health-and-wellness-brands/index.html)

## 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.](/content/blog/performance-marketing-best-practices-for-2025-leveraging-advanced-data-driven-strategies/index.html)

## 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.](/content/blog/why-triplewhale-and-facebook-attribution-dont-match/index.html)

## 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.](/content/blog/why-meta-and-google-know-more-about-you-than-any-other-brand-or-data-broker/index.html)

## 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.](/content/blog/how-does-meta-use-your-capi-signals/index.html)

## 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.](/content/blog/different-methods-to-measure-incrementality/index.html)

## 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.](/content/blog/understanding-the-basics-of-customer-lifetime-value/index.html)

## 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.](/content/blog/efficiently-scale-your-paid-social-ad-spend-by-understanding-ad-algorithms-and-audience-segments/index.html)

## 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.](/content/blog/acquire-high-value-signups-for-your-free-trial-with-predictive-ai/index.html)

## 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.](/content/blog/meta-asc-acquisition-campaigns-are-retargeting-on-steroids-are-you-really-getting-new-customers/index.html)

## 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.](/content/blog/beginners-guide-to-predicting-ltv-and-optimizing-for-profitability/index.html)

## 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.](/content/blog/a-comprehensive-guide-to-meta-conversions-api-c-api-effective-ad-optimization-with-server-side-tracking/index.html)

## 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.](/content/blog/server-side-tracking-facebook-capi-why-do-you-need-it/index.html)

## 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.](/content/blog/meta-ad-campaign-a-b-testing-evaluating-conversions-api-c-api-options-for-better-ad-performance/index.html)

## 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?](/content/blog/measuring-ad-performance-in-a-cookieless-world-6-key-consumer-journeys/index.html)