Blog
Decisa Blog
Attribution, ad measurement and campaign control — practical guides by the team building Decisa.
Why Your Ad Tracking Broke (and What Actually Replaced It)
iOS ATT and Safari ITP quietly rewired ad measurement. What actually broke, what the platforms stopped seeing, and why first-party tracking is the durable fix.
What Is a Good ROAS? There Is No Universal Number — Here Is the Math
There is no universal good ROAS. Your break-even is 1 divided by your margin — learn the formula, work the math, and set a target from your own numbers.
UTM Tracking Done Right: Parameters, Naming, and the Mistakes That Kill Attribution
The 5 UTM parameters, a naming taxonomy that survives growth, and the silent mistakes — casing, missing sources, internal links — that destroy attribution.
UTM Templates for Google Ads, Meta and TikTok (Copy, Paste, Done)
Copy-paste UTM templates for Google Ads, Meta and TikTok using each platform's dynamic parameters — plus the naming conventions that keep reports clean.
Server-Side Tracking: Why Checkout Webhooks Catch the Sales Your Pixel Misses
Ad blockers, iOS, and post-payment upsells make browser pixels miss real orders. Checkout webhooks record every sale — and refund — server-side.
Real ROAS vs. Platform ROAS: Why the Numbers Never Match
Google says 4.2x, Meta says 3.8x, your bank account disagrees with both. Here is why platform ROAS is inflated, how much, and how to measure the return your ads actually produce.
Meta Conversions API for E-commerce: Pixel + Server Done Right
The browser pixel misses sales it can't see. What Meta CAPI is, why pixel + server with event_id dedup wins, and how to raise Event Match Quality.
Last-Click vs. Multi-Touch Attribution: Which Model Is Telling You the Truth?
Last-click is simple but blind; multi-touch spreads credit but hides assumptions. When each model tells the truth — and why yours must be inspectable.
How to Audit a Google Ads Account: A Checklist That Ends in Action
A practical Google Ads audit checklist: verify conversion counting first, cut search term waste, fix budget splits, and end in reviewable changes, not a PDF.
Google Enhanced Conversions: What It Sends, What It Recovers, and How to Set It Up
Cookie restrictions quietly erase conversions your ads earned. How Enhanced Conversions recovers them with hashed first-party data — and both setup paths.
The First-Party Data Playbook for Advertisers
Your domain, your pixel, your checkout, your consent: what first-party data really means, why it compounds, and the build order that needs no engineers.
Decisa vs. UTMIFY vs. Triple Whale: Dashboards Tell You, Who Lets You Act?
UTMIFY and Triple Whale show you which ads work. Decisa shows the same truth — then lets you act on it with approvals, audit logs and CAPI pushback.
Attribution Windows Explained: What 7-Day Click / 1-Day View Really Means
What 7-day-click / 1-day-view actually means, how window choices inflate your reported conversions and ROAS, and how to compare platforms fairly.