Romans Ivanovs knows ads, his company RIU Media specializes in helping ecommerce companies create ad campaigns that perform backed by a data first approach.

Why we love it

We work with Romans closely so we may be a bit biased, but the framework he lays out in this post is spot on. Data is the leading cause of understanding what's working and what's not.

It also creates confident decision making.

There's been a shift in the industry to have better insights, however most agencies are just using different tools and tracking the same insights. With iOS 14.5 the only changes people made were tightening up their integration with Google Analytics and doubling down on UTMs.

"Why subscriptions? Because they will show delayed revenue in a few weeks. So we won’t kill ads simply because they don’t drive sales after 3-5 days. We’ll kill them only if they don’t drive our subscription KPIs. Thus, we have a much more accurate view of campaign performance based on BOTH qualitative and quantitative data."

What we'd love to know more about

What kinds of data patterns should people be looking for?

Are all subscriptions created equal?