How to 30x ad spend by fixing the pipes | Barbara Galiza (dBT, Substack, Fix My Tracking)

Barbara Galiza is the founder of Fixmytracking.com where she helps companies fix their tracking and measurement. In this conversation, we discuss the evolution of marketing measurement and tracking from 2015 to 2025, emphasizing the importance of adapting to new ad platform capabilities and strategies. TakeawaysConversion tracking is crucial for optimizing performanceChoosing the right conversion event is crucial for success.Taxonomy in structure has a bigger unlock than you thinkPassing PII when legally done is a must doLess is more when it comes to conversion events.In this episode, we cover:Chapters00:00 The Evolution of Ad Campaigns: 2015 vs 202505:57 Understanding Audience Targeting and Segmentation10:20 The Importance of Conversion Tracking15:17 Attribution Challenges in Modern Advertising19:56 Best Practices for Conversion Events24:40 Navigating Legalities in Data Passing27:45 Conversion Events in Marketing Campaigns30:35 Understanding Ad Groups and Creative Strategies31:58 The Importance of Incrementality in Measurement34:49 Case Study: Taxonomy and Campaign Structure38:47 Attribution Challenges and Solutions42:26 Building a Strong Foundation for Scaling46:28 Launching 'Fix My Tracking' Service49:48 Future Trends in Marketing and AIListen to the ExperiMENTAL Marketing podcast on Apple, Spotify, and wherever you get your podcastsNew episodes every Thursday at 6 AM GMT+2.Also, check out the experiMENTAL newsletter: https://experimental.beehiiv.com/subs...And if you need help on your broken tracking, checkout Fixmytracking.com.