You’re running creative tests. Launching new audiences. Tracking attribution across platforms. But there’s a quiet saboteur in your data: The Birthday Paradox.

OK, the title is a little ridiculous. We actually debated changing the timeframe just so that it didn’t sound way too sensational, but we decided not to because it wouldn’t be honest. So hold your skepticism, or don’t, but at least read the article until the end.

Post-Purchase Surveys are inexpensive and can offer deeper insight into the actual source consumers are valuing as the driver of their purchase decision.