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TikTok Ad Creatives Are Getting Sucker-Punched by Simpson’s Paradox

To a business owner, there’s nothing more frustrating than running a plethora of ad creative tests on TikTok or Facebook without getting any conclusive feedback about which ad is performing the best. Nothing, that is, except getting the wrong conclusive feedback. For instance, look at this very beautiful ad creative analysis from a reputable app.

Are Digital Advertisers Allergic to Statistics?

“Being right 90% of the time means 50% of your ads aren’t performant.”If that math sounds absurd to you, feel free to read the rest of this article and write me a scathing review in the comments.

The iOS14.5 Consequence Even Facebook Doesn't Want to Talk About: Aggregated Data Dumping

If you’re measuring performance of ads based on the conversion data Facebook is showing you, you’ve been optimizing using unreliable data & not making the best decisions to reach your goals. Not only are you missing out on attribution, but you’re also getting misattribution. We have a fix to help you make the right adjustments.

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