Your tracking setup is the key to unlocking paid media growth

In my fifteen years of managing paid media channels, I’ve witnessed the landscape transform from a relatively simple keyword auction into a sophisticated ecosystem driven by automation and machine learning.

Today, we’re operating in an era where budgets face unprecedented scrutiny and every pound spent must demonstrate clear value. While the platforms look different and the campaign types have evolved, the core principles of success remain rooted in efficiency and the quality of the data we provide to the algorithms.

Enhancing signal quality

The era of over-segmenting accounts and micromanaging every keyword match type is largely over. In the modern environment, we must allow machine learning to do what it does best. However, the system is only as effective as the information it receives. You must provide high-quality signals to the bidding engine to see a genuine return on your investment.

To make this work, I focus on integrating offline data. This means feeding CRM information, such as specific lead milestones or subscription renewals, back into the platform. By defining what a "good" lead actually looks like and assigning monetary values to those actions, you teach the algorithm to optimise for revenue rather than just volume.

The infrastructure of success

You cannot achieve efficiency if your tracking is broken. The most significant changes our experts have managed recently involve the complexity of the tracking infrastructure, specifically around Consent Mode v2 and server-side tracking. When our team audit accounts, the most common issue is a lack of data depth.

Many businesses rely on a single tracking signal that only captures users who opt-in to cookies. To remain competitive, I recommend prioritising GA4 as a primary bidding signal. This allows us to model data even when users opt-out, ensuring the machine learning has enough information to make informed decisions. Without this technical foundation, advanced features like Broad Match simply will not perform.

Efficiency on a restricted budget

If your budget has been reduced significantly, your approach must change immediately to focus on high-intent acquisition. When the belt tightens, I recommend stripping the account back to the very bottom of the funnel. While I generally advocate for automation, a restricted budget sometimes requires a more manual approach. We look for wasted ad spend in specific locations or devices and drill down to ensure every penny is working, including strict geo-fencing (postcode-level inclusions/exclusions) can make a massive difference to the bottom line, particularly when managing complex mulit-region campaigns.

The 360 view

At Times One Hundred, we believe your marketing is only as strong as the data behind it. Paid media is an acquisition channel that works best when supported by a strong SEO foundation and robust email re-marketing. We have moved away from a last-click model towards advanced data-driven attribution.

By focusing on signal quality and human-centric messaging, you can engineer growth that outlasts the latest platform update. If you’re wondering whether your current ad spend is truly being maximised, our expert team can conduct a technical audit of your tracking setup to see if you are sending the right signals to drive your business forward. Get in touch to learn more.