Published: March 17, 2026 at 11:00 am
Not so long ago, running ads online was a much more manual process. Marketers chose placements, audiences, creatives, budgets – and success ultimately depended on human judgement.
Today, it’s the opposite. Platforms like Google and Meta are powered by algorithms that learn and optimise in real time, making decisions, allocating spend, picking audiences, and fine-tuning campaigns automatically.
But those algorithms are only as intelligent as the data they’re fed. The information coming back from your website and apps – every product view, add-to-cart, checkout and purchase – is the fuel. And if that fuel is contaminated, the whole machine starts to misfire.
eCommerce brands obsess over creative, product, UX and ad campaigns – but there’s a hidden threat quietly draining revenue from beneath their feet: broken conversion tracking.