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How TikTok is transforming brand advertising

Martech

Advertisers using these features alongside in-feed ads see a 20% increase in conversions at a similar, if not lower, CPA. The recent launch of TikTok’s search ads and Smart+ expands business opportunities by providing greater control over ad placements, improved targeting and easier campaign management.

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7 vanity metrics marketers should avoid, and 7 to replace them

Martech

You can identify which channels deliver high-quality, converting visitors by segmenting conversion by traffic source (organic search, paid ads, social media, referral). 2: Social media followers/likes Why it’s weak: A large follower count doesn’t necessarily translate to brand advocacy, engagement or sales. .

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How marketing leaders can transform marketing from a support function to a growth driver

Martech

Fran Cassidy, founder of Cassidy Media, discussed the findings of a recent study conducted by the Institute of Practitioners in Advertising (IPA). However, doing so requires a fundamental shift in mindset — from viewing marketing as a cost management function (CPL, CPA, etc.) and the U.S.

Marketing 134
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3 reasons your paid social ads aren’t converting (and how to fix them)

Martech

Paid social media ads dont fail because of the algorithm. Dig deeper: How to balance ROAS, brand safety and suitability in social media advertising Issue 2: Youre targeting the wrong people Your ad is live, but the results dont make sense. Your ROAS or CPA is within goal. Your frequency is under 3.

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How to Use AI for Paid Ads to Boost Marketing ROI

Single Grain

According to recent industry data, 30% of agencies, brands, and publishers have fully integrated AI across the media campaign lifecycle ( IAB State of Data Report 2025 ). The results were remarkable: a 65.16% increase in cart additions, a 73.72% boost in conversion rates, and a 16.15% higher average spend per transaction ( TEN26 Media ).

ROI 52
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10 Demand Generation Metrics & KPIs to Measure Performance

MNTN

Formula: CPL = Total Marketing Cost / Number of Leads For example, if a company invests $10,000 in a paid media campaign and generates 500 leads, the CPL would be $20 per lead, offering insight into how well the budget is converting into potential customers. How Is CPA Measured?

CPL 71
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Where to deploy AI for maximum martech impact

Martech

For example, brands using predictive analytics and targeting the right audiences on platforms like Meta often see 15% to 40% improvements in CPA, ROAS and CAC. Another enterprise media company estimated a $5 million return on a $500,000 Google Cloud project. Achieving a 10:1 ROI or better is now common, even with just one use case.

MarTech 128