The Pivolio blog

Field notes on measurement, attribution, and clean data

A pane of glass shattered into a web of cracks
Attribution· 8 min read

iOS 26 Is Quietly Breaking Your Click-ID Attribution

Safari 26 changed what survives the trip from ad click to landing page — but not in the way most posts claim. Here is what Apple actually strips, and how to capture click IDs before it happens.

PPivolio Team · Jul 20, 2026
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Privacy· 7 min

Google Consent Mode v2 After the Signals Sunset

On 15 June 2026, ad_storage became the sole control over advertising data for linked Google Ads accounts. Google Signals did not disappear — here is what actually changed and what to audit now.

A dark tower facade of identical repeating balconies
Fraud· 8 min

Bot Traffic Is Poisoning Your CAPI Data, Not Just Spend

Moving to server-side tracking does not filter bots. It can make fake conversions look more credible to the optimizer — because the platform trusts events that came from your infrastructure.

A white concrete facade of uniform repeating rectangular recesses
Engineering· 8 min

How to Hash PII for Meta, Google and TikTok Match Rates

One wrong normalization step produces a hash that never matches, and no error is raised. A precise reference for normalizing and hashing customer identifiers before they reach the ad platforms.

Broad white concrete steps rising in even increments
Attribution· 8 min

Incrementality Testing vs MTA vs MMM for Ecommerce

Three measurement methods, three different questions, and one dependency all of them share. A practical guide to choosing between them — and to the event-data problem that silently biases all three.

Angular white building facades meeting against a pale sky
Privacy· 8 min

Is Server-Side Tracking Actually GDPR Compliant?

Hashing is not anonymization, and moving tracking to your server does not remove the need for a legal basis. What is settled, what is genuinely contested, and how to build the pipeline accordingly.

A minimal concrete staircase against a bare wall
Engineering· 7 min

Server-Side GTM vs Direct Conversions API: What to Build

Three architectures for server-side tracking, what each actually costs to run, and an honest account of when a GTM server container is the right answer and when it is overhead you will regret.