Wesley Hartley is Chief Commercial Officer at Leaf. Leaf is a technology and data science company delivering performance intelligence solutions for next-gen eCommerce brands. And they've recently launched a new conversion tracking & monitoring solution called Leaf Signal.

Dive in:

[05:00] "From Downloads to Engagement Focus"

[08:54] Effective Facebook Ad Data Strategies

[10:00] "eCommerce Tracking: A Critical Gap"

[14:09] "First-Party Cookie Solutions Explained"

[19:08] Core eCommerce Tracking Essentials

[21:53] "Optimizing GA4 and Google Ads"

[27:09] Insider Tips from Wesley!

[34:22] To get your free website tracking & conversion audit, visit leafsignal.com

Tracking Is the First Profit Lever, Not an Afterthought

Many eCommerce brands focus on ad creative and budgets but ignore tracking. Wesley explains that tracking is the foundation of profitable paid media. If your data is broken or incomplete, ad platforms cannot optimize properly. This means wasted spend and poor targeting. Fixing tracking should be your priority before scaling campaigns.

Capture the Right Events to Power Smarter Ads

Wesley highlights five must-have events: page view, product view, add-to-cart, checkout, and purchase. These give ad platforms the signals they need to target the right buyers. Missing mid-funnel events leads to weaker smart bidding and retargeting. Even small tracking gaps can cost you revenue. Capturing full event data — including product and customer details — gives you a big edge.

Tracking Isn’t “Set and Forget” — Monitor It Continuously

Even if your tracking is correct today, it can break tomorrow. Cookie banner changes, site updates, or platform shifts can silently stop data from flowing. That means ad performance suffers, often without you noticing. Wesley recommends using monitoring tools or specialists to keep tracking healthy. Treat tracking as an ongoing process, not a one-time task.

Takeaways:

• Data-driven marketing is everything, but your tracking must be right! If your data isn’t accurate, your ad spend loses impact. Make tracking & analytics a priority—profitability depends on it.
• Think your eCom tracking’s bulletproof? Most brands have gaps—sometimes they’re losing big, and don’t know it! Regular audits and expert input can uncover serious wins.
• Relying on basic tracking apps alone isn’t enough, especially as privacy rules evolve. Control your data, hire real specialists, and keep up with compliance for sustainable growth.
• Don’t just focus on ad creatives—without quality tracking, the platforms can’t optimize for real results. Data is what trains algorithms to drive profit and retention.
• Tracking isn’t “set and forget.” With privacy changes and new tech, constant monitoring is key. Today’s good data flow could break tomorrow—stay alert and build resilience for peak seasons.

Episode sponsored by Leaf Signal. To get your free website tracking & conversion audit, visit leafsignal.com.

Find the notes here: https://keepopt.com/277

Karolina Lapinaite is Head of Media at global marketing agency Precis. Working with big global brands from many sectors, she’s all about putting together the on and offline media campaigns that drive BIG results.

Dive in:

[06:30] Targeted Advertising Strategy Insights

[08:22] "Ad Strategy: Broad vs. Targeted"

[11:00] Campaign Strategies: Social vs. Traditional

[15:28] Strategic Media Planning for Brands

[18:54] Out-of-Home Advertising Strategy

[20:26] Flexible Creative Timing

[25:02] Evolving Ad Strategies and Analytics

[27:43] Attention Economy and Brand Focus

[29:45] Insider Tips from Karolina!

Strategy Comes First — Always

Karolina stressed that media buying should start with a clear strategy, not a channel decision. Don’t just say, “Let’s run some TV ads.” First, know your audience and define your goals. Then figure out what data you have and how to use it. Only after that do you choose the best media to reach your audience. This keeps your campaigns focused and cost-effective.

TV and Billboards Aren’t Just for Big Brands

Gone are the days when out-of-home and TV were only for companies with huge budgets. Thanks to digital platforms, it’s easy and affordable to book specific locations, times, and screens. Smaller brands can run highly targeted campaigns in just one city or even around a single store. This approach saves money while still building brand awareness. You can test on a small scale before committing to a big spend.

Test, Measure, and Learn

Measurement isn’t perfect, but it’s better than ever. Use surveys and brand lift studies to see if awareness is growing. Combine that with data models to track trends and spot what’s working. Karolina also encouraged geo-testing — run ads in one location and compare it to a control area. This approach helps you make smarter decisions and improve campaigns over time.

Takeaways:

• The digital shift in “traditional” media means even small brands can try TV spots or billboards. It’s not just big budgets anymore—strategy and creativity matter more than ever.
• Want real impact? Start with your strategy: who’s your audience, what data do you have, and then find the right channels. Don’t just follow the crowd—test, learn, and refine.
• Out of home isn’t just broad reach—digital buying lets you target locations, times, and even tailor creative. Local focus is easier and more affordable than you think.
• Measurement in media is evolving; don’t expect perfect data, but look for patterns and trends. Think uplift, attention, and the bigger picture—not just clicks.
• Testing isn’t just A/B colors. Try geo-tests, new platforms, creative angles—sometimes the untapped channels are where your competition isn’t looking.

Find the notes here: https://keepopt.com/276

Anna Ratala is the Marketing Director at podcast advertising platform RedCircle. She’s been DEEP in the world of podcast advertising since 2020 helping all sorts of business growth their revenue from podcast advertising.

Dive in:

[04:58] Podcast Advertising Platform Launch & Closure

[08:17] Podcast Engagement vs. Social Media

[10:36] Identifying Suitable Show Categories

[15:06] Authentic Ads Boost Engagement

[18:21] Tracking Website Visits from Podcasts

[20:10] Podcast Ad Campaign Timeline

[23:00] Podcast Rotation Strategy

[26:05] Insider Tips from Anna!

Podcast Advertising Captures True Attention and Engaged Audiences

Unlike social media ads, where consumers quickly scroll and attention is fragmented, podcast listeners are highly engaged. Anna explains that most listeners are loyal fans who choose to spend significant time with each episode. When hosts discuss a brand, listeners are “really there, listening and engaged,” making it easier for brands to cut through the noise and connect meaningfully. This level of attention leads to better ROI and makes podcast advertising a powerful direct response channel for eCommerce and DTC brands.

Strategic Show Selection & Host-Read Ads Are Essential

Anna underscores that successful podcast advertising isn’t just about picking obvious show categories. Thinking beyond the obvious—like advertising wellness products on true crime podcasts with large female audiences—can uncover even better results. She also emphasizes that host-read ads dramatically outperform generic, programmatic ads. Instead of enforcing scripts, advertisers should provide talking points, letting hosts deliver endorsements in their own voice for maximum authenticity and impact.

Modern Tools Make Podcast Ad Performance Trackable and Optimizable

A major barrier to podcast advertising used to be poor measurement and laborious manual processes. That’s no longer the case. Today, brands can use attribution pixels to track listeners who visit their website after hearing an ad, providing real data to evaluate campaign performance. Anna suggests treating podcast ads as an ongoing, test-and-optimize channel, similar to paid social. Start with a rotation of shows, double down on top-performers, replace poor performers, and steadily refine your campaign. With budgets starting at around $20–25k for meaningful results, podcast advertising is now a robust, measurable channel for growth, not just awareness.

Takeaways:

• Podcast advertising stands out because listeners are engaged and loyal to their favorite shows. Instead of chasing attention, brands on podcasts capture it. ROI is higher, and performance is easier to track than ever before.
• The best podcast ad? Let the host speak in their own voice. Authentic recommendations connect with audiences and drive real action.
• Podcast listeners aren’t just background noise—they’re invested. Whether it’s a true crime series or a wellness chat, the connection is personal. Even unexpected show genres can become powerful brand partners.
• Thinking about reallocating ad budgets? Anna suggests you can launch a podcast campaign in just a couple weeks—and track site visits as your first sign of real engagement.
• Testing podcast ads this peak season could give you an edge. Start with shows your customer loves. Rotate, refine, and keep optimizing—commit to ongoing campaigns for maximum growth.

Find the notes here: https://keepopt.com/275