Articles & Customer Stories
The EdgeAngel team regularly shares its analyses on data, AI and marketing: decoding high-value new features, reading the current issues and helping advertisers build their roadmap.
Olivier Chubilleau Anonymised customer story: on a single store, a Time-Based Regression model establishes what Google and Meta campaigns really brought through the till. +18% incremental sales, method, validation and limits.
Olivier Chubilleau Two years of AI systems deployed for our data and marketing clients: what we've learned, what we recommend, and where to start without wasting your investment.
Léo Llinares Allocab business case: how we realigned Google Ads bidding (non-brand Search & PMax) from conversion volume to the real margin of each ride. Method, 8-week AB test, results and success conditions.
We regularly publish on LinkedIn what we learn in the field. The algorithm does not always push our content forward: follow our page and turn on the bell with "All notifications".
Olivier Chubilleau Google Analytics has rolled out cross-channel budgeting in beta, with a Projection plan and a Scenario Planner. How it works and our recommendations.
Olivier Chubilleau GDPR, Consent Mode v2, DPF, AI Act: factual analysis of the regulatory framework applied to analytics and advertising tools. Advertiser decision guide.
Olivier Chubilleau Google is migrating Customer Match imports from the legacy API to the Data Manager API. Timeline, impacts for advertisers, and migration path.
Mathieu Lima Apple's App Tracking Transparency (ATT) introduced in iOS 14.5 changes how Google Ads conversions are reported. New wbraid and gbraid parameters now replace gclid (Google Click ID) in certain cases.
Olivier Chubilleau December 2025. Dynamic remarketing in GA4 is now natively actionable. A technical simplification that places data quality (Match Rate) at the center of Google Ads performance.
Mathieu Lima What is GTM Server-side? How does Server-Side Tagging integrate into your collection setup? What are the concrete advantages and current limitations?
Mathieu Lima Is this the end of cookies for Chrome in 2025? What are the impacts and what actions are possible?
Olivier Chubilleau Web performance isn't just a technical checkbox. Discover how to monitor Core Web Vitals continuously with a Modern Data Stack approach (CrUX + BigQuery).
Mathieu Lima AdAttributionKit revolutionizes ad campaign tracking on iOS. What's new? How does it differ from SKAdNetwork and other attribution methods used by Adjust and AppsFlyer?
Hélène Somdecoste-Lespoune Discover how to optimize your lead funnels with Piano Analytics and Microsoft Clarity: methodology, concrete cases, and actionable recommendations.
Mathieu Lima How the Causal Impact method, combined with Google's Causmos, allows quantifying the real impact of Social Ads campaigns in 2025. EdgeAngel case study.
Mathieu Lima Master data modeling and attribution in Google Analytics: conversions, behavior, reporting, and Consent Mode for precise analyses.
Mathieu Lima Google Consent Mode v2 is available: features (ad_user_data, ad_personalization, Basic and Advanced Consent Mode) for Google Ads and Google Analytics.
Mathieu Lima Google Consent Mode, sGTM, advanced conversion tracking, customer match... Google launches major features and it's sometimes hard to see clearly. This article aims to explore the latest Google Ads tracking features and what they imply.
Olivier Chubilleau How Apple's Link Tracking Protection in iOS 17 and Safari 17 impacts link tracking and marketing strategies. Which parameters are affected, how advertisers should adapt, and recommendations to optimize your campaigns.
Mathieu Lima New features related to Privacy Sandbox are coming to Chrome, mainly related to third-party cookie restrictions planned for 2025.
Mathieu Lima How Server-side GTM for mobile applications (sGTM for Apps) improves privacy, data control, and app performance.
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