Paying for “Viewability” is a Scam

By Estefan Albeiro In online advertising, there is a supposed metric called “viewability.” Of course, businesses who advertise want 100% viewability. The higher the viewability rate, the higher the CPM. Viewability should measure how effective ads campaigns are, right? Wrong. El Toro is out to prove that “viewability” is nothing more than a way to trick marketing directors into rationalizing wasted dollars. Viewability should NEVER impact CPM, because it is not an accurate metric. If...

Don’t panic, most people’s Google Analytics are off, slightly.

Google Analytics is intended to provide insight on your website and while it may seem simple, there are a lot of layers and players online, and sometimes, the data can be off, slightly.  Discrepancies between El Toro and Google Analytics are normal because of their different reporting methodologies.  They both will tell similar stories and unless they are drastically different, there is no need for alarm. Seeing drastic differences between El Toro reporting and Google...

Display Advertising that Works:  Improving Your IP Targeting with UTM Codes

Display Advertising that Works: Improving Your IP Targeting with UTM Codes

Attribution. It’s the holy grail of online marketing, isn’t it? Every online marketing executive works overtime to know how many clicks it takes for that customer to get from your display advertising—whether that be in an email newsletter, in a website banner ad, an online newspaper ad, or a direct mail landing page--to a purchase conversion. Getting that kind of data may seem impossible, especially if your customers make more than one trip around the...