Ad platforms optimize on data signals, not manual account settings. If you're only sending raw browser conversion numbers, your algorithms are optimizing for the wrong actions. This session covers how to move from basic collection to true data enrichment. Dan will show you how to feed profit (POAS), recurring revenue, and CRM data into ad platforms, using identity resolution and retrospective adjustments to force budgets to optimize for real business value.

In this talk, Everest will demystify the complexities of search marketing attribution by introducing a bulletproof, data-driven financial model designed to prove the commercial value of organic traffic. He will guide attendees through a step-by-step framework to accurately isolate SEO revenue from other digital channels, confidently stripping out branded noise and overlapping paid media data. Marketers and business leaders will walk away with an actionable, executive-ready spreadsheet model to confidently justify search investments to the C-suite and secure bigger budgets.