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Marketing Weekly Digest Blog #6: Meta’s Attribution Overhaul and the New Era of Metric Alignment

Gem AI — Wed, 18 Mar 2026 00:14:29 +0000

Every week at SeekandHit, we gather for our Weekly Digest to break down the latest updates in digital marketing. In the last session the SeekandHit performance team considered the structural shift of the advertising landscape.

This week, we consider a fundamental change in how Meta measures success, bringing its reporting closer to industry standards while introducing a new way to value social engagement.

Meta’s Big Move: Standardizing “The Click”

Starting this month, Meta is overhauling its attribution framework to eliminate the “apples-to-oranges” discrepancy that has long frustrated performance marketers using third-party tools like Google Analytics.

1. Click-Through = Outbound Link Clicks Only

Historically, Meta’s “click-through” attribution was broad—counting likes, reactions, shares, and even profile clicks as “clicks.” This led to inflated conversion numbers in Ads Manager that rarely matched website sessions.

The Update: Click-through attribution is now strictly limited to link clicks that send users to an external destination (website, app store, lead form). If a user likes a post and then buys later, it will no longer count as a “click-through” conversion.

2. The Rise of “Engage-Through” Attribution

Meta isn’t ignoring social signals; it’s giving them their own home. All non-link interactions—likes, comments, shares, and saves—have been moved to a new category called Engage-Through Attribution (replacing the former “Engaged-View”).

Format Neutral: Unlike the old video-only “Engaged-View,” this applies to all ad formats, including static images and carousels.

Window: This category carries a 1-day attribution window, capturing the “lurker value” of users who interact socially before converting within 24 hours.

3. Faster Video Thresholds for a Reels World

Meta has officially halved the threshold for an “engaged view” from 10 seconds to 5 seconds.

The Logic: Meta’s internal data shows that 46% of Reels purchase conversions happen within the first two seconds of a user’s attention.

The “97% Rule”: For videos shorter than five seconds, the threshold is met if the user watches at least 97% of the total duration.

The AI Transition: Power vs. Control in PMax

While Meta aligns its metrics, Google is expanding creative controls within Performance Max (PMax).

Creative Guardrails: Advertisers now have beta access to text guidelines to ensure AI-generated copy stays on-brand and follows specific tonal requirements.

AI Voice-Overs: Google Ads has integrated AI voice-overs directly into PMax video creation, allowing for high-quality audio without external production costs.

Efficiency Reality Check: A recent study highlights that while AI Max can boost revenue by 13%, it often drives a higher CPA. Exact match keywords still drive 80% of query expansion, reminding us that AI works best when anchored by solid keyword data.

Critical Compliance & Budget Updates

The “Meta Tax“: Starting July, Meta will pass Digital Service Taxes (2–5%) directly to advertisers in the UK, France, Italy, Spain, Austria, and Turkey. This will appear as a separate line item on invoices.

EU Political Ads: The mandatory verification deadline for any social or political issue ads in the EU is March 31st. Missing this will result in immediate ad pauses.

Google Ad Scheduling: Google can now spend up to 2x the daily budget during your scheduled windows to capture high-intent traffic, provided the monthly cap isn’t exceeded.

Key Takeaways for Advertisers

Don’t Panic Over “Falling” ROAS: You will likely see a drop in “Click-Through” conversions. This is a reclassification, not a performance decline. Your data is simply becoming more honest.

Audit Your Reporting Columns: Add the “Engage-Through” column to your Ads Manager view to capture the value of your social engagement.

Front-Load Video Value: With the 5-second attribution threshold, your brand and hook must appear in the first 2-3 seconds to receive credit for the conversion.

Sources & References

Official Meta Announcement: Meta Click Attribution News (March 2026)

Attribution Deep Dive: Click-Through Attribution Now Requires a Link Click

PMax Analysis: Data Reveals AI Max Performance Realities

Digital Tax Updates: Meta Passing Europe’s Taxes to Advertisers

Stay tuned for our next weekly update as we continue to decode the complexities of the performance marketing landscape.

Stay tuned for our next weekly update as we continue to decode the complexities of the performance marketing landscape.

Disclaimer: This blog post and accompanying podcast have been fully produced with Gemini AI, and reviewed by a human being, following weekly news-digest meetings at SeekandHit.
For more information contact info@seekandhit.com.

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Marketing Weekly Digest Blog #5

Gem AI — Mon, 09 Feb 2026 10:54:13 +0000

Every week at SeekandHit, we gather for our Weekly Digest to break down the latest updates in digital marketing. In the last session the SeekandHit performance team dove deep into Google’s latest AI targeting features, Meta’s hidden product insights, and the shifting landscape of U.S. search behavior.

1. Is Your Account Ready for Google AI Max?

Google’s AI Max (often referred to as PMax or its latest evolution) is a powerful tool for finding new conversions, but it can be a “money pit” if enabled prematurely. During our meeting, Petra Babic shared a checklist for readiness:

Accurate Tracking: Your conversion tracking must be deduplicated and focused on high-value business outcomes.

Conversion Volume: AI Max generally needs at least 30 conversions per month to work effectively. At 100+, it becomes significantly more stable.

Broad Match Success: You should first prove success with broad match in traditional search campaigns before letting the AI take the wheel.

URL Expansion Guardrails: When using URL expansion, ensure you exclude low-value pages like Help files, FAQs, and blogs.

Source: Google AI Max Checklist (Search Engine Land)

2. Breaking the Meta “Black Box”

One of the most exciting topics discussed was unlocking product-level data within Meta’s Advantage+ and Dynamic Product Ads (DPA). Currently, Meta doesn’t show which specific products are being shown or clicked within a single ad unit.

We discussed a workflow to solve this:

API Integration: Pulling product_id, impressions, and clicks from the Meta Insights API into BigQuery.

Visualization: Creating scatter charts in Looker Studio to categorize products into four groups:

Star Performers: High impressions, high clicks.

Promising Products: Low impressions, high CTR.

Window Shoppers: High impressions, low clicks.

Low Priority: Low on both.

The Final Data Layer: A step further involves merging these Meta API insights with raw GA4 data. By extracting Product IDs, purchases, and total revenue from GA4, the team can map platform-specific engagement directly to bottom-line results. This integration is the definitive way to arrive at “final data,” providing a complete picture of the ROI for every individual item in the catalog.

This transparency allows our performance specialists to create custom product sets and optimize feeds based on actual business value rather than just platform-level engagement.

Source: Unlocking Meta’s Product-Level Ad Data (Search Engine Journal)

3. Google Demand Gen: More Shoppable & Measurable

Google is pushing Demand Gen to be a full-funnel performance engine. Two key updates stand out:

Shoppable CTV: Users watching YouTube on Connected TV can now browse and buy products directly using their remote control.

Attributed Branded Searches: This new metric helps us justify upper-funnel video spend by showing how many people searched for the brand after seeing a Demand Gen ad.

Source: Google Demand Gen Updates (Search Engine Land)

4. Quick Hits & Platform News

TikTok US Deal Finalized: The long-standing regulatory uncertainty has ended with a deal spinoff to a consortium led by Oracle, Silver Lake, and MGX. ByteDance retains just under 20% ownership. This removes a massive planning hurdle for our clients. (Source)

Search Volume Drop: Reports show Google searches per U.S. user fell nearly 20% YoY. AI is likely cutting down on repeat searches by giving instant answers. (Source)

Centralized Experiment Center: Google Ads has launched a unified hub for A/B tests and lift studies, making it easier to measure campaign impact before scaling. (Source)

Summary

As we move further into the “AI-first” era, our role at SeekandHit is shifting from manual management to strategic oversight. Whether it’s setting proper guardrails for AI Max or using data science to peak into Meta’s black box, the focus remains on data integrity and full-funnel measurement.

Stay tuned for next week’s digest!

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Marketing Weekly Digest Blog #4

Gem AI — Mon, 26 Jan 2026 11:47:14 +0000

Every week at SeekandHit, we gather for our Weekly Digest to break down the latest updates in digital marketing. The last session covered everything from quiet Google Ads setting changes to the arrival of ads in ChatGPT and the future of social media trends for 2026. Here are the key takeaways.

1. Google Ads: Control, Automation, and “Quiet” Changes

Google is leaning harder into automation while simultaneously providing more granular controls for those who know where to look.

Faster Account Setup: Google is testing faster account setup using pre-built campaigns, aiming to reduce friction for new advertisers.

Imagery for Location-Based Ads: A new setting called Google Owned Location Data allows Google to automatically pull imagery for your location-based ads. While efficient, brands with strict creative guidelines should audit this to maintain brand integrity.

Total Campaign Budgets for Search: Moving away from daily averages, total campaign budgets are now available for Search, providing consistency across PMax and Video.

Shopping Ad Experiments: Google is running a limited test that lets select advertisers A/B test product titles and images directly in Shopping ad product data. However, this is still in testing, not yet rolled out to everyone.

Manual CPC & Exclusions: Manual CPC is now easier to find during setup, and account-level placement exclusions have rolled out to help block unwanted inventory globally.

2. The AI Frontier: ChatGPT Ads & Video Best Practices

The conversation around AI is shifting from “how to use it” to “how to win with it.”

Ads inside ChatGPT: OpenAI has officially begun testing ads in ChatGPT in the U.S., appearing as clearly labeled “sponsored” responses.

AI Video Strategy: To succeed with AI-driven video, follow the 5 best practices for AI video advertising, which include using multiple orientations and early brand placement.

PPC Careers in the AI Age: Human oversight remains critical. We discussed the 10 keys to a successful PPC career, focusing on technical diagnosis and brand safety.

Microsoft PMax Updates: Microsoft is keeping pace by adding new customer acquisition goals and deeper visibility to its Performance Max campaigns.

3. Social Media Trends: The Road to 2026

Platforms are pivoting toward a more intentional and safe user experience.

TikTok’s 2026 Vision: TikTok predicts that intention will beat impulse by 2026. They are also doubling down on teen safety measures in the EU.

Pinterest’s Visual Planning: Pinterest released its 2026 Marketing Moments Guide and identified trending colors for 2026, encouraging brands to show up during the early planning stages.

Meta & Instagram Control: Instagram is giving users full algorithm control to reset their Reels recommendations. Meanwhile, Meta is being proactive, removing 540k teen accounts in Australia to comply with safety regulations, while explaining their Reels recommendation improvements.

Creative Features: Instagram’s Edits recently added IG links and new video effects to boost creator engagement.

4. Privacy, Measurement & Strategy

Consent & Data: Google added new data transmission controls to its Ads consent stack, improving transparency in how data is handled.

Authority in AI: High-quality LinkedIn articles are seeing more citations in AI responses, highlighting the value of authoritative B2B content.

2026 Strategy: Looking ahead, marketers should prepare for 8 major changes in paid media as the industry shifts further toward privacy-centric automation.

Summary: The overarching theme for the start of 2026 is intentionality. Whether it’s how Google automates your budget or how users curate their own feeds, the “set it and forget it” era is over. Strategic marketers need to be more involved in the creative, technical, and ethical aspects of every campaign.

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Marketing Weekly Digest Blog #3

Gem AI — Wed, 21 Jan 2026 11:44:01 +0000

Welcome to this week’s comprehensive digest of the most critical updates in the digital marketing landscape. From Google’s new foundation models to the rise of AI-powered social campaigns, here is what you need to know.

The AI Evolution: Google & Reddit Lead the Way

Google Introduces ALF: The Advertiser Large Foundation Model

Google has officially unveiled ALF (Advertiser Large Foundation Model), a sophisticated LLM designed specifically for the advertising ecosystem. Unlike general-purpose models, ALF is fine-tuned to understand advertiser intent, creative nuances, and the relationship between queries and conversions. Marketers can expect improved performance in automated bidding and query matching as this model begins to power more of the Google Ads backend.

Source: Search Engine Journal – Google ALF

Reddit Launches “Max Campaigns” in Beta

Following the trend of automated performance suites, Reddit is rolling out Reddit Max. This AI-powered campaign type automates creative testing and audience targeting across the platform’s unique communities. It aims to simplify the ad-buying process while maximizing ROI through machine learning.

Sources: Social Media Today | Reddit Official Announcement

Search & SEO: Core Updates and AI Limits

Google December 2025 Core Update Rollout Complete

Google has confirmed that the December 2025 Core Update is now fully rolled out. As marketers audit their performance, the focus remains on high-quality content and user intent. Early data suggests a continued shift toward rewarding “helpfulness” and direct expertise.

Source: Search Engine Land – Core Update Complete

PPC Pulse: Apple Search and AI Overviews

The PPC landscape is shifting as Apple Search Inventory continues to expand, offering new opportunities for app marketers. Simultaneously, Google is facing scrutiny and technical adjustments regarding Exact Match limits in AI Overviews (AIO), where ads are appearing for highly specific queries that were previously more tightly controlled.

Source: Search Engine Journal – PPC Pulse

Paid Media Controls & Reporting

Demand Gen Adds Maps to Channel Controls

Google is giving advertisers more granular control over Demand Gen campaigns by allowing the exclusion of Google Maps as a placement. This is a significant win for marketers who want to refine where their visual assets appear.

Source: Search Engine Land – Demand Gen Controls

Performance Max Reporting for MCCs

Agency managers rejoice: Google has expanded Performance Max (PMax) channel reporting to MCC (Manager) accounts. This allows for cross-account insights into how PMax is distributing spend across Search, Video, and Display from a single dashboard.

Source: Search Engine Land – PMax MCC Reporting

Social Media & Creative Strategy

Meta: Reels Hooks and Creative Diversification

Meta has released new guidance on mastering Reels, emphasizing the importance of “hooks” within the first 3 seconds. The update also touches on creative diversification—encouraging brands to test different visual styles to reach broader segments of their audience.

Source: Social Media Today – Meta Tips

The TikTok Shop Disruption

Retail brands are navigating the double-edged sword of TikTok Shop. While it offers unprecedented viral success and direct-to-consumer sales, the disruption to traditional retail logistics and brand control is creating new challenges for established legacy brands.

Source: Marketing Dive – TikTok Shop Rise

Industry Insights for 2026

As we look toward 2026, the industry is bracing for several key shifts:

AI-First Marketing: Automation is no longer a “feature”—it is the foundation.

Privacy-Centric Attribution: Marketers must move toward modeling and first-party data as tracking continues to erode.

Creative as the New Targeting: With AI handling audience selection, the “Creative” is now the primary lever for performance.

Expert Takeaways from LinkedIn:

Thomas Eccel highlights the growing synergy between Google and Apple’s AI efforts, suggesting that search intent might soon become even more predictive.

Industry leaders are emphasizing that “AI Overviews” will fundamentally change how users consume information, requiring SEOs to pivot from “clicks” to “brand presence” within AI responses.

LinkedIn Sources:

Thomas Eccel on AI & Google/Apple Updates

Updates on Digital Strategy 1

Updates on Digital Strategy 2

Updates on Digital Strategy 3

Stay tuned for our next update as the 2026 marketing landscape continues to evolve!

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We’ve Become a Google Tag Manager Partner

Iva Horvat Radman — Mon, 12 Jan 2026 13:49:30 +0000

This recognition confirms what has always been at the core of our work: building strong, reliable, and future-proof data foundations that empower better marketing decisions.

But more importantly, this partnership is about what it unlocks for our clients.

In today’s digital ecosystem, data is the backbone of every successful marketing strategy. From analytics and personalization to campaign optimization and attribution, everything depends on accurate, well-structured data.

Google Tag Manager (GTM) plays a critical role in this ecosystem by enabling:

Centralized and efficient tag management

Faster deployment of tracking without heavy development reliance

Better governance, versioning, and quality control

Improved consent and privacy management

When implemented correctly, GTM ensures that the data flowing into your analytics and advertising platforms is accurate, compliant, and actionable.

What Being a Google Tag Manager Partner Means

Being part of the Google Marketing Platform Partner Program means that our team has demonstrated advanced expertise across Google Marketing Platform products, including Google Tag Manager.

As a certified partner, SeekandHit provides end-to-end services such as consulting, implementation, onboarding and technical support, always tailored to real business needs.

This partnership also reflects our ongoing commitment to critical industry priorities, including:

First-party data strategies

Privacy-first measurement

AI-powered optimization

Mobile-first and cross-device tracking

How Our Clients Benefit

This partnership is not about a badge, it’s about measurable value.

Here’s what our clients gain from working with a Google Tag Manager Partner:

1. A Solid Data Foundation

We design and implement robust tracking architectures that ensure every meaningful interaction is measured correctly, while respecting user consent and privacy regulations.

2. First-Party Data Activation

By integrating GTM with analytics, CRM, and media platforms, we help brands unlock the full potential of first-party data transforming raw signals into actionable insights through holistic dashboards and advanced analysis.

3. Advanced Analytics & Measurement

Our approach goes beyond basic reporting. We enable:

Data-driven segmentation

Advanced attribution models

Unified media measurement

Predictive modeling and demand forecasting

All with the goal of driving sustainable, transformational growth.

4. Smarter Targeting & Personalization

With accurate data at the core, we activate AI-powered personalization and precise audience targeting across channels — ensuring the right message reaches the right user at the right time.

5. Optimized Media Performance

From workflow setup to bidding strategies, we implement scalable structures across search, video, and display campaigns, maximizing performance throughout the entire consumer funnel.

Let’s Build Better Data Together

Becoming a Google Tag Manager Partner is another step in strengthening how we support our clients in a rapidly evolving digital future.

If you’re looking to improve tracking accuracy, activate first-party data, or build a future-ready measurement framework, we’re here to help.

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Marketing Weekly Digest Blog #2

Gem AI — Fri, 05 Dec 2025 14:09:37 +0000

We’ve compiled the most critical updates from across the digital marketing landscape in the past two weeks, covering everything from new AI creative tools to urgent security warnings.

Here is your rundown of the latest news from Google, Microsoft, TikTok, and more.

Urgent Security Warning

Google Ads MCC Takeover Attacks on the Rise

A sophisticated phishing scam targeting Google Ads Manager accounts (MCCs) is surging. Attackers are sending near-perfect phishing emails that mimic Google account access invitations. Once they gain access, they can drain budgets and launch fraudulent campaigns within hours.

What to watch for: Emails that look like standard client access invites but link to non-Google login pages (often Google Sites).

Action: Always verify the URL and confirm invites directly inside your MCC, not just via email.

AI & Creative Updates

“Nano Banana Pro”: Google’s New Image Model

Google DeepMind’s new image generation model, codenamed “Nano Banana Pro” (Gemini 3 Pro), is rolling out. This tool allows for high-resolution image creation and editing directly within Google Ads, offering better text rendering and brand consistency.

News: Gradient Group: Nano Banana Pro & Image Animation

Microsoft’s “Image Animation” & Performance Comparison

Microsoft Advertising has introduced “Image Animation” in Copilot, allowing advertisers to turn static images into short, engaging video assets. Additionally, a new “Performance Comparison” feature helps benchmark campaigns against control groups and historical data.

Demand Gen Updates & Creative Guide

More Demand Gen features are launching just in time for the holidays:

AI Enhancements: New AI image and video enhancements automatically create and optimize additional versions of your ads so your campaigns can scale effectively.

Pathmatics Integration: The availability of images and videos provided by Pathmatics in Google Ads will soon allow advertisers to easily download and move the most successful creatives from other platforms to Demand Gen.

A/B Experiments: Experiments with lifting elements make it easy to run creative tests so that you can use the most successful elements.

Suitability Controls: New suitability controls and content topic exclusions are now available for the Discover feed, giving you more branding controls for Demand Gen campaigns.

Official Announcement: Google Blog: Discover what’s new in Demand Gen

PMax Direct Video Uploads

You can now upload videos directly to Performance Max campaigns without hosting them on a YouTube channel first (stored in a “House channel”), though YouTube uploads remain best practice for analytics.

Source: Swipe Insight: Google Performance Max gets direct video uploads

Google Ads Platform Updates

Website Optimizer Tool

New documentation has appeared signaling that a “Website Optimizer” tool is likely coming to the Google Ads interface. This built-in A/B testing feature aims to replace the functionality lost when the standalone Google Optimize tool was sunset.

Search Partner Reporting for PMax

New transparency features allow advertisers to see how much budget Performance Max spends on Search Partners and whether that traffic is driving value.

New Overview Stats: “Performance By Stage”

Advertisers are spotting a new “Performance By Stage” widget in the Overview tab, breaking down metrics by Awareness, Consideration, and Action.

Community Spot: Search Engine Roundtable: Google Ads Overview Tab Gains Trends & Performance By Stage

Optimization Score Phasing Out?

There are reports from the community (Jamie Leckie) that the “Optimization Score” might be getting phased out or de-emphasized in some accounts, potentially signaling a shift in how Google incentivizes recommendations.

Text Guidelines for PMax (Beta) & Search (AI Max)

Google has documented new “Text Guidelines” for PMax and Search campaigns, allowing advertisers to provide specific instructions on brand voice and prohibited terms for AI-generated copy.

Resource: PPC News Feed: Text Guidelines Now Fully Documented

Search & AI Search

Ads in AI Mode & AI Overviews

Ads in AI Mode: Google has officially started showing sponsored ads within its Gemini-powered AI search results (AI Mode).

AI Overviews on Mobile: Google is connecting AI Overviews to AI Mode on mobile, creating a more seamless conversational search experience.

ChatGPT Shopping Research

OpenAI has launched a “Shopping Research” feature in ChatGPT, creating personalized buyer’s guides and potentially disrupting traditional product discovery.

ChatGPT Ads Incoming?

Code found in the Android beta version of ChatGPT suggests OpenAI is preparing to launch an ad network, with references to “sponsored” and “search ads.”

Social Media & Video

YouTube Partner Match

The forthcoming “Partner Match” targeting option will let advertisers build custom YouTube audiences using their third-party data, including hashed emails and ZIP codes.

Pew Research: YouTube Dominance

New data shows that 84% of US adults use YouTube, solidifying its position as a dominant platform as growth continues across the board.

Creator Partnerships & Trust

Amplifying creator content is shown to strengthen trust and lower media costs. TikTok has highlighted new data supporting the value of these partnerships for marketing performance.

Instagram Reminder Ads

A guide on how to create Reminder Ads to build anticipation for events and launches directly within the Instagram Ads Manager.

Resource: Blogging Wizard: How To Add A Reminder To An Instagram Post

Other Updates

Microsoft Asset-Level Disapprovals

Microsoft Ads now allows individual assets (a single headline or image) to be disapproved without pausing the entire ad group, offering more granular control.

Europe’s Cookie Pledge

The European Commission is proposing a “Cookie Pledge” to simplify cookie consent, potentially moving preferences to the browser level to eliminate constant pop-ups.

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Beyond Loyalty: A Decade of Data, Creativity, and Growth

Iva Horvat Radman — Mon, 03 Nov 2025 14:24:28 +0000

Winning awards is always an honor, but what truly matters is what stands behind them.

At this year’s SoMo Borac awards we received the Special Mention by Aleph for our project with Valamar Beyond Loyalty: Winning New Guests for Valamar. A project that embodies how deep collaboration, data-driven strategy, and long-term trust can transform marketing performance.

A Decade of Partnership and Shared Vision

For almost ten years, SeekandHit and Valamar have been working side by side to build a data ecosystem that fuels smarter decision-making and sustainable growth.

In an industry as dynamic and competitive as tourism, success isn’t measured by one viral campaign or one high-performing season, it’s the consistency of improvement, precision, and innovation that makes the real difference.

We often overestimate what can be done in a year and underestimate what can be done in ten. Valamar perfectly shows the power of long-term collaboration, the awards are just a reflection of the dedication, vision, and trust we’ve built together
said Mario Frančešević, CEO of SeekandHit.

Data, Technology, and Human Insight

The Beyond Loyalty project pushed the boundaries of how performance marketing can work for a brand as large and complex as Valamar.

By combining Valamar’s internal data systems with SeekandHit’s analytical and technological expertise, the teams developed a strategy that didn’t just optimize for conversions — it taught algorithms how to think smarter.

Instead of focusing only on what to target, the strategy defined what not to target, allowing for more efficient campaigns, smarter bidding decisions, and clearer signals for machine learning models.
Every ad became a data point. Every data point a learning opportunity.

The results spoke for themselves:

+20% revenue growth with just +14% increase in ad investment,
Over 70% of bookings from new guests,
And a long-term improvement in campaign efficiency across all digital channels.

Building for the Long Game

Domagoj Vidović from Valamar reflected on the award and collaboration with SeekandHit:

It’s a great privilege to be part of the Valamar Riviera team and work on innovative digital projects that truly deliver results. Having a partner like SeekandHit means you can push boundaries — and achieve real impact

These results didn’t happen overnight. They’re the product of years spent fine-tuning measurement, experimenting with technology, and trusting the process.

As algorithms evolve and digital platforms change, what remains constant is the shared commitment to learning, testing, and growing together.

Recognition That Reflects a Mindset

According to Ružica Vrdoljak Ličina, Executive Director of SoMo Borac, and Ivanka Mabić Gagić, Managing Director at Aleph, Valamar and SeekandHit stood out with an innovative, data-driven approach to performance marketing, combining strategic thinking, AI-powered insights, and creativity guided by data. The collaboration demonstrates how long-term vision, consistent execution, and strong partnerships can set new standards in digital marketing.

Being recognized with the Special Mention by Aleph for the second time isn’t just a milestone, it’s a reminder that true performance marketing leadership comes from long-term thinking, data-driven innovation, and partnerships built on trust.

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Full Advantage Conference: Key Insights from Microsoft Advertising in Croatia

Iva Horvat Radman — Thu, 23 Oct 2025 11:49:00 +0000

We recently hosted the first-ever Full Advantage Conference on Microsoft Advertising in Croatia, in partnership with Full Stack Experts and Microsoft. Beyond being a day of presentations, the event offered practical insights for marketers looking to elevate their campaigns.

As our CEO, Mario Frančešević mentioned,

This kind of initiative is extremely important for market development — regional markets are relatively small compared to Western European ones, so having direct relationships and access to information has a direct impact on the quality of advertising solution implementation, and ultimately, on campaign performance.

Here are the key takeaways:

1⃣ Copilot AI is changing campaign management
AI tools like Microsoft Copilot are not just buzzwords, they’re helping marketers save time, improve precision, and automate repetitive tasks. Speakers shared practical examples of using Copilot to generate ad copy, optimize targeting, and even analyze campaign performance.

2⃣ Audience targeting goes beyond demographics
Microsoft’s audience network allows targeting based on interests, behaviors, and even intent signals. The sessions highlighted how combining demographic and interest data can significantly increase campaign ROI—especially in sectors like tourism.

Source: Full Advantage presentatio by Nigel Leggatt, Partner Sales Director at Microsoft

3⃣ Shopping campaigns are the holiday game-changer
With Black Friday, Cyber Monday, and the festive season ahead, Microsoft Shopping campaigns stood out as a key tool for driving sales. Experts shared strategies on structuring campaigns, leveraging product feeds, and optimizing bids to maximize reach and conversions.

4⃣ Privacy and automation can coexist
Data privacy remains top of mind. But automation doesn’t have to compromise compliance. The conference showcased ways to maintain quality, ensure efficiency, and respect privacy through automated workflows and AI-supported processes.

5⃣ Local market support matters more than ever

The conference also highlighted the growing importance of regional expertise and collaboration. With Full Stack Experts providing dedicated support for Central and Eastern Europe, advertisers now have access to localized insights, training, and technical guidance — helping them get the most out of Microsoft Advertising’s expanding ecosystem.

What’s next for marketers?
Attendees expressed interest in advanced PMax optimizations for Microsoft Ads and practical tips & tricks to push campaigns even further. The insights from this event provide a roadmap for marketers to adapt, experiment, and stay ahead in a changing digital landscape.

Curious to learn more? Drop us a message to info@seekandhit.com

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Valamar Case Featured in New Croatian University Marketing Textbook

Iva Horvat Radman — Fri, 03 Oct 2025 12:25:17 +0000

The new university textbook Marketing Communication, a project by the University of Zagreb’s Faculty of Economics (EFZG) and the Croatian Association of Marketing Agencies (HURA), has just arrived in our office – and we are proud to see SeekandHit and our Valamar case included as a best practice example.

Photo by: Vana Katančić

This is the first comprehensive marketing communication textbook in over 20 years in Croatia, designed to bridge theory and practice, offering students and professionals alike a clear understanding of modern marketing in an era of algorithms, rapid change, and demanding consumers. The book brings together the most innovative local campaigns of the past decade, including award-winning projects at prestigious international competitions such as Cannes Lions.

Our Valamar case is highlighted for its creativity and effectiveness in driving measurable business results. The project, which contributed to Valamar’s strong brand presence and engagement, also earned recognition for SeekandHit through awards like MIXX and SomoBorac. By showcasing both strategic planning and tactical execution, this case serves as an inspiring example of how integrated marketing communications can deliver tangible results.

The textbook was officially presented in Zagreb to an audience of marketing and creative agency professionals, giving the Valamar case direct exposure to the local marketing community.

While invaluable for students, this textbook is also a great resource for professionals in the industry – providing inspiration, practical examples, and insights that can inform and elevate everyday marketing practice.

This inclusion is a proud moment for SeekandHit, demonstrating the impact and relevance of our work, and we hope it will inspire both students and professionals alike to push the boundaries of creativity and effectiveness in marketing.

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Success Story: SeekandHit Awarded with Zlatna Kuna Award

Iva Horvat Radman — Fri, 26 Sep 2025 11:45:48 +0000

Organized by the Croatian Chamber of Economy – Split County Chamber, this event recognizes the most successful companies in our region. We are honored to announce that SeekandHit was awarded a plaque in the category for medium-sized companies.

Photos by Duje Klarić & Veljko Martinović

This award is a great validation of the hard work and dedication of our entire team.

Our CEO director, Mario Frančešević, accepted the award and spoke about our mission. He noted that after 18 years in business, the company has grown from a small team to a staff of 70, working with well-known brand. He then added,

We try to bring the digital industry and ecosystem closer to companies that haven’t yet gone through digitalization. We help them better leverage their online presence and better allocate their resources.
Mario Frančevević

Winning this Zlatna Kuna is not just a high honor; it’s a confirmation that our growth and business model are on the right track. It inspires us to continue innovating and delivering exceptional results for our clients. We are proud to be a part of the Split-Dalmatia County business community and to contribute to its economic development.

Thank you to everyone who has supported us on this journey—our team, our clients, and our partners. Your trust and collaboration mean a lot to us.

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