Sergio Alvarez

CEO and Founder at @AiMediaGroupLLC | Attribution Intelligence
Passionate about Performance & Supercars | Follow for industry expertise

[Sergio Alvarez @sergio__alvarez]

Bilingual consumers don't search in Spanish because they can't search in English.

They do it when something feels personal. Healthcare. Finances. Major life decisions.

Most advertisers answer those queries with a translated English ad. That gap is the opportunity.

[Sergio Alvarez @sergio__alvarez]

Most track days are about the cars.

This one is about the kids.

Proud to support @drivenproject at Lime Rock Park on June 27, giving children battling critical and chronic illnesses an unforgettable day of exotic cars and VIP laps.

Join us on track: https://t.co/as6Dfri1Qt

[Sergio Alvarez @sergio__alvarez]

Tariffs didn't hurt dealer inventory. They hurt dealer margins. Gross profit per unit is dropping. Overhead isn't. Prices are up and buyers are taking longer to commit.

You can't run volume campaigns when every unqualified lead eats margin you don't have.

[Sergio Alvarez @sergio__alvarez]

Ferrari could sell twice as many cars as it makes.

They won't. Scarcity is the product.

The waitlist is the ad campaign. Some understand this in theory and abandon it the moment Q4 gets ugly

[Sergio Alvarez @sergio__alvarez]

Healthcare is where you can't use easy targeting shortcuts. No retargeting by diagnosis. No health condition targeting. Disclosures eating your creative real estate. That taught me how media buying actually works. Just creative, disciplined testing, & measurement that holds up.

[Sergio Alvarez @sergio__alvarez]

Meta published how their AI now runs their ads ranking models with minimal human oversight.

So when Advantage+ says it's "optimizing" your campaigns… The system grading your results is also the one being trained to need you less.
Independent measurement isn't optional.

[Sergio Alvarez @sergio__alvarez]

A 15% drop in CPA looks like a win.

Three months later, the same team can't figure out why volume's flat. The audience got harvested. The creative got stale. Nothing new was tested in the background.

That's the cost of optimizing everything.

[Sergio Alvarez @sergio__alvarez]

Most brands scale when ROAS looks good.
That's usually the worst time.

ROAS peaks right before creative fatigue hits, attribution muddies, and CAC starts climbing.

Scale when your creative pipeline is healthy and measurement is tight. Not when the dashboard looks pretty.

[Sergio Alvarez @sergio__alvarez]

Meta tweaking their attribution model is fine.

But I've said this for years, you can't let the platform that sells you the media also grade its own performance.

That's just the platform protecting its budget share.

Always validate with independent data.

[Sergio Alvarez @sergio__alvarez]

Your MMM says display is underperforming.

Last-click says paid search is driving everything.

Your incrementality test says neither is the full story.

Three models. Three different answers. One budget decision.
Measurement isn't a dashboard problem. It's a methodology problem.

[Sergio Alvarez @sergio__alvarez]

Google Labs dropped Pomelli, scans your website, builds a brand profile, generates ad creatives automatically.

For SMBs without a creative team? Genuinely useful.

For performance marketers at scale? You still need a human assisting with these briefs. Not quite there.

[Sergio Alvarez @sergio__alvarez]

Google Labs dropped Pomelli, scans your website, builds a brand profile, generates ad creatives automatically.

For SMBs without a creative team? Genuinely useful.

For performance marketers at scale? You still need a human assisting with these briefs. Not quite there.

[Sergio Alvarez @sergio__alvarez]

Travel brands most often attribute bookings to the last ad clicked.

But the decision was made weeks earlier across Instagram, reviews, YouTube, and a dozen other touchpoints.

That's basically a guess with a dashboard.

Fix the measurement. The media strategy fixes itself.

[Sergio Alvarez @sergio__alvarez]

92% of dealership sales are untraceable in standard CRM systems. Buyers take 95 days across 62 touchpoints before deciding.

Most dealers measure it like e-commerce - a measurement design issue.

Fix: build attribution around the full journey
https://t.co/z5SdXwvQOh

[Sergio Alvarez @sergio__alvarez]

https://t.co/DKGln8sNna

[Sergio Alvarez @sergio__alvarez]

Automation will optimize whatever you feed it.

If you only optimize for short-term performance, that’s what you scale.

That’s how brands lose their edge without realizing it. Avoid the automation trap. @FastCompany

[Sergio Alvarez @sergio__alvarez]

Brands will spend months debating budget allocation.

They won't spend a single meeting questioning whether their conversion tracking is even accurate.

The math is only as good as what you're measuring.

[Sergio Alvarez @sergio__alvarez]

The fix isn't a better dashboard.
It's a clearer decision framework.
What question are you actually trying to answer? Start there.

[Sergio Alvarez @sergio__alvarez]

Most marketing teams are drowning in data and still can't answer the most basic question:
What actually drove the sale?

A thread on why measurement gets harder as you scale

[Sergio Alvarez @sergio__alvarez]

Every channel takes credit for the conversion.
The overlap quickly becomes a maze of insight.

And if you're making budget decisions based on last-click, you're probably underfunding what's actually working.