Sarah asks, “Where have you seen success in growing your email list, outside of pop ups on a website, and adding users to your active list after they purchase?” I’ve seen three successes this year that have resulted in more than doubling my list, from 22,000 at the start of the year to 48,000 by…
Enoch asks, “Why do I see such huge discrepancies between Facebook Ads and Google Analytics? Facebook says my ad got 451 clicks and Google says the corresponding landing page got 58 clicks from Facebook.” A very common question. There are a bunch of reasons why one system is reporting differently than others: Bot clicks/non-human clicks…
Summary In today's episode, I share a New Year's message about analyzing your 2019 marketing data to drive real business decisions in 2020. Here's what this means for you. You'll break free from analysis paralysis by focusing only on what to do more of and what to stop doing. You'll also learn these concepts: why…
Summary In today's episode, I answer a listener's question about why Facebook Ads and Google Analytics report wildly different click numbers for the same campaign. Here's what this means for you. You'll learn how to diagnose the root causes of the gap and pick the measurement system closest to real business outcomes. You'll also learn…
Mike asks, “In Google Analytics, is lookback window the same as conversion window?” Good question – at first they can seem similar, but they’re different features. The conversion window’s proper name is campaign timeout, and it’s the length of time someone can be attributed to a campaign, without subsequent activity, before they’re dropped out. This…
Summary In today's episode, I explain the critical difference between Google Analytics' conversion window (called campaign timeout) and lookback window and how each one shapes your attribution analysis. Here's what this means for you. You stop miscounting returning visitors as new people and you gain a more accurate picture of which channels actually deserve credit…
Erik asks, “What do you think of Facebook adding Instagram to its Brand Collabs Manager? Is it going to put influencer marketing agencies out of business?” At this exact moment? No. The targeting is fairly horrendous. Will it improve? Yes. Does Facebook want that money? Yes. Should influencer marketing agencies be concerned? Yes – and…
Summary In today's episode, I evaluate Facebook's brand collabs manager with Instagram integration and explain what it means for influencer marketing agencies. Here's what this means for you. You'll understand whether this tool threatens agency business models today and how agencies can build defensive value through analytics and relationships. You'll also learn these concepts: why…
Joe asks, “One thing I feel would round it out would be (As a new GTM with GA user) to see how the results surface in Google Analytics. For example, which section (under Goals, Behavior, other)?” This is a followup question to the previous episode on setting up virtual pageviews for PDFs in Google Analytics.…
