Summary In today's episode, I walk through Facebook's attribution models, their limitations, and which model to choose based on your customer journey. Here's what this means for you. You'll understand which attribution approach fits your business and why Google Analytics often gives a more honest picture than Facebook's built-in tools. You'll also learn these concepts:…
Megan asks, “My company recently had to layoff their canvassing department so now they are trying anything to get leads for virtual consultations for solar sales. Right now they’re aimlessly boosting Facebook posts, and I was hoping to get some insight to lead them in the right direction. Any suggestions?” The real question is, who…
Summary In today's episode, I share a digital advertising strategy for solar companies that lost their canvassing teams and need to generate virtual consultation leads online. Here's what this means for you. You can replace door-to-door efforts with smarter, targeted digital ads that reach the right buyers instead of boosting posts aimlessly. You'll also learn…
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 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…
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…
