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Archives for January 2020

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New Facebook Ad Metrics, Cookie Consent & Google’s Latest Search Update

Use These Success Metrics for Facebook Ads

People can accuse Facebook of so many things (like election interference or housing discrimination), but you can’t say the platform doesn’t provide advertisers enough data. In fact, the metrics Facebook provides is so overwhelming that figuring out what to pay attention to is the hard part. AdEspresso has long been my go-to for all things related to Facebook Ads. According to their updated guide for 2020, there are a few key metrics to keep an eye on: cost-per-result (CPR), ad impressions, click-through-rate (CTR), cost-per-click (CPC), conversion rates, and costs per conversion (CPC). A key takeaway here is to “track impressions to make sure that customers who see your ad do something about it. Otherwise, the ad isn’t effective.”

Choosing Your Cookies

Recently, I was teaching a class about Google Analytics and someone asked about those opt-in to cookies messages. Exactly what percentage of people accept/decline them? Well, here’s the research on that. It’s less about how many people accept/deny the consent notices and more about whether a majority of those “notices” are even GDPR-compliant. The data here suggests they’re not.

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My Favorite Advice & Data Viz of the Month

My Favorite Advice

How to track your SEO work with Google Analytics.

Yoast is a fantastic resource for tips on improving your site’s SEO. This article is especially juicy because it explains, in detail, how to find the data that will help you track whether your efforts to optimize your site are actually working. And you can use your free Google Analytics account to do this — no need to pay for a fancy SEO service. I like this article because it starts with the easy (looking at total search traffic to your site and whether it’s increasing) and progresses to the more complex (analyzing whether your mobile experience impacts your search engine ranking). It explains this all through detailed, accessible videos that play without sound so you can watch at your desk.

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