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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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Big Changes to Google Analytics, Spending for 2020 & the Male-Dominated World of Data Viz

App and Website, Together At Last

Have a website… and an app? Well, I have news for you. It’s still in beta, but Google Analytics now has a way to combine app and website data into a single property. This is a particularly exciting development because it deviates from the traditional session and pageview method Google Analytics has used for the past 15+ years (listen to me complain about that here). The new measurement model uses events and parameters instead. And, Google’s created a new feature to make tracking the most common events, such as scrolling and outbound link clicks, a lot easier. This is a huge shift for GA and I’m sure I’ll be covering it again very soon.

Gettin’ Cozy With Data Analytics

An understanding of data analytics is important for everyone in an organization, regardless of your role or position. This Harvard Business Review article breaks down 4 crucial concepts you may have forgotten from your freshman year course in statistics. My favorite tip: Always have a control. You probably know about controls from drug trials, but this doesn’t need to be costly nor time-consuming. Although we may be testing new subject lines or web copy (rather than life-saving drugs), this is a concept that communicators should master too.

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Google’s Data Studio Updates, Location Ranking & Tinder for Clothes

Google’s Data Studio Just Got a Bit Better

Google’s Data Studio is a pretty sharp (and free) way to create dashboards and visualizations from your Google Analytics data and other data sets. But it’s always been limited in what it can do. However, the program has received some fun product updates in the past few months. My favorite new features are custom data range comparisons and the Tableau-esque ability to drill down in charts. So far, I’ve used this new feature to create more useful maps. Now, dashboard viewers can drill into details about which states and cities their users are located.

Ads, They Know Us Better Than We Know Ourselves

There is a growing interest in the idea of personalization and privacy in the online age. This caught the eye of the New York Times, who decided to conduct its own digital advertising experiment to show how far advertisers go to collect and use our information. My main takeaway is that we have a choice to make: either we all agree to be targeted by hyper-personalized ads that are more relevant to us or we need to create and pass more stringent data privacy laws.

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Local SEO Tips, More Creepy Ads & Google’s New Analysis Product

What’s New This Week?

Google’s Big Announcement

Google’s launching a new product, but coverage has been a mess of marketing gobbledygook. Here’s my nonprofit-friendly translation. If you track what traffic sources (Facebook ads, Google searches etc.) are leading to donations and other actions on your website, you probably do so with “last click attribution.” That means, you attribute credit for the donation to the most recent way the user entered your site. Google Analytics currently has tools to address this, but they are confusing and not too useful. But more is coming! It’s called Google Attribution. (But for now, it really only works with Google AdWords and DoubleClick campaigns. So get ready to better understand your Google AdWords grant use.)

Creepy Advertising Story of the Week

I’m starting to think that this can be a weekly feature in Bee Update. We’ve covered the perils of overly-personal ads before, but I have to share any piece entitled “Hey Instagram, Don’t Tell Me When to Freeze My Eggs.” Go ahead and bemoan the state of targeted advertising with Wired.

Topping Your Local Search Results

Trying to improve your search ranking in your local area? Here’s a read for you. SEO experts weigh in on what’s most important. The top three factors are quality and quantity of inbound links, on-page content (got your keywords?) and the rate of click-throughs on your search listing. Read some more in Search Engine Land.

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