VOGLIO Digital Marketing’s Post

The deprecation of third party cookies is coming. That’s a scary thing for advertisers to hear, and it’s made even scarier by the somewhat unclear recommended solutions by advertising platforms. But with the right reporting and attribution solutions, this change doesn’t need to be as scary as originally anticipated. Google, Microsoft Ads, Meta, and LinkedIn are doing what they can to mitigate the impact of this change on its advertisers, and, most importantly to them, their advertising revenue. However, it’s still unclear what impact these changes will have on advertisers, and how much the solutions developed by advertising platforms will be able to mitigate any large impacts to targeting and conversion tracking caused by this change. One thing is for certain and that is that first party data is becoming increasingly important. We’ve spent the last 10 years utilizing our clients’ first party data from systems like #Salesforce, #Mixpanel, #Amplitude, #Hubspot, and other custom CRM/DB solutions to help them understand the value they’re getting from their advertising dollars. We’ve refined our process of connecting our clients’ marketing data to their sales data into one dashboard that shows the full funnel performance of our clients’ ads. While advertising platforms fight over who should get credit for a conversion and have varying methods of attribution, our full funnel reporting has always served as a source of truth in showing the true value of a marketing channel. With the deprecation of third party cookies, it’s expected that in platform conversions will be even less accurate than they are today. In the coming months, the dashboards we build for our clients will be the one steady thing as everything in the advertising world changes. If you’re looking for help with how to utilize your first party sales data to support your advertising strategy through these changes feel free to message me.

On paper, the recently announced Google Ads Data Manager is a marketer's dream: a centralized hub for first-party data, seamless integrations with platforms like Salesforce, ActiveCampaign, and Shopify Audiences, and a promise of a 43% increase in qualified leads (if we go by their initial tests). But here's the pressing question: While Google's is emphasizing the importance of a first-party data strategy (which we agree with) and boasts about the tool's simplicity, the digital marketing community is left wondering - is this the solution we've been waiting for in the post-cookie era? Or is it just another tool that sounds better than it performs? Only time will tell, but for now, it's got our attention. #DigitalMarketing #Cookies #Google #GoogleAds #FirstPartyData #AdTech #DataPrivacy

Navigating the New Era in Digital Marketing: The Post-3rd Party Cookie Landscape 🌐 The digital marketing field is currently undergoing a significant transformation with the phase-out of 3rd party cookies 🍪. This change marks a pivotal moment for how we approach online advertising and data privacy. Redefining 'Cookieless' Internet: The term 'cookieless' has become common, but it's a bit of a misnomer. We're not seeing the disappearance of all cookies, but a shift from 3rd party cookies 🚫, traditionally used for cross-site tracking and remarketing, to a more focused use of 1st party cookies 🛡️. Key Changes and Strategies: 🔑 - Server-Side Tracking: This technology is becoming increasingly important. It's not just about improving data accuracy; it's about enhancing campaign optimization and performance 📊. Server-side tracking allows for collecting and sending hashed customer data (like names, last names, email addresses, phone numbers, physical addresses, and zip codes) to ad platforms. - Enhanced Conversion Tracking and APIs: For Google Ads, Enhanced Conversion Tracking is vital 🎯. Similarly, platforms like Facebook offer Conversion APIs. These tools use the hashed customer data you provide for more effective, privacy-compliant targeting. This method is now being adopted across various marketing platforms. Practical Steps for Marketers: 💡 - Prioritize First-Party Data: In this new landscape, gathering and effectively using first-party data becomes crucial. Develop strategies to encourage users to share their information directly with you. - Implement Advanced Tracking Solutions: Start using server-side tracking and Enhanced Conversion Tracking. These tools are crucial for maintaining data integrity and enhancing the performance of your campaigns. - Educate and Innovate: Keep your team informed about these developments. Training and experimentation with these new tools should be a priority. Community Discussion: 💬 - Share Insights and Strategies: How are you adapting to data privacy and tracking changes? Let's discuss and learn from each other's experiences navigating this transition. In conclusion, the decline of 3rd party cookies is not just a challenge for many; it's an opportunity to innovate and improve our digital marketing practices. By leveraging server-side tracking and hashed user data, we can create more efficient, accurate, and privacy-focused marketing campaigns. #ServerSideTracking #Cookies #DigitalMarketing

Facebook Pixel and Conversions API are powerful tools for tracking and optimizing conversions on your website. When combined with Google Tag Manager (GTM), you can streamline the implementation process and gain deeper insights into your Facebook advertising campaigns. F Here's a brief overview of how to integrate Facebook Pixel and Conversions API with GTM: a Facebook Pixel Integration with GTM: Set up a Facebook Pixel in your Facebook Ads Manager account. Create a new tag in GTM for the Facebook Pixel. Configure the tag with your Pixel ID and any additional parameters you want to track, such as page views, purchases, or custom events. Set triggers to fire the Pixel tag on specific events or page views. c Conversions API Integration with GTM: Set up the Conversions API in your Facebook Business Manager account. Create a new tag in GTM for the Conversions API. Configure the tag with your Conversions API access token and the data you want to send, such as purchase events, lead submissions, or custom events. Set triggers to fire the Conversions API tag on specific events or interactions. e Combining Pixel and Conversions API: Utilize both the Facebook Pixel and Conversions API tags within GTM to ensure comprehensive tracking of user interactions and conversions. Customize triggers and variables to capture specific events or behaviors relevant to your advertising goals. Monitor and analyze data from both sources in Facebook Ads Manager to optimize your campaigns effectivelybo #FacebookPixelSetup #ConversionsAPI #googletagmanager #digitalmarketingexpert #analytics #datatracking #onlineadvertising #ecommerce #marketingstrategy #DataAnalytics #ConversionTracking #onlinemarketing #AdvertisingTips #webanalytics #MarketingTechnology

Who's worried about Google's latest website consent requirements: Google Consent Mode v2? Or the December 23 notice: "Google Search Ads publisher products will begin enforcing consent management requirements on February 1, 2024" A consent management framework can be rather granular.... Do you have one in place yet for your website, ... marketing automation platform such as.. landing pages? What are you worried about, exactly: Your ads won't be shown? You won't get the data that you want for retargeting? You'll miss out on ad revenue? Your site won't be shown? If you've started this, your worry may be: -- You'll get yet another cryptic warning email from Google that it is 'still' not set up correctly, but the email won't actually explain what you must do instead? -- You'll have to now hire a 'data scientist' just to get the consent mechanism on your website right? Or... have you solved it all for your website, with ease, because: ... you have no shopping cart / GTM tags / Google ads, or ... you hired a 'Data Scientist', or ... you have 'one smart cookie'- who has figured this out with a simple plugin or so. Interested in your reality. Let me know if you want some tips and answers in the comments. #googleads #googleanalytics4 #google

🔎 Many clients and prospects ask us about the challenge of evaluating upper-funnel campaigns, given the myriad issues with cross-device and cross-browser tracking. - While numerous companies assert they've resolved this, often they're merely applying empirical coefficients based on campaign conversion rates or impression counts. This method might be a step up from last-click attribution, but can you really entrust millions in monthly investments to such algorithms? 🚀 At SegmentStream, we champion transparency in our core technology. Recognizing the flaws in user-level analytics, we've moved beyond the futile attempts to 'fix' what is inherently broken. - User-level tracking is outmoded, and MMM (Marketing Mix Modeling) doesn't cut it for 99.9% of clients due to its high cost and intensive data requirements. 🔗 Six years ago, SegmentStream shifted the paradigm from user (cookie)-level to visit-level analysis. Instead of trying to stitch together a customer journey—a task that's increasingly impractical—we evaluate each visit separately. Our focus? To meticulously measure the incrementality and impact of each visit, using behavioral first-party data. 📊 In our approach, if a visit is impactful and demonstrates behavior driving towards conversion, it receives a score. This score is immediately linked to the traffic source, preventing data loss from the click. When aggregated, conversions are proportionally distributed across all visits, providing results astonishingly close to reality. 🔬 This method isn't just theoretical—it's been proven through hundreds of incrementality tests across our client portfolio. It provides the flexibility, granularity, and speed of traditional attribution, yet achieves accuracy akin to incrementality tests without the need to conduct them. 🌟 Interested in testing this approach? Comment below, and I can help you conduct a marketing mix audit using this method, so you can confidently step into 2024!

⌨ You put bad data in - you make bad decisions. In his talk at Google HQ in Dublin last year, Marc took us on a journey from manually adjusting bids all the way through to modern day Smart Bidding - and his message was clear that regardless of the way in which you bid, either manually or through automated strategies - if you put bad data in, you make bad decisions. The foundation of any successful PPC campaign - especially one leaning on automation - is accurate, high-quality data. When the data you're inputting is flawed, then your bid strategies, targeting and ultimately, your results, all suffer. Maybe your conversion tracking isn't set up correctly, your audience lists are outdated or your product feed has errors in it - whatever the issues, bad data can lead to wasted spend, poor performance and missed opportunities. 🔎 Regularly audit your data sources. Have changes been made to your CRM or to the tags on site? Is everything firing as it should. 📊 Regular reporting. Do you know how your performance should look from day to day? If not, how are you going to spot any tracking or data issues? Keeping on top of performance regularly is key to keeping healthy data. 🖥 Validate your data using multiple sources. By checking your data in platform vs backend vs Analytics, you should more easily be able to identify any anomalies (and fix them before they become an issue. The effectiveness of your PPC campaigns is only as good as the data you base them on - ensuring your data is accurate isn't just a best practice - it's an absolute necessity! #ppc #ppcchat #google #googleads

💹 Have you ever Questioned why you're not getting the Necessary Information from your Conversion Tracking? 💠 🔄 It's not just you. From obtaining Permissions to Guaranteeing accurate Reporting, many Businesses have Difficulties with Conversion Tracking. On the other hand, doing it correctly can improve your PPC results. To overcome these typical Obstacles and Maximize the Benefits of your Conversion Monitoring, follow this simple Guide: 🔄 It can be Difficult to obtain IT Approval, Particularly when site Performance is a worry. By Centralizing tag Management and Reducing site Impact, Google Tag Manager Streamlines the Procedure. To prevent Interruptions, make sure your IT and design teams are in Good Communication with one another and that Tracking events are steady. 🔄 Your Primary and Secondary Conversion events should be Identified and Prioritized. In order to Track Conversion Values and score leads accurately, you must Connect your CRM. If Conversion Tracking is scarce, make prudent use of revenue data and take into account auto-Bidding and Manual Tactics. 🔄 Give stakeholders Access to Valuable metrics. Pay close Attention to cost, Budget efficiency, Conversions, and ROAS. Ensure that privacy and Consent are obtained for efficient tracking, and Customize your Reports based on what matters most to your Audience. 🔄 Examine Conversion routes for Various hardware and OS Combinations. In order to prevent Distorted data and Incorrectly credited Conversions, make sure users can easily see Proof of their Activities. 🔄 Use UTMs with Tracking Parameters to link leads back to your ad Campaigns in the event that typical Tracking Configurations don't work. A full Understanding of Campaign Performance can be obtained by Combining Analytics and CRM data. 🔄 Incorporate these Strategies to Enhance your Conversion Tracking and Reporting, ensuring you Capture accurate Data and Drive Better Results for your Enterprise PPC Campaigns. 💠What is your Approach to Managing Conversion Tracking in Business Campaigns? #conversiontracking #googleads #facebookads #googleanalytics #googletagmanager #digitalmarketing

Importance of Google Tag Manager (GTM) for Facebook Pixel. Google Tag Manager (GTM) is a powerful tool that allows marketers and website administrators to manage various tracking codes, including the Facebook Pixel, more efficiently and effectively. Here are some reasons why Google Tag Manager is important for implementing and managing the Facebook Pixel: Ease of Implementation: Google Tag Manager simplifies the process of implementing tracking codes on a website. Instead of manually adding the Facebook Pixel code to every page, GTM provides a centralized platform to manage and deploy tags. This can save time and reduce the risk of errors associated with manual implementations. Centralized Tag Management: GTM acts as a centralized hub for managing multiple tracking codes and tags. This makes it easier to organize and maintain various analytics and marketing tags, including the Facebook Pixel. Changes can be made in GTM without requiring direct modifications to the website's source code. Version Control: GTM provides version control, allowing users to track changes and revert to previous versions if necessary. This is crucial when implementing and updating tracking codes like the Facebook Pixel, as it ensures that any modifications can be tracked and managed effectively. Testing and Debugging: Google Tag Manager provides built-in tools for testing and debugging tags before they are published. This allows marketers to verify that the Facebook Pixel is firing correctly and capturing the desired data without affecting the live site. Flexibility and Agility: With GTM, marketers can make changes to tags and tracking configurations without requiring assistance from developers. This agility is particularly valuable in dynamic digital marketing environments, where the ability to quickly deploy or update tracking codes is crucial. Event Tracking: Google Tag Manager allows for the implementation of custom events and triggers, making it easier to track specific user interactions on the website. This is beneficial for optimizing Facebook Pixel tracking and ensuring that relevant actions are captured for better insights. Conditional Triggering: GTM allows users to set up conditional triggers based on specific criteria. This means that the Facebook Pixel can be triggered only under certain conditions, ensuring that data collection is more targeted and relevant to your business goals. More Information: https://lnkd.in/gXCPqWyi #facebookpixel #facebookads #pixelsetup #pixels #facebookads #facebookmarketing #gtm #googletagmanager

I spend a significant amount of time repairing broken conversion events in paid media platforms. Here are the top 5 culprits: 1. Website changes (design updates, domain changes) 2. CRM changes 3. GTM changes (often related to 1 and 2) 4. Trying to run an old Google Analytics tag 5. Integration with tech partner is broken All 5 require conversations with other people on other teams to diagnose, troubleshoot, and fix. The best media managers are those that understand and work well with their media teammates.