The Data Driven Newsletter
​Harnessing Data to Drive Growth
​Volume 11.9.5
September 29, 2023

Reading time: 6 minutes

​

Hey Reader,

Here’s this week’s roundup of exciting news, including a replay of my webinar yesterday, an useful tip for making most out of Meta Ads, and answers to GA4 questions about Google Signals and Conversions.

LinkedIn's New Revenue Attribution Report Shines Light on Dark Social

Now you don’t have to explain “dark social” to your bosses or stakeholders anymore. At least with LinkedIn.

LinkedIn just released a new Revenue Attribution Report that shines a light on dark social. It goes beyond vanity metrics (views, likes, number of followers) to connect marketing efforts to real business impact.

By syncing your CRM data, the Revenue Attribution Report shows how LinkedIn campaigns influence revenue, pipeline, and win rates.

This gives you the confidence to justify your LinkedIn campaign budgets to leadership with hard ROI data. It also provides insights to optimize spend based on the highest-performing campaigns and audiences.

Internal attribution models often fail to fully capture marketing's influence, especially top-funnel activities. But this time, the new Revenue Attribution Report credits LinkedIn's full impact throughout the buyer journey.

For B2B marketers needing to prove value amidst uncertainty, this brings much-needed clarity into how your social campaigns are performing.

​Read more​

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[Webinar Replay] Good, Bad, & Ugly of Google Analytics 4

In yesterday’s webinar, I covered the Good, the Bad, and the Ugly of GA4, and the knowledge and skills you need to amplify the good while mitigating the bad… and eliminating the ugly.

The Good: GA4 gives you more insights about your audiences than you could obtain in GA3. I also showed you how to obtain the resources to safely declutter your GA4 and simplify reporting, so you don’t chase meaningless KPIs.

The Bad: I listed 7 reasons why your reports have data inconsistencies, and how to develop the knowledge and skill to fix them. Our Data Driven community is growing, and every day we get questions pertaining to these 7 reasons. We also have experts answering these questions, and it’s abundantly clear that know what they are doing.

The Ugly: What surprised us the most about the migration. For example, less than 2% of websites chose an alternative analytics platform. Also, most haven’t yet backed up their GA data (both versions) and imported it into a data warehouse like BigQuery. We have resources to help with BigQuery data imports, and a new Analytics ROI Calculator available to our members.

​Watch the replay here​

🎙️ Business Unfiltered Podcast EP #21: How Businesses Are Using AI

Not happy with ChatGPT? Or your prompting skills?

AI can 10x your productivity, but only if you do it right. You can't just use lazy prompts and expect GPT to fill in the blanks. My friend Mercer breaks down beginner AI strategies that are working right now for top agencies in our podcast, Business Unfiltered.

In episode #21, you'll discover:

• How Generative AI aids in business brainstorming
• Real-world examples of AI implementation
• Using AI to fill skill gaps and educate teams
• How Google is replacing traditional office suites
• The importance of prompt engineering
• How to train AI with your existing data

AI adoption is accelerating. Start using it now while it is a competitive advantage to do so. (Soon, it won't be.)

​Listen here​

📊 [Conversions] If You’re Optimizing Your Meta Ads, Read This!

I’m going to let you in on a little Facebook Ads secret.

Optimizing campaigns for clicks and views seems smart, but the problem is you end up attracting lots of bots and tire kickers. So people who actually engage with your ad will be in the minority of the total number of clickers.

Here's a trick from Jon Loomer:

Create custom events for deeper engagement. Track things like time on page, scrolling depth, video views, and landing page clicks. Then you can optimize based on those events, which are real interest signals.

It's like putting out a VIP rope to filter out the riffraff. You attract real fans willing to engage more deeply. So don't get distracted by front-end vanity metrics. Focus on custom events that identify true fans.

Your ROI will thank you in the long run!

​Read more​

💡 Blog Post: Understanding Google Signals & Cross-Device Tracking in GA4

So what’s the fuss about Google Signals? What is it, and what does it really do?

Google Signals is a built-in Google Analytics (GA) feature that allows you to enable automatic cross-device tracking. However, you need to give Google permission to collect data from users who interact on your site with different devices.

From then onwards, you will also get access to other exciting data collecting features. Amongst these are GA Advertising Features and enhanced audiences.

As I’ll show you in this article, it’s super easy to activate cross-device tracking with Google Signals. Just click below to read how.

​Read article​

🎥 YouTube: Conversion Rates in GA4

Conversion rates in GA4 provides valuable insights beyond the default metrics.

If you track multiple custom conversion events, you can see granular rates for each to identify optimization opportunities. Exploring conversion performance by channel, page, and other dimensions in customizable reports can help reveal where to focus your efforts for maximum impact.

Understanding how to access and apply conversion rate data allows GA4 users to move beyond top-line numbers to truly optimize campaigns. This short tutorial shows how to make a few tweaks to find actionable insights hiding behind default metrics.

​Watch video​

See you next week!