RECENT CHANGES IN GOOGLE AND FACEBOOK THAT AFFECT CAMPAIGN TRACKING
Since the IOS 14.5 update on the iPhone, released in April 2021, you can choose not to share user data with Apps installed on the phone, calling into question Facebook's entire advertising system and ecosystem of Apps.
Alongside this Google is also working on profound changes to the way it shares Cookie data through browsing in Chrome, the most widely used browser in the world. Already last year Chrome announced its intention to remove support for third-party cookies.
The reach of these measures for advertisers is already visible, having made a huge impact not only on conversion tracking, but also on campaign results.
Just to cite one fact, the AdExchanger article of May 10, 2021 shows that two weeks after the launch of IOs 14.5, the percentage adhering to data sharing on iPhone with other Apps is only 15% worldwide, reaching 5% if only the United States is analyzed, according to CNET site report.
1st Change: Conversion window:
On article published by Facebook here, Facebook clearly states that after the changes are implemented, the attribution window will change and: ?we?ll no longer be able to support reporting for 28-day click, 28-day view and 7-day view windows in Ads Manager and Ads Reporting?This profoundly changes the way we analyze the success of our Facebook Ads campaigns.
If the average time to purchase a product or service from your company was longer than 7 days, and the user was first impacted by your campaign on Facebook or Instagram and clicked to learn more, but didn't buy until 10, 15 days later by going directly to the company's website, Facebook will no longer record the conversion as being attributed to the campaign that generated the click/contact with your product/service initially.
2nd Change: Event Limit
Another important change, and one that should notably impact campaigns with a conversion objective and will also make it harder to understand the user's purchase journey, is the new limit of web events that can be shared from a site with Facebook Pixel, which are now 8 per domain, and previously could be up to 40 events.
Imagine you are working on conversion campaigns for an e-Commerce. Usually, we take these 5 events into account: Purchase, Add Payment Info, Initiate Checkout, Add to Cart, View Content. Sounds OK for most e-Commerce, but if we're talking about a more complex strategy that needs to measure custom events, like newsletter subscription, site registration, time on page (higher engagement), or even having more than one Pixel installed on the same domain, you'll have to choose 8 to prioritize and only those 8 events can be used in campaigns with a conversion goal.
3rd Change: Delay of logging conversions
Additionally, real-time conversions are no longer possible, and the delay can be up to 72 hours if the user uses an iPhone with IOs 14.5 or above. And with more and more people denying data sharing with other apps, including Facebook, Instagram and WhatsApp, this will fatally damage your remarketing campaigns and make them more expensive.
A classic example is remarketing to those who added products to the shopping cart but didn't buy, or who started the checkout process but also didn't advance. These are ?hot? remarketing audiences for e-Commerce that become smaller, for the reason that I explain below, as well as the ideal timing of the campaign with the goal of conversion can be lost.
4th Change: Reducing the size of Custom Audiences Targets
LAL (look a like) audiences will also decrease, which are generally the audiences that generate the best results at the lowest cost. Precisely because much of the IOS users are refusing to share data.
5th Change: Growing Importance of your Digital Assets
All this sounds pretty scary and a big threat to the effectiveness of paid media. However, we cannot ignore that a company's digital marketing is not only made of paid media, and other tools such as SEO, CRM and Email Marketing can contribute to increase the effectiveness of campaigns.
This is because it is possible to upload from the company/public databases and communicate without restriction with this public.
In this sense it becomes essential for the company to have tools and solutions that can feed the database, such as blogs, newsletters, subscriptions, e-commerce profiles or even the customer data from physical stores.
More than ever we can state that it is essential for companies to have a creation and management policy for their ?digital assets?
6th Change: Ending Dependence on International Platforms:
All of us, business owners or digital marketers who work with paid media, pay to use the data collected by the platforms. They are the engine that drives the effectiveness of our campaigns, and this is how we can show our ads to the right people, at the right time, with the right message, in the most accurate way possible.
Regardless of what kind of products or services we sell, if we do indeed use digital channels to communicate, then we need to seriously think about implementing a policy of capturing leads, of managing that data with a appropriate CRM to their needs, and of a constant communication with these leads, according to their specificities.
7th Change: The rebirth of old friends - SEO and Email Marketing
I do not intend to get into the discussion that E-mail Marketing is ?dead? or SEO ?died? This has been discussed for over 10 years, with experts considered ?gurus? to ?kill? strategies in digital marketing, but these two strategies, when well applied, and in addition to paid media...never made more sense.
If you have a brand, a product or a service, communicating effectively in the digital world requires the correct integration of all these strategies. A separate one doesn't work by itself, and that's why the Gigantic Digital Growth believes and advocates this integration so much. We start by doing our homework at home.
In 6 months on air we are already with two important keywords for our business in the Top 10 Google ranking, with 6 in the top 20 and 14 in the top 100 for Portugal, ahead of many Digital Marketing agencies with many years of market.
We also pay a lot of attention to the performance of our website, its usability on mobile and suitability to the best practices of the market. Yourselves can check in the free tool from Google itselfthe Page Speed Insights. This is a constant, daily work, and taken very seriously by the whole team, and celebrated too.
Our human capital, by the way also our team, is formed by professionals with decades of experience. I myself have over 20 years of experience in the digital world as a Digital Marketing professional and e-Commerceand more than 25 as a user. One of Gigantic's partners and CEO has more than 15 years of experience in branding agency, events and in others in countries like Portugal and Angola, having done successful works in countries in Europe and Africa that have earned him several awards over the years.
In our last paid internship selection, we selected two people from more than 200 CVs we received, after thorough analysis. And the first step for the new hires was intense theoretical and practical training, because we make sure they absorb the best practices in the global market, namely in the United States and Brazil.
We invest in the world's best tools for Business IntelligenceWe already have a case in which in 1 week of the client's new site on air, we were able to be with 7 keywords in the Google ranking for Portugal, work that will be replicated to Angola.
For this specific client, we just started the paid media work, and after a few weeks, after analyzing all the data and doing all the possible optimizations, we will release the results right here on our Blog.
CRM, QUALITY CONTENT AND LEAD SCORING. HOW CAN THIS HELP YOUR BUSINESS?
It's been many years that say you have the best product or service, even more so when what you have to offer is close to a commodity, examples: iPhone 12 Pro Max with 128gb, mouse Logitech MX Master 3, LG TV 55un7100, or even, 24 hour unclogging service, veterinarian with home care, is not enough to attract the attention of your consumer audience. You have to prove it with content, you need to have authority in your niche, be expert, the top or any other term that conveys this.
And the type of content goes through dozens of possibilities: positive reviews, and also negative (with due response), regarding good service, speed of delivery. Blog articles analyzing reports on your market, launches, product comparisons, success stories, trending topics, best practices. Talking to your target how to solve a certain issue, respond to the desires of a ?pain?, without necessarily offering something in exchange for money.
If you haven't originally gotten that from your customers (reviews for example) or developed by your company/team, you're a long way from being ready to create engagement and monetize with your acquired digital capital (leads). But it can be worse, which is the case of not having know how, experience and also vast theoretical knowledge to be able to talk about your products / services and your market with property and authenticity. In this second case, your path to success in the digital world, and I say even in the physical, because the world is increasingly Phygitalit's quite far away, and I advise seek help.
If we consider your case to be the former, the need for a CRM to automate the entire process based on a logical rationale that makes sense to your eventual customers, you're running a marathon tied to a pretty big rock.
With a good CRM tool and well defined processes implemented in the platform, you will be able to leave that big stone behind and start to really compete so that your prospect becomes a customer and, following a good job, a loyal customer, in which the LTV (life time value) will ensure the financial health of your company and its success. And this is where the subject of Lead Scoring comes in, which I venture to say that in Portugal is really something very rare to see.
Going back to the example of our client who we recently launched their new website, we jointly developed a matrix for classifying leads into 3 levels, and considering 5 different data variables from the lead capture form.
Each lead classification level initiates a different automated process of email content delivery sequence for both the lead and the internal sales team. After all, we can't treat 20% of our leads that generate 80% of the company's invoicing the same way we treat the 80% of other leads. And here it's not a matter of treating different ones differently, but treating them fairly with the sales funnel in mind.
A lead that we classify as still being in a very distant moment of conversion needs different content than a lead that is already at the bottom of the sales funnel. The type of information that each one needs is different, and sending the same type of content to everyone is bad not only for your company, but also very bad for the lead, because he will have the feeling that you failed to understand his real needs.
With Lead Scoring, the increased engagement of that ?cold? lead with your email marketing content, website etc., we may be able to see that his score is increasing and thus lead him into a new tailored content delivery automation flow, which tends to go towards the bottom of the funnel, that is, closer to the moment of conversion from lead to customer.
AND WHAT DO I WANT FROM YOU AT THE END OF THE READING?
I realize that all of this can mess up a business owner, entrepreneur or service provider's head quite a bit, but what I want you, the reader, to realize is that your business increasingly relies on technology, data and the right interconnected tools, thinking and working towards your business.
And beware, there are no formulas to make copy/paste here, although many professionals and agencies sell this illusion. It takes a lot, a lot of planning, thorough research, integrated implementation, correct data collection and tracking of conversions and touch points. Then it's all about feeding the automation wheel, however, without ever forgetting the component of human analysis on the data, to turn data into insights, and insights into implementation of optimization improvements.
Gigantic Digital Growth and its entire team is very proud of the work that is developing, but never satisfied with the results, we are always looking for more and better.
Felipe Girãowith valuable contributions from Karyna KozitskaJunior Analyst at Gigantic, and a very important part of the Our Team.
PPC Manager and CRO Specialist at Gigantic Digital Growth. She has an MBA in Strategic Business Management and Specialization in Digital Marketing from Escola Superior de Propaganda e Marketing (ESPM Brasil).