Loves Data Loves on March 7

Need a quick brief of the most interesting digital marketing news this week? Read on.

Why You Should Use Attribution Modelling in Google Analytics

If you’re working in marketing, you’re no doubt familiar with the fact that website visitors will find your website from a plethora of different places such as organic search, display ads, eDMs, social media and so on. Users typically visit your website multiple times before making a conversion and that’s why identifying which acquisition source drove a conversion isn’t black and white. One way to figure out what channel should get credit is Attribution Modelling within Google Analytics. We’ve put together a how-to guide to using built-in reports so you can start optimising and being more effective and efficient with your marketing reports!

Instagram’s Removed Links to Other Social Channels

Instagram – the hottest social channel of 2016, has begun to block deep linking to other social media channels such as SnapChat. Until recently, Instagram users were able to add an “add me” link to other social networks but now there’s a notification which shows an invalid link. Although there are no clear stats on how many users are affected by this change, it may have an effect on marketers who are trying to cross-promote their social media channels. Don’t worry too much though, you can still link to a website, Facebook, Twitter, LinkedIn or Periscope – so it looks like it’s only Instagram’s direct competitors Snapchat and Telegram Messenger that are bearing the brunt of this change.

instagram profile doesn't allow you to link to external social platforms

3 Million Advertisers on Facebook

Facebook’s taken over the world – and that doesn’t exempt marketers. Facebook now has 3 million advertisers (up 50% from last year), with a large chunk being small businesses and more than 70% outside the US. It’s always been the social media giant’s goal to reach out to the smaller businesses and it’s worked! With the easier-to-use interface updates and the ability to get a good ROI on a small budget, it’s no surprise. In 2016, social channels are often considered an extension of an organisation’s customer service and communications in giving brands more of a personality, which also explains why advertising’s also a hit for marketers.

facebook quarterly revenue and growth rate

Smart Goals Roll Out to More AdWords Advertisers

For the simple reason that Google’s massively reduced the requirements, bargain-basement style. In the past, websites needed 1,000 visits per month to be eligible for smart goals, however, Google’s slashed this to only 500. Plus, the cut-off has been tripled to 10 million website visits, meaning that any advertisers who have between 500 and 10 million visits are eligible to use the tool. Smart Goals aren’t new – they’ve been around for about a year now and are a great “auto conversion” tool for when an actual conversion hasn’t been set up. It essentially uses machine learning to determine who would convert based on sessions, location, device, and time spent on page, as opposed to simply creating a traditional conversion out of the blue, which is pretty cool.

Ad Blockers are Making Money Off Ads

So, it turns out, ad blockers are making money off ads and tracking (cue a stabbing feeling of betrayal). How are they doing it? Although each ad blocking company is unique in the way it monetises, Adblock Plus has an “acceptable ads” program with specific criteria, which, if the ad passes, Adblock Plus will allow the advert to be whitelisted for a share in the revenue. Internet marketers have long been freaking out about the popularity and convenience of ad blocking software, especially after Apple’s 2015 announcement that it would work on iPhones. It’s definitely impacted a lot of non-ecommerce sites (such as those in publishing, journalism or content) that rely on businesses buying advertising space on their website. This information was provided by an article at Wired. To read the whole thing, turn off your ad blocker and click here.