Navigating Marketing Analytics in a Cookieless, GDPR-Compliant World

July 22, 2023

The General Data Protection Regulation (GDPR) has transformed the way companies can track and analyze user behavior, particularly when it comes to cookie usage. Many of us are grappling with this change, trying to reconcile privacy regulations with the need to measure marketing campaign success.

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Primary and Secondary Conversion Actions in Google Ads

July 18, 2023

Understanding conversion actions is key to optimizing your ad campaigns. In Google Ads, these actions, which are the steps you want your customers to take, are grouped into conversion goals. To help further refine this process, Google introduces the concept of primary and secondary conversion actions. So, what are they, and how do they differ? Let's explore.

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How to Create Facebook Ads Audiences Based on Customer Lifetime Value: a Step-By-Step Guide

July 15, 2023

As marketers, we all strive to target that elusive most profitable customer segments with our ad spend. This is where the concept of Customer Lifetime Value (LTV) comes into play. LTV is a crucial metric, providing insights into the total revenue a business can reasonably expect from a single customer account. It considers a customer's revenue value and compares it to the customer's predicted lifespan. By integrating LTV into your Facebook Ad strategy, you can optimize your ad spend and increase ROI. With Able Customer Data Platform (CDP), it's easier than ever to integrate LTV into your Facebook Ad audiences.

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How to prevent your analytics from being blocked

June 21, 2023

Modern marketers are facing challenges in capturing and analyzing user data due to ad-blockers, privacy concerns, and regulations. This blog post clarifies that the data blockage from ad-blockers is often overstated and highlights the impact of cookie consent design on data loss. To improve data capture, the post suggests two solutions: directing all paid traffic to Call-to-Action pages and integrating with ad platforms' APIs. It also advocates for server-side conversion tracking. Lastly, the post notes that ad saturation due to high competition may impact Return on Ad Spend, pointing out that it's crucial to understand these nuances and deploy innovative solutions for informed decision-making.

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Creating a Google Analytics 4 Report for Conversions Based on Date of Acquisition

May 1, 2023

Google Analytics 4 (GA4) offers a powerful way to track and analyze user interactions on your website or app. With GA4, you can create custom reports that focus on different aspects of user behavior. In this blog post, we will guide you through the process of creating a GA4 report that displays conversions based on the date of acquisition, rather than the date of conversion. This approach provides valuable insights into how well your marketing efforts are performing in terms of acquiring new customers and driving conversions over time.

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Migrating from Universal Analytics to Google Analytics 4: An In-Depth Guide

April 20, 2023

Google Analytics is a popular tool that businesses use to analyze their website's performance and user behavior. With the recent release of Google Analytics 4 (GA4), many businesses are now considering migrating their existing Universal Analytics (UA) integrations to take advantage of GA4's new features. In this blog post, we will guide you through the process of migrating your Able CDP integration from UA to GA4, addressing potential concerns and highlighting the benefits.

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How conversions can be tracked without third-party cookies

February 26, 2023

With the ever-changing landscape of online tracking, it can be difficult to keep up with the latest developments. In this article, we explore how third-party cookies, first-party cookies, and other tracking techniques are used to track and attribute conversions and how browsers are responding to these techniques. We also look at how these techniques are affecting the way advertisers and social media networks are able to reach their audiences.

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Everything you need to know about conversion APIs

October 31, 2022

In the recent years ad platforms such as Facebook Ads (Meta) and Google Ads began to introduce and promote use of the conversion APIs, allowing advertisers to send more details about their conversions. This article describes how conversion APIs work, why their use is essential and how different implementations can affect their performance. It describes common pitfalls why conversion APIs may not have delivered the desired result and documents approaches to fixing this.Facebook's study has shown that correct use of Conversions API results in increase of CPA by 13% and lead to sale conversion rate by 20% on average; the average is misleading as the figure is funnel dependent. Some funnels may already track all conversions correctly without Conversions API. Others may gain up to a 7x RoAS (return on ad spend) increase and doubling number of tracked conversions in other funnels in our experience.

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How to import offline conversions into Google Analytics

October 13, 2022

Importing offline conversions is essential for understanding customer journeys, sales sources and ROI and reporting on multiple touchpoints in many funnels. Google Analytics 4 allows to report such conversions by uploading them. This can be done using manual offline events import or using an API integration. This blog post outlines both approaches.

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SaaS Conversion Funnel Tracking

September 29, 2022

SaaS businesses present unique set of challenges for tracking conversions in a sales funnel. This report breaks down a typical SaaS conversion funnel into common stages, highlighting common challenges on each and discusses tracking implementation that is able to resolve these challenges

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How to automate Google Ads Customer Match with Google Ads API and forget about manual uploads

July 15, 2022

Automating Google Ads Customer Match using Google Ads API simplifies managing Google Ads audiences and improves effectiveness of Google Ads targeting optimization. This post summarizes different ways Customer Match is used, which is better for an ongoing campaign and provides step-by-step instructions to automate Customer Match using Google Ads API.

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Two steps to succeed with your start-up during the economic downturn

May 26, 2022

Businesses that are yet to turn a profit are facing unprecedented pressure to start sales. With fundraising becoming hard or unattainable and cost-cutting measures doing more harm than good, entrepreneurs are left with growing profitable sales as the only viable options. For most businesses at this stage surviving will take two steps: 1) achieve product-market fit and 2) extend the runway enough to get to profitability before money ran out.

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Google Ads Customer Match November 2021 Updates

December 22, 2021

Google announced updates to Google Ads Customer Match availability and Google Ads API during the last few months. These updates aim to improve reporting that was affected by the April update, which removed unique click identifiers from IOS traffic to comply with Apple App Tracking Transparency restrictions. This post explains what changed, how Google improved reporting by the Customer Match roll-out and Google Ads API v9 changes and what advertisers can do to understand sources of their sales while staying compliant with Apple tracking restrictions.

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Two Reasons Why Your Facebook Conversions API Integration Doesn't Work

August 20, 2021

Conversions missing from Facebook Ads Manager is a common issue that many Facebook advertisers are facing. In this article we try to highlight two most common yet obscure reasons why transactions may be missing from Facebook and offer ways to solve Facebook tracking and attribution.

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WBRAID and GBRAID: Google Ads Conversion Tracking Post IOS 14 (updated May 2023)

May 20, 2021

To comply with Apple App Tracking Transparency restrictions, Google had to start sending WBRAID and GBRAID parameters instead, providing anonymized way to track ad conversions. In this post we discuss the implications, what it means for tracking and how Able CDP can be used to keep tracking conversions for Google Ads traffic without GLCIDs.

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First Click Attribution In Google Analytics 4

May 13, 2021

Google Analytics 4, also known as GA4, is a new version of Google Analytics. A major difference many website owners and web marketers notice is its sole reliance on last click attribution. It results in unexpected traffic sources shown for meaningful conversions that happen later in the funnel such as purchases.

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How to Track Conversions Outside of 7 Day Window

January 29, 2021

Changes to website conversions' tracking introduced in IOS 14 and WebKit browsers in 2020 affected many businesses with longer sales cycles. Luckily, their impact is limited and improved sales attribution allows to keep reporting sources of sales correctly in most cases, even when conversions happen weeks or months after the initial website visit.

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