Tactic Lab®

JOIN AT https://lnkd.in/gwxqZbV3 // FREE LUNCH-AND-LEARN WEBINAR // Resisting the cookiepocalypse hype: What do I really need to care about in digital marketing? If you’ve done any digital marketing over the last 3 years you’ll have seen a constant set of opinions, suggestions and “are you ready?” guides about the upcoming deprecation of 3rd party cookies. There’s a lot of info out there but when we talk to clients and website owners they usually tell us they’re still confused. While not a comprehensive guide, this session aims to clarify and help you work out what actions (if any) you should take.

// TACTIC LAB // Passionate about digital analytics and marketing? Looking to add some exciting projects from a range of local + international brands to your week? We'd love to meet you. 🤓 https://lnkd.in/gzuFJ7mT

// BIGQUERY TIME SAVERS // If you're using the GA4 BigQuery export to report on your campaign performance, here are a couple of things we found AT Tactic Lab® that might save you time: 1.) If a user clicks on an ad with UTM tags, when they land on your website, GA4 may extract these values into parameters like source, medium and campaign, but not always. So you might need to use BigQuery to extract these yourself from the URL. 2.) If a user clicks on a Google ad with auto-tagging, GA4 sometimes uses this to fetch the actual campaign name from your Google Ads account, but in our experience this usually does not happen. So you might want to also manually add some UTM tags to your Google Ads just for BigQuery reporting. This does not affect your GA4 interface reports. Less time extracting reports means more time for fun things like analysis and coffee! - Enjoy! ☕ 🤓

// ADVERTISING // YouTube has announced that Shorts-only ad placements are rolling out of beta to more advertisers. This means that you'll now have the ability to choose Short ads as a video format, integrate them with in-stream ads and combine them with in-feed ads. The feature will become available to all accounts over the coming months. Resembling reels, stories and tiktok videos, the fact that YouTube is opening up Shorts for more exclusive advertising is a testament to how quickly the format has gained popularity on the platform. So, if you're looking to get your brand in front of more eyes, Shorts-only ads might be worth exploring! https://lnkd.in/gjKx6PVg #YouTubeShorts #Advertising #VideoMarketing

// ADVERTISING // If anyone reading this is still running ad campaigns without a frequency cap, check out this study of what happens when you bombard people! - 83% of participants were convinced the repetition was intentional. - 68% blamed the brand for the repetition. - 16% drop in purchase intent for those who saw same ad 6+ times. Read the full article here: https://lnkd.in/g3dMjDsX

// SECURITY IN DIGITAL // The elephant in the room of security is growing each month, and even small businesses with a digital presence are starting to take notice. It’s great to see more businesses taking security seriously, but the number of options available can be overwhelming. As a small business that relies heavily on our digital presence, we recently updated our security policy at Tactic Lab® and wanted to share some tips based on our current practices. If you’re looking to keep best practices and don’t know where to start, take a look at our window into what a small business like ours can do. Stay safe out there! https://lnkd.in/gzAGeK3u

// LINKED IN CONTENT // The new Immersive Reader functionality on LinkedIn-hosted articles is here! 📖 This update brings a range of new features for easy readability and accessibility. Check out the details here: https://lnkd.in/gfkyMcZi It's a great time to try publishing articles on LinkedIn if you haven't yet. This functionality update is also a reminder to ensure that our own websites prioritise user experience. If we are mainly serving content to users but haven't looked into text-to-speech or text settings, our websites may be falling behind.

// ANALYTICS // Are you hitting limitations and/or road blocks with the new GA4? It's important to remember that there are other analytics options that might be better aligned with your organisation and how you measure success. GA4 aims to provide a tracking framework that is suitable for most users. So you might find that their recommended event names, parameters and attribution methods aren't the best match for your specific needs. The tool is highly customisable, but if you'd like to learn more about potential alternatives, this Google Sheet by Jason Packer is great for getting familiar with some other analytics tools, as well as seeing who has the bigger market share. It's important to stretch GA4 to your use case, but trying another tool wouldn't hurt. Let's not limit ourselves! Take a look at the sheet here: https://lnkd.in/e-BB75p8

// BEHAVIOURAL ECONOMICS // Agree with Rand Fishkin -- when a client wants to add a "how did you hear about us" question to a form we often try to talk them out of it, here's why https://lnkd.in/e5B2tnnr