🔔 Your Google Analytics data is about to be deleted. Wait, WHAT?

Estimated read time: 4 min, 57 sec

In this week’s letter 📨:

• 🛑 Google is killing Universal Analytics. Are you ready?

• 🏋️‍♂️ Struggling with attribution post iOS14? Use these tools to do the heavy-lifting.

• 🔥 Your TikTok crash course in 23 sentences.

• 💵 #FeaturedAd - Slimfold

• 🏠 #BrandedCatalog Spotlight - The Decor Kart

If a friend forwarded this to you, subscribe so you don’t miss anything! And don’t forget to follow us on Twitter.

Do This Before You Lose Access to Google Analytics

Okay, stop. Don’t panic.

Google recently announced that the current version of its analytics setup (known as Universal Analytics or UA) will be discontinued and users will have to mandatorily transition to GA4.

So what is GA4? Very simply, GA4 is Google Analytics 4, Google's 4th iteration of its analytics platform.

While it has been the default analytics setup since October 2020, GA4 will be the only option starting July 2023.

What does this mean for your business?

It means that the existing Google tool will stop recording new hits or visitor entries from July 2023.

2023? Phew! So why bother now?

Well for one, you want to give yourself time to complete the GA4 setup, test it, and ensure that everything is working correctly.

Doing this earlier than later gives your team to learn the tool, while you still retain the ability to track current analytics with UA.

Additionally, GA4 can track user activity across devices. This means that the new analytics can give you a more accurate picture of exactly how and where your customers are buying from you and what their journey looks like.

Want to know more about how GA4 differs from the Analytics you’re used to? Read all about it in our blog post here.

The Best Tools for Attribution and Measurement Post iOS14

One of the worst things about iOS14 and the resulting changes is the effect it has had on Facebook’s measurement and attribution.

Simply put, it’s getting harder to measure how well your campaigns are performing OR attribute where your sales are coming from.

So how do you get an accurate picture of your account’s performance, or make decisions to kill or keep campaigns?

Unfortunately, there’s no catch-all solution anymore. So what do you do?

The truthful answer is that you now have to triangulate data using multiple sources.

How? This blog deep dives into how to get better data.

Tl;dr? Here’s a quick summary. Only because we love you. 🫶

Phase 1: i) Last-click attribution tools - As the name suggests, these tools show you the last touch before a user decided to purchase from you.Recommended tool: Google Analytics (GA4)ii) Post-purchase survey tools - These tools send out follow-ups, surveys, etc., and use your shoppers’ data to learn more about them. Recommended tools: Iterate, KnoCommerce, or Enquire

Phase 2: Multi-touch attribution (MTA) - An extension of last-click attribution, MTA takes into account your shoppers’ interactions with your brand across various channels and media, helping you decide just how effective each channel is.

You can also layer in omnichannel measurement here to understand effectiveness across your online and offline media. These can be of two types, rule-based or data-driven. Recommended tools: Google Analytics Data Driven Attribution (GA4), RockerBox, NorthBeam, or TripleWhale

There are 2 more phases for advertisers looking for greater clarity about their data; Media mix modeling (MMM), and Conversion lift and Geo-based measurement.

Want more details? Read here.

Want to Run Ads on TikTok? Start Cashing Out With These 23 Tips

Thinking of signing up for an online course to learn about TikTok?

DON’T.

Seriously, save your money and your time.

Here’s a Twitter thread by @timduncaan that’ll give you a crash course in how to make TikTok Organic work for you.

For FREE.

Don't thank us till you start counting your cash! 🤑

#FeaturedAd - Slimfold

Brand: SlimfoldCategory: AccessoriesFormat: Single Image/Story

Caption: 🙌 The Perfect Wallet. Durable, stylish, water resistant, and ultra-thin. Made in San Francisco since 2009.Headline: Voted Best Slim Wallet of 2021 by Wirecutter

WHY IT WORKS:

Need more proof that social proof works? Look no further. This ad by Slimfold uses a featured review by Wirecutter to showcase their latest accolade: their award-winning wallet design.

The ad visuals and copy are attractive, simple, and to the point. The ad is made for story placements and looks like a full-page featured ad. While the in-image text and headline show off their review, the ad caption underlines their main selling points like durability, water resistance, and style.

If you’re in the market for a wallet or have ever fussed over bulky wallets that just don't fit right in your trouser pocket, there’s no way you won't stop scrolling to pause and look at this ad.

Branded Catalog Spotlight - The Decor Kart

Brand: The Decor KartCategory: Home AccessoriesTemplate type: Lifestyle images with reviews

WHY IT WORKS:

• The dark panel on the left stands out in the product feed and brings focus to the product images.

• Lifestyle images make it easy for shoppers to visualize the products in their homes.

• Reviews are automatically pulled in from the store, and products without reviews are excluded from the catalog.

• Social proof helps build trust at second and third touch during the purchase journey.

Get complete control over your product feed with Socioh’s Branded Catalogs. Learn more here.

Why am I getting this newsletter?

The world of advertising is evolving fast, and keeping up with it all can be exhausting.

This is why we deliver what you need to know - and only what you need to know, once every week. So you can make the wisest decisions about your ads.

This newsletter is curated by Socioh.

Don’t want to receive this email? Just unsubscribe using the link in the footer and you won’t hear from us again.

Join our FB group for pro tips & insights about Facebook advertising.