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GA4

Google Analytics is golden standard for tracking website and marketing performance. Over the years, Google has released more versions starting with:

  • Google Analytics: The very first instance of Google Analytics, which came out in 2005
  • Universal Analytics (UA): The new and improved version of Google Analytics that came out in 2012
  • Google Analytics 360: Software suite that, in addition to Universal Analytics, provides Tag Manager, Optimize, Data Studio, Surveys, Attribution, and Audience Center. Came out in 2016.
  • Google Analytics 4: The latest version of Google Analytics, which came out on October 14, 2020.

Google has made additions and improvements to the platform, and Starting July 1, 2023, Universal Analytics will be replaced by Google Analytics 4.

The official announcement is “On July 1, 2023, standard Universal Analytics properties will no longer process data. You’ll be able to see your Universal Analytics reports for a period of time after July 1, 2023. However, new data will only flow into your GA 4 properties.”

Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies.

Meanwhile, Google Analytics 4 operates across platforms, does not rely exclusively on cookies and uses an event-based data model to deliver user-centric measurement.

Google Analytics 4 is designed with privacy at its core to provide a better experience for both our customers and their users. It helps businesses meet evolving needs and user expectations, with more comprehensive and granular controls for data collection and usage.

Importantly, Google Analytics 4 will also no longer store IP addresses. These solutions and controls are especially necessary in today’s international data privacy landscape, where users are increasingly expecting more privacy protections and control over their data.

If you run Google Ads refer to Google’s page on how to switch to Google Analytics 4—which breaks the process down into 12 steps with effort levels indicated for each step.

AWARENESS IS CRITICAL WHEN IT COMES TO BRAND BUILDING

Compared with the alluring, immediate results of conversion-oriented marketing, brand building is slower to generate tangible returns. The returns, however, are meaningful—and measurable. In terms of actual sales, Nielsen’s experience base shows that on average, a 1-point gain in brand metrics such as awareness and consideration drives a 1% increase in sales. While it might be easy to dismiss a single percent as immaterial, a 1% return on sales of $1 billion equates to $10 million, which is far from immaterial.

Source: Nielsen
link https://www.nielsen.com/us/en/insights/article/2021/when-it-comes-to-brand-building-awareness-is-critical/?utm_campaign=Corporate_Marketing&utm_medium=Email&utm_source=SFMC&utm_content=Newswire_Newsletter&utm_id=06_16_2021

3 most common mistakes on Instagram you shouldn’t do

#1 Buying followers

Popular companies work hard to build a strong presence on this social network, so that by purchasing your way to the top you will do no favours.

As an experiment, Hotsuite created a fake account and bought an Intsagram  followers to find out what would happen. The survey showed two main things with this tactic:

1. Engaging followers (engagement) has been flat. Although the first day there were 1000 followers, the content that was posted did not receive any  comments.

2. Risky audience. By examining the followers, there was a conclusion that it was mostly teenagers who published  some inappropriate content. These are not users that the brand wanted to connect to.

Instead of purchasing audiences, it is better to make a deliberate strategy, set smart goals, publish good content and engage the audience more.

#2 Ignoring numbers

When you create an account, it can be tempting to start setting up announcements and not looking too much at the response that the announcement has caused. But in order to use the full potential of Instagram, you must pay attention to the numbers. You can judge what type of content goes through the audience, which is the best time for announcements, or what headlines  triggered  highest engagement in the audience. All of this can be of great benefit when you want to spread awareness about your brand and develop business with social networks.

What should be measured on Instagram ?

  • number of followers, growth and their loss
  • their engagement ( lines and comments)
  • Use of your #
  • CTR for your URL in the description
  • Mention (How many others mention in your announcements)
  • Announcements Frequency
  • the demographic characteristics of your audience
  • the time of engagement of audiences
  • sales through Instagram (by creating a special Instagram coupon)

One way of following it, is certainly a Insights section on the account, which provides insight into who your followers are, when they are online, etc. You can also see Insights for individual announcements and Story.

Although numbers and statistics have not measured your success on Instagram, they can certainly help you to get the indication that you are doing something good or bad.

#3 Too many promotional activities

As with all other types of promotional tools and other social networks (especially Facebook), the constant imposing of its brand on Instagram is actually a way to keep the audience away.

If you have a product or logo in each picture, the followers will start to lose interest. Instead, try to do something more subtle, try to display interesting content with the values that your brand represents. If you’re not sure how to do this the best way, hire professionals to run your social networking profiles. You can also write a course from digital marketing and spread your knowledge.

For example, IKEA in Canada created an account that shows pictures of employees of people, the community they work in, the lifestyle content that they have in a subtle way closer to the audience and their products. This also builds a visual display of the brand showing how the products can look in reality.