Trending March 2024 # Google Shares The Privacy Sandbox’s Most Recent Conversion Tracking Proposals # Suggested April 2024 # Top 11 Popular

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Earlier this year, Google announced that it would not build or use alternative identifiers to track users in replacement of third-party cookies, which are set to be phased out by 2023. Instead, Google has moved forward with testing Federated Learning Cohorts (FLoC), with the goal of anonymizing individual data within larger crowds, or cohorts, of data.

First-Party vs Third-Party Cookies

Before we delve into the details around the proposals, it’s important to understand the difference between first-party and third-party cookies:

First-party cookies are those that are set by the current website that a user is visiting. This allows the domain that a visitor is currently browsing, to store analytics data and a host of other items that can benefit user experience, such as keeping a user logged in, or saving their cart even if they aren’t signed in.

Because the goal of FLoC is to replace the use of third-party cookies, this most recent announcement around conversion tracking focuses on view-through conversions and cross-device conversion measurement, both of which are currently reliant on third-party cookies.

The Most Recent Measurement Proposals

The measurement proposals leverage an API that has the capability to report both event-level and aggregated information. With the goal of preserving privacy, the API uses the following techniques:

Aggregating data that is reported in order to ensure that each person’s activities and identity remain anonymous.

Limiting the amount of information reported about each conversion so that it isn’t possible to expose the identity of the person behind the conversion.

Adding “noise” to the data that is reported, to protect each person’s privacy by including some random data along with the actual data.

Google notes that it is beginning to run simulations in order to better understand how different use cases might be impacted by the various proposals and will be sharing findings in the future.

Tracking View-Through Conversions

The current proposal for view-through conversions leverages the event-level capability of the API to report on conversions that are attributed to ad impressions from other sites across the web.

Advertisers reporting on overall campaign performance could use the aggregate reporting capability, which would allow for more precise information on KPIs without compromising privacy since aggregated reporting keeps identities anonymous as part of a larger group.

Tracking Cross-Device Conversions Keeping Up To Date With FLoC

Sources:

Google’s Announcement

More Details on View-Through Tracking

More Details on Cross-Device Tracking

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Google Adwords Conversion Tracking 101/201/301

Ok class, today we’re moving into graduate level conversion tracking. But we’ll start with 101.

Why is this important? Why does it make me angry when you don’t use conversion tracking?

AdWords Conversion Tracking 101: Ya Gotta Do It

AdWords Conversion Tracking gives you that.

Which keywords produce a return and which don’t?

Which placements?

Which adgroups and campaigns?

Searchers from which geographic areas?

Why Conversion Metrics are Critical

Get into college-level AdWords with me:

But I Use Google Analytics

You use Google Analytics? Awesome. So what? Unless you hook up Google Analytics just right with AdWords, you won’t get the info you need to optimize that granularly. Even if you do, you need to be able to run some of the reports you can only in AdWords and get the Return on Ad Spend (ROAS) or Cost per Conversion data within those reports…

You HAVE to use AdWords Conversion Tracking, too.

Conversion Tracking Code: Where To Stick It

Conversion code must be loaded in an HTML page after the conversion; after the sale in the confirmation page, or after a lead form is filled out in the thank you page. AdWords conversion tracking code is JavaScript that goes into HTML.

In the best scenario, you control the website and can put the code in yourself. If you have to deal with third party web designers or a third party ecommerce system, it can be more difficult. Not all third party systems have a convenient place for you to place your tracking code. Not all third party designers are cooperative. Be a pest.

If It’s Difficult, How Important Is It Really?

Get the code installed and tested. Let key stakeholders know that this is critical to expedite and will hold up all optimizations.

Running AdWords without conversion tracking is like flushing your money down the toilet.

Test Your AdWords Conversion Tracking Immediately

AdWords Conversion Tracking 201: Lead Generating and Ecommerce

Confusion from Multiple Conversion Actions and Cost Per Conversion

Tracking Revenue Values

For revenue based campaigns, use a variable to pass the total revenue into the conversion code. To get the conversion code you can modify for this, when creating a conversion in AdWords, you have to specify a fake value, for example, “1” (see image below) or AdWords will leave out the crucial two lines of JavaScript you need to place your revenue variable in.

We use both Omniture and AdWords for a number of clients. One difference between the two is to what date a conversion is attributed.

Omniture attributes a conversion to the date of the conversion

I won’t go into AdWords’ reasoning for setting it up this way, but important implications are:

AdWords Conversion Tracking 301: Touchpoint Issues

Multiple conversion code on same page

You might not find out until you ask AdWords reps directly, but they do not suggest or support having more than one JavaScript code for AdWords conversion tracking on the same confirmation page.

Sometimes we have to use ecommerce systems that are set up to automatically place multiple conversion codes on the same confirmation page. According to Google, there may be conflicts that will lead to inaccurate conversion numbers and inaccurate revenue totals. Part of this may be JavaScript conflicts or simply a lack of clarity about how multiple codes are attributed on their backend- for example, if there are two, does only the first one count, or do both? AdWords wouldn’t give us any more details here, and recommended we not set things up that way.

Double Attribution and Multiple Touchpoints

Another problem can arise when, even if AdWords attributed the accurate numbers to all placed tracking code, conversions and revenue could get double or triple counted.

Setting up your accounts and website to avoid these can be tricky. In our case, we’re reprogramming the backend of our hotel and golf booking system to be more selective in which conversion code gets dynamically placed in the confirmation page. So custom programming is required to fix this shortcoming in AdWords conversion tracking system.

Brian Carter is the Director of Search Engine Marketing for Fuel Interactive, an interactive marketing agency in Myrtle Beach, South Carolina. He is responsible for the SEO, PPC, SMM, and ORM programs at Fuel and its partner traditional agency Brandon Advertising & PR.

Latepoint Booking Conversion Tracking In Google Ads

Feeling stuck with your booking tracking? No idea where to grab these dynamic values for your conversion? Let’s dive into your tracking case together. 

You run your WordPress webpage and use the LatePoint plugin to manage your appointments. However, you would love to go further and track bookings as conversions together with the prices. 

🚨 Note: Check out our five strategies to analyze your Google Ads data in our handy guide on optimizing Google Ads campaigns.

Here’s a quick roadmap of our tracking setup:

Set up a conversion in the Google Ads account

The first step is to set up your Ads conversion in your Google Ads account. Go to your Google Ads account and navigate to Tools & Settings → Conversions.

Select New conversion action to set up a new conversion. 

Select the first option, which is Website conversions.

Do not feel confused when the system asks you to provide the URL of your webpage. This is a Google Ads update with new steps added to the configuration. Do not hesitate to enter your URL.

Wait for your webpage to be scanned and scroll down to find the option – Add a conversion manually.

Provide all the settings for your conversion action. Do not forget to choose Use different values, as we want to track your product prices dynamically.

Your conversion is set up, and now it is time to choose your implementation option. 

In this guide, we are covering implementation via GTM. Select Use Google Tag Manager, and you would see a conversion ID and label. 

Great! Ads configuration is done, and we can move to the LatePoint settings. 

Add a data layer to LatePoint

Login to your WordPress admin dashboard and navigate to LatePoint on the left side.

Now for the most exciting part. You should copy the given snippet and paste it into the Conversion Tracking field. 

What is this snippet about? We are adding a data layer that contains information about your bookings, such as appointment ID and total price. Since you have multiple prices, you cannot simply track them statically. 

We created this data layer for you, to ensure that the correct variables are provided.

🚨 Note: We are showing how to set up Ads conversion tracking, but you can use this code for any kind of tracking. This would give you dynamic values that you can use in your configuration.

window.dataLayer.push({ event: ‘latepoint_confirmation’, appointment_id: {booking_id}, service_id: {service_id}, agent_id: {agent_id}, customer_id: {customer_id}, total_price: {total_price} });

Create data layer variables

Adding this snippet is not enough, as we also have to do some additional setup via GTM.

Select Data Layer Variable.

Let’s create the first variable for your price. Provide your variable name and save it.

The second variable to be created for your Ads conversion is the appointment ID.

Set up your tag and trigger

Everything is ready for your Ads tag. Copy and paste your conversion ID and label. Add the dynamic variables we have configured earlier.

Set up a trigger. Since we are pushing an event in the data layer, the trigger type should be Custom Event with the latepoint_confirmation as an event name.

Test your implementation

Now for the most exciting part of the whole process: TESTING! Preview your GTM container and make a test booking to see if your tag is firing.

Testing a tag itself is not enough, as we should also check if our variables are working correctly. You should go to Variables and check if the correct values are displayed there. 

If you have reached this point, it is time to pat yourself on the back: You did an excellent job! One small remark: Do not forget to publish your GTM container.

FAQ Why should I track LatePoint bookings as conversions in Google Ads? Can I use LatePoint Booking Conversion Tracking for other tracking purposes?

Yes, the code provided in the blog post can be used for tracking purposes other than Ads conversions. The data layer snippet captures dynamic values related to bookings, such as appointment ID and total price, which can be utilized for any type of tracking configuration.

Do I need to have a Google Tag Manager (GTM) account to implement LatePoint Booking Conversion Tracking?

Yes, LatePoint Booking Conversion Tracking is implemented using Google Tag Manager (GTM). You will need to have a GTM account and access to your WordPress admin dashboard to complete the setup process.

Summary

We have set up an Ads conversion for LatePoint bookings via GTM. Key takeaways from this lesson:

1) The snippet we have provided is the key component here. You can use it not only for Ad tracking but also for your own tracking purposes if you want to grab those values related to your bookings.

2) You should know now how to set up Google Ads conversion tracking and verify if it is working.

3) Tracking is fun!

Another thing that will help you optimize the conversion tracking of your campaigns would be setting up Google Ads enhanced conversions with GTM.

Global Privacy Regulators Slam Google

A global coalition of 10 privacy regulators is chiding Google for taking a lackluster approach to protecting its users’ privacy, singling out the recent launch of the Buzz social networking service as the latest in a string of product rollouts in which the company appeared to treat privacy as an afterthought.

Led by Canadian Privacy Commissioner Jennifer Stoddart, the officials have delivered a letter to Google CEO Eric Schmidt that asks the company to scale down the amount of data it collects about its users and provide more transparent notice about how that information will be used.

“We are increasingly concerned that, too often, the privacy rights of the world’s citizens are being forgotten as Google rolls out new technological applications,” they wrote.

With Buzz, Google was looking to give its Gmail service a social-networking overlay, surfacing connections based on the people with who users wrote and instant-messaged most frequently. But under the default settings, people’s private connections could be made public, sparking outrage from some users and members of the privacy community.

Google moved quickly to implement a series of updates to tighten up the sharing settings on Buzz. But for critics, that cycle only reinforced a troubling pattern of releases that overstep on the privacy front, followed by a groundswell of protest and then, eventually, changes to the product’s settings that they argue should have been included in the initial rollout.

“We remain extremely concerned about how a product with such significant privacy issues was launched in the first place,” the regulators wrote. “We would have expected a company of your stature to set a better example.”

They cited the international rollout of Street View as another instance when Google had to tweak the product to address privacy concerns and certain countries’ data-protection laws.

In addition to capping its data-collection apparatus at the minimum amount of information necessary, the regulators asked Google to ensure that opt-out mechanisms are prominently displayed and intuitive, and to include strong privacy protections in the default settings of new products.

Responding to the letter, Google called attention to the recent initiatives it has launched to provide users with more insight into how their information is collected and options for controlling how it is used. Those efforts include Google’s privacy dashboard, the Ads Preferences Manager and the Data Liberation Front, an engineering division that offers users the ability to manipulate how their information is used across Google’s product lines.

“We try very hard to be upfront about the data we collect, and how we use it, as well as to build meaningful controls into our products,” a Google spokesman told chúng tôi “Of course, we do not get everything 100 percent right — that is why we acted so quickly on Buzz following the user feedback we received.”

Stoddart last year headed up a lengthy investigation of Facebook’s privacy practices, which ultimately prompted the company to update its data-collection policies in August. Then in January, responding to a fresh complaint about Facebook’s site-wide privacy overhaul, Stoddart opened a new probe of the company.

Joining Stoddart as signatories of the letter were the chief privacy regulators of France, Germany, Israel, Italy, Ireland, Netherlands, New Zealand, Spain and the United Kingdom.

In the United States, a group of lawmakers has called on the Federal Trade Commission to open a probe into Google Buzz, echoing the complaint filed in February by the Electronic Privacy Information Center, a prominent privacy rights group.

Kenneth Corbin is an associate editor at chúng tôi the news service of chúng tôi the network for technology professionals.

Tracking The Evolution Of The Project Management

A project manager plays an important role in managing human resources and handling all aspects of a project efficiently. They are mainly associated with the construction and engineering industry, but with the increasing popularity of effective project management, the demand for a manager has been growing exponentially across various industries.

A project manager is known for their ability to complete and deliver all types and complexities of projects in a timely manner. They provide leadership and direction to their teams, helping them navigate the tricky parts of projects efficiently. For the past three decades, the PMP exam has been considered the main qualification for a project manager.

These technologies work with an extensive range of software applications to help managers achieve their project goals while staying within budget and timeline and without wasting resources. Today, the goals of a manager go beyond the basic management process. It’s more about achieving stakeholder satisfaction and ensuring that each process is executed according to the client’s instructions with minimal risk of errors.

Evolution of PMBOK Guide

PMBOK (Project Management Body of Knowledge) is a guide for aspiring project managers that are planning to appear for the PMP exam. Although the content in the guide has changed over the past few years, the primary goal remains the same. PMBOK is one of the most crucial elements of project management. It helps you learn the basics of project management, the emerging trends in this industry, and the latest technological changes and the impact they have on your projects.

The first PMBOK was released in 1996 as a guide that teaches aspiring project managers the fundamentals of management, challenges a manager faces, decision−making, and so on. This guide covers the entire syllabus of the PMP exam.

Four years later, the second version of the PMBOK was released. The guide was filled with more valuable and informative content for the project manager’s growth. It also included practices and techniques which proved beneficial for managers. Then came the third version that included the latest and revised project management processes, improving the project’s lifecycle and making the management part more efficient. This version covered integration, cost, risk, time quality, procurement, and scope management.

The fourth version of PMBOK is one of the most popular editions, as it introduced stakeholders as key players in any project. The guide focuses on how to improve a project’s efficiency and ensure the successful completion of a given project while satisfying the needs of stakeholders and keeping them up−to−date with the project’s status. The PMBOK’s fifth version continued the focus on stakeholders.

Latest Editions of PMBOK

You may have heard of different project management methodologies and their role in improving management and bringing efficiency to all organizational processes. Well, to gain knowledge about project management, you need to check the 6th and 7th editions of PMBOK that introduced agile project management methodologies.

In addition to that, you can notice changes in the techniques, management processes, and other aspects of project management after going over the 6th edition of PMBOK. Among other concepts, it discusses Agile methodology applications. Agile methodology is about dividing the project into several sprints, which can be accomplished more efficiently than traditional management. The 6th edition has also highlighted the role of strategic thinking in project management and how it plays a crucial role in driving business growth.

The latest edition of PMBOK, i.e., the 7th part, was released recently in 2023. This latest version talks about the drastic change brought to the PMP format. The focus has now been shifted to reducing those lengthy guides into shorter management procedures. Now, the section is expanded to cover a wide range of project management techniques, which are efficient, manageable, and generate better results than the previous models.

The syllabus meets the demand for the changes introduced recently in the PMP exam. For example, the most common change in the 7th edition is the increased focus on principles instead of management processes. If you have read all 6 versions, you may have noticed how the focus had always been on the individual tasks. In the last few editions, managers shared techniques and tools that can help you achieve success in different tasks. The latest version, however, focuses more on the project and the final delivery.

What does Project Management Look Like Today?

Today, project management has a broader scope than in previous decades. The latest challenge that nearly all project managers have faced is shifting to a remote and hybrid work environment. As most businesses had shut down during the pandemic, people had to move work to the cloud. Businesses allowed employees to operate work from home so that the work could be continued.

Although the pandemic ended and operations returned to normal, the work−from−home trend hasn’t changed. This has presented new challenges for project management. Communication, for instance, has become the biggest challenge for project managers handling remote teams or a combination of remote and hybrid workers.

Fortunately, we have several tools, like Zoom and Skype, that makes communication easier and allows managers to conduct face−to−face interactions. The role of a project manager isn’t limited to overseeing different tasks, but it’s equally important that you know how to resolve conflicts, give and take feedback, conduct regular meetings, and divide your projects into smaller and achievable tasks. Note that finishing a project requires dedication, hard work, and the right management strategies.

This was all about the evolution of project management and how PMBOK has come a long way in making project management an effective, better, and more cost−efficient process. If you are planning to become a project manager, check the 6th and 7th editions of PMBOK to prepare for the PMP exam.

10 Remarketing Tools For Reengaging & Winning The Conversion

Your team might consider remarketing as a way to reengage with customers to get them to revisit your site, this time resulting in a conversion.

To effectively remarket, businesses must rely on data such as how the consumer interacted with their site and the items they were interested in during their visit.

Remarketing can help your brand interact with a relevant audience.

With Google phasing out third-party cookies, marketers will need to find first-party data to dictate their marketing campaigns better.

Let’s look at some available tools to turn window shoppers into paying customers.

1. Google Ads Remarketing

When you add the remarketing tag to your website, the customers who visit your site become part of an audience group.

Since Google has such a vast user base, you can reach many potential buyers through remarketing campaigns.

Pros:

Easily integrates with existing Google Ads.

Allows for remarketing across Google devices.

Cons:

Ad frequency can become annoying to potential customers.

With changes in policy for cookies, some aspects are still being finalized (ex: Dynamic Remarketing is not yet available on Google Analytics 4).

2. AdRoll

Using AI, they make predictions based on years of experience to help increase conversions and optimize ROI.

It also meets the potential buyer where they left off in the buying process.

Pros:

The interface is easy to learn.

Ads are easily customized and offer a variety of templates.

Cons:

Customer service can be slow to deliver answers.

Lacks real-time reporting.

Pricing: Costs are calculated based on your website’s number of unique monthly visitors. Example: For 5,000 monthly visitors, the price is $72/month.

3. Mailchimp

Mailchimp specializes in engaging with customers through relevant and informed emails.

Through their automation, they can seamlessly send the right message at the right time to remarket to potential buyers.

Mailchimp is unique in setting up customer journeys to control the message sent out along the buying process.

Among the most beneficial for remarketing are the abandoned cart emails that remind customers of items left in their cart.

In addition, product retargeting emails remind people to come back and revisit items they had previously viewed on your site.

The services available through Mailchimp work in the background to help increase sales of your products.

Product recommendations are also built into the remarketing emails, so prospective buyers see related items.

Pros:

Easy to use with tutorials and help resources available.

Free for businesses with less than 2,000 contacts.

Built with small business in mind.

Cons:

Lacks automation for organizing contact database.

Limited templates.

Pricing: Cost is dependent on the number of contacts you have.

For a 1,500-contact plan, there are the following options:

Free Plan (Businesses with less than 2,000 contacts).

Essentials for $23/month.

Standard for $59/month.

Premium for $299/month.

4. ConvertFlow

ConvertFlow prioritizes personalization for customers throughout their entire journey. Through insightful automation, website visitors are tagged and segmented based on their behavior.

This helps target them with the right campaign or email marketing tool to win the conversion.

For returning customers, ConvertFlow offers personalized CTAs, showing relevant products to complete the sale.

This tool also personalizes the journey based on a visitor’s company name and job title to help secure lucrative accounts.

Pros:

Relevant targeting throughout the entire customer journey.

It does not require coding experience.

Cons:

Occasional loading delays.

Comprehensive tools can be overwhelming without adequate customer support.

Costly for small businesses.

Pricing: A free trial is offered for 250 conversions and a 14-day free trial for Pro Plan.

After your trial, choose between one of three plans:

Pro Plan costs $99/month (10,000 monthly visitors).

Teams Plan costs $300/month (10,000 monthly visitors).

Business Plan costs $800/month (100,000 monthly visitors).

5. Facebook Custom Audiences

Pros:

Effective at combating cart abandonment.

Cons:

Facebook users are logging in for social reasons, not necessarily looking to shop.

Specific to a small group of users who have already interacted with your posts.

Pricing: The cost is based on your ad budget, CPC, and CPM cost basis.

6. Criteo

Their technology has excellent product recommendations and can track customers across channels to browse your site and the competition.

Criteo maximizes ROI by predicting when a shopper is most likely to convert.

Pros:

The algorithm works to increase conversions.

Cons:

No free trial option.

Pricing: The cost is based on your ad budget, CPC, and CPM cost basis (similar to Google Ads), so it varies greatly.

7. Fixel

Fixel focuses on remarketing through data-driven tactics, relying on segmentation to ensure your audience gets the right ad to convert.

Using AI, a code is added to your website and can be integrated with platforms you are already using (Google Ads, Pinterest Ads, etc.).

Fixel then helps you zero in on users with a higher purchasing intent.

This tool is fine-tuned for remarketing as it reduces spending on “browsers” and focuses on serious people about your product.

Pros:

Code can be quickly added to the website; a painless startup.

Cons:

A smaller population of people targeted through this segmentation method.

Some knowledge of remarketing is necessary to understand the platform.

Pricing: Self Serve Plans start at $69/month.

8. ReTargeter

ReTargeter offers three products specific to retargeting audiences.

First, similar to other tools we’ve listed, a piece of code is added to your site to help reengage visitors after they have left your site.

ReTargeter is dedicated to user privacy, collecting vital personalized data while using anonymous ids. This keeps the consumer’s data safe while being targeted while they browse online.

ReTargeter also offers search retargeting to reach users who are still searching for products like yours even after they have left your website.

Pros:

Dedicated to retargeting (site, CRM, and search).

Aligns with the latest industry privacy standards.

Cons:

It does not offer a free trial.

Limited customer support.

Pricing: $1500/month, per user model.

9. Wunderkind Audiences

Using this information, this tool creates highly motivated audiences who are likely to convert.

Wunderkind prides itself on identifying audiences with high intent to increase your ROI.

Pros:

Omnichannel data collection gives a clear picture of audiences.

Text message capabilities.

Cons:

It may be too expensive for small businesses.

Pricing: Only enterprise-level companies can use the tool. Reach out for a custom price for your company (on average, you can expect to spend around $10,000 per month).

10. SharpSpring Ads

So, whether you are looking to target audiences from social media platforms like Facebook and Twitter or hoping to win back sales on your website, SharpSpring has you covered.

Pros:

Integrates with Shopify.

Cons:

Basic reporting and analytics.

Pricing: No setup fee; the cost is based on your ad budget, CPM cost basis.

More Resources:

Featured Image: SFIO CRACHO/Shutterstock

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