Industry Insights

• No. Don’t “Upgrade” to Google Analytics 4 (GA4). Instead, install it and run it in Parallel.

  May 13, 2022 by in Industry Insights, Marketing Analytics, News Will Scott - Comments Off on No. Don’t “Upgrade” to Google Analytics 4 (GA4). Instead, install it and run it in Parallel.
  

  Don’t “Upgrade” To Google Analytics 4 (GA4) Just Yet Google has been urging Analytics users  – mostly by email – to “Upgrade” to Google Analytics 4 (GA4). At Search Influence, we are installing GA4 but not “upgrading” just yet. No doubt, GA4 will be a great improvement, but there are …
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• Why Advertising Costs Spiked in 2021, Particularly in Q4 (and What You Can Do About It)

  March 17, 2022 by in Industry Insights Jenna Movahed - Comments Off on Why Advertising Costs Spiked in 2021, Particularly in Q4 (and What You Can Do About It)
  

  Key Insights Advertising costs tend to be higher in Quarter 4 for all industries The iOS14 update in 2021 and the pandemic in 2020 magnified these trends in 2021 Plan ahead and anticipate this spike by creating a full-funnel strategy in advance to help offset these costs As we make …
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• 4 Steps to Demonstrate the Value of Your Higher Education Marketing Strategy

  March 07, 2022 by in Higher Education Marketing, Industry Insights Lindsey Schultz - Comments Off on 4 Steps to Demonstrate the Value of Your Higher Education Marketing Strategy
  

  Key Insights: Define relevant SMART goals for your marketing strategy to provide clarity on the results you want to achieve. Utilize research-backed data to demonstrate how your campaign’s messaging and platforms help reach your target demographic. Tailor your presentation to your audience to convey how your strategy helps each stakeholder …
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• How a User Experience Audit Benefits Your Business

  October 21, 2021 by in Industry Insights Courtney Cummins - Comments Off on How a User Experience Audit Benefits Your Business
  

  Key Insights Website user experience audits help businesses retain users and increase conversions. If you understand the data behind user behavior, you can anticipate a user’s needs when designing and optimizing your website. Examine trust factors, content considerations, and device usage when completing an audit. What Is a User Experience …
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• Read This Before You Switch to Google Analytics 4

  September 27, 2021 by in Industry Insights, Marketing Analytics Alison Zeringue - Comments Off on Read This Before You Switch to Google Analytics 4
  

  Key Insights A new version of Google Analytics is available and comes with some major changes. The Google Analytics 4 release is the largest update in the last decade or more to Google Analytics. It impacts the way users are tracked and the way their behavior is reported to us …
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• What is OTT and CTV? A Marketing Manager’s Guide to Advertising on Long-Form Streaming

  September 16, 2021 by in Healthcare Marketing, Higher Education Marketing, Industry Insights Shira Pinsker - Comments Off on What is OTT and CTV? A Marketing Manager’s Guide to Advertising on Long-Form Streaming
  

  Key Insights Consumers across all age groups have embraced streaming tv shows and movies. Advertising on streaming services offers many benefits over traditional TV advertising, including robust targeting and measurement, including individual or household information. By leveraging OTT, you can reach consumers with messages across multiple devices and platforms, truly …
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• Four Steps to Adapt to Apple iOS 14’s Impact on Your Facebook Ads

  August 24, 2021 by in Healthcare Marketing, Higher Education Marketing, Industry Insights Marissa Maggio - Comments Off on Four Steps to Adapt to Apple iOS 14’s Impact on Your Facebook Ads
  

  This post was updated by Marissa Wehrer on August 24, 2021 to reflect updated news. It was originally published on January 20, 2021. Key Insights Apple’s iOS 14.5 privacy update has had an industry-wide impact on businesses that use web conversion events to optimize, target, and report using Facebook’s business …
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• Should You Switch to Google Analytics 4?

  August 03, 2021 by in Digital Advertising, Industry Insights, Marketing Analytics David Fransen - Comments Off on Should You Switch to Google Analytics 4?
  

  Key Insights: A new version of Analytics is available and comes with some major changes. Google Analytics 4 (GA4) is more beneficial to those with both website and app properties to track together than for website-only users. We recommend setting up both old (Universal) and new (GA4) properties to run …
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• Google Maps: Ongoing List of COVID-19 Updates (June 2021 Update)

  June 09, 2021 by in Industry Insights Cory Agular - Comments Off on Google Maps: Ongoing List of COVID-19 Updates (June 2021 Update)
  

  Note: this post was updated on June 9th, 2021. Many of the changes that Google made to Google My Business for COVID-19 will likely stick around after the pandemic. Consumer behavior changed and Google adapted to help businesses meet those needs. On the other hand, a lot of functionality was …
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• 3 Actionable Ways to Make Your Creative More Diverse

  February 24, 2021 by in Healthcare Marketing, Higher Education Marketing, Industry Insights Kayla Goforth - Comments Off on 3 Actionable Ways to Make Your Creative More Diverse
  

  Key Insights Diverse creative does not stop at just photography—companies should diversify their videos, illustrations, and voiceovers. Companies who do not have the resources to create their own assets can purchase existing diverse photos and videos and edit existing illustrations to be more representative of diverse audiences. The presence of …
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