This week is all about Facebook ads and Google ads measurement and reporting: read about conversion lift measurement from Facebook, Google’s revenue from ads, the new dimension in Google Analytics and a useful guide on Analytics goals and report.
1. Conversion Lift: Helping Marketers Better Understand the Impact of Facebook Ads – Facebook finally made an important step to reveal the real impact their ads have in driving conversions. As Facebook explains, conversion lift works by establishing 2 groups when you start a campaign: a test group which sees the ads and a control group that doesn’t see the ads. The data comes from secure sources like Facebook Custom Audiences pixel, conversion pixel or secure point-of-sale (POS) and the results showing the conversion lift after comparing the two groups will be displayed in Ads Manager.
2. Google Made $18.1 Billion Last Quarter, But Its Ad Prices Are Still Shrinking – this doesn’t mean that fewer people will advertise on Google and that people found better alternatives, but rather that Google is making less money per ad, but still more money from ads. Read the adage.com article to see the numbers and the graphs to get a more complete picture.
3. Quickly See AdWords Performance By Search Query Length In Google Analytics – if you want to know the number of words in the search queries you no longer need to export the data in excel, you can now see the data in Google Analytics under Acquisition – AdWords – Search Quieries.
4. Back to Basics – Goal Reports in Google Analytics – Anna Lewis from searchenginewatch.com wrote a useful guide on all the goal types you can set up in Analytics and explains how you can use the data in the reports you get after implementing each goal type.
Have a productive week ahead!