Conversion Tracking Playbook

In this engaging discussion, Kevin Goodwin, VP of Strategy at New Engen, reveals how Meta's new Omni Ads are revolutionizing offline sales for DTC brands, boasting lifts of over 300% in in-store purchases. He shares insights on integrating online and offline strategies, the importance of data validation, and the best creative practices. Listeners will also learn how to quickly set up Omni Ads in Elevar and the real story behind the industry's inflated metrics. This is essential listening for any brand looking to enhance retail performance.

In this installment, Ben Zettler, the founder of Zettler Digital, shares his expertise in e-commerce and customer retention. He delves into three essential automation flows every brand needs for stronger engagement. The discussion highlights zero-party data strategies and how to transform transactional emails into repeat purchases. Ben also warns against common pitfalls in deliverability and emphasizes the importance of effective segmentation and personalized messaging to enhance customer connections and retention.

Learn about the evolving landscape of SEO, particularly in relation to Shopify's recent AI-specific updates and the implications of large language models (LLMs) on search and eCommerce. Brad and Sam also explore key changes from Google Marketing Live, the impact of AI on organic traffic, and actionable takeaways that brands can implement today to get ahead of the changes.Key Topics:- Introduction to SEO Changes and LLMs- Shopify Editions - Google Marketing Live Hot Takes- The Evolution of Search and Organic Traffic- Actionable Insights for Brands- The Future of Shopping InterfacesConnect with Sam on LinkedInBlink SEOConnect with Brad on LinkedIn

Explore the hesitation brands face in switching Meta pixels and the importance of mastering split testing. Discover strategies for setting up effective tests and the significance of accurate data transmission for optimal marketing. Learn how to evaluate pixel performance metrics and align them with business goals. Patience emerges as a key theme, emphasizing the need for thorough testing over time to truly understand performance indicators like ROAS and CPC.

Explore the transformative updates to Shopify's checkout process aimed at boosting security and customizability. Discover the implications of removing checkout.liquid and the switch to checkout extensibility. Learn how to navigate the new tracking system, which requires merchants to update their scripts by 2025. Delve into the challenges posed by Shopify's security protocols on external tracking tools, and grasp the importance of accurate data tracking within the new framework for successful e-commerce strategies.

Discover the art of crafting customer personas using advanced data enrichment techniques. Explore how AI analyzes millions of customers for actionable insights, transforming marketing strategies. Learn the contrasts between traditional survey methods and modern persona generation. Uncover the benefits of personalized marketing on major platforms through real-world case studies, highlighting the impact on ad effectiveness and return on investment. Tune in for fascinating insights that can elevate your branding game!

Discover how platforms like Meta and Google identify users to improve campaign ROI. Explore the challenges of e-commerce identity matching and the limitations of device-based tracking. Learn about the differences between User ID and Client ID in GA4, and why consistent identification is crucial. Delve into the impact of cookies on digital marketing and the ongoing quest for solutions to user ID expiry issues. Get insights on enhancing personalization and performance in a complex digital landscape.

In this new series, listen to Brad and Jon share 3 critical things to know about Meta's Event Match Quality score. What's their purpose, how they are scored, and most importantly what is their impact on your campaign performance. You might be surprised at what you learn on this episode!

Join Jonathan Snow, founder of The Snow Agency and a performance marketing expert with extensive agency and brand experience, as he discusses the future of affiliate marketing. He critiques Apple's privacy policies while emphasizing the potential of TikTok for affiliate success. Snow highlights the value of user-generated content over polished videos and the importance of compelling commission offers to entice affiliates. The conversation also covers the rise of social commerce and strategies for navigating a cookie-less advertising landscape.

In this episode Brad Redding and Jon Cairo are joined by Mikko Rekola from Woolman to discuss whats new with Shopify Markets, how brands in Europe are doing that have removed all Meta and Google tracking, Shopify's enterprise move, and where brands are moving on to from Google Analytics. -----We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization.-----Links Referenced:WoolmanEllisConnect with Mikko-----And if you're new to Elevar, Elevar automates server-side conversion tracking for Shopify. Check us out!-----Previous episodes you might like:100K/spend day myths with Nigel ThomasSignal Loss -- what it is and how it impacts marketersDeep dive with Simo Ahava on intersection of technical marketersClient vs server-side cookies and server-side tracking 101How to double conversion rate in 100 days with Ben ZettlerHow to blend attribution + conversion tracking + data warehousing for insights with Austin Harrison from Northbeam