Welcome to Edition No. 5 of my weekly digital strategy newsletter, providing practical analysis of the latest in the world of content creation.
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Contents
I. Analysis: Set Up Google Analytics 4 ASAP
II. News: Reels Arrive on Facebook
III. Tip: Name Pronunciation on LinkedIn
Set Up Google Analytics 4 ASAP
Google Analytics 4 launched Oct. 14, 2020, but it has yet to completely replace its predecessor, GA Universal. At the moment, they exist simultaneously so that you can continue to leverage your GAU data while getting used to the still-being-refined GA4.
While most of this information isn’t new, I’m surprised at the number of people who have yet to act. Here’s why it’s so important to do so, and what you need to know:
Why is it so important to set up GA4 now?
Google has made it clear that they won’t migrate data from GAU to GA4. That means that you will only have data as far back as the day you set up GA4.
How can I set it up?
More or less the same way you set up GAU, meaning you have two options:
In your code, using the Global Site Tag
Via Google Tag Manager, using the GA4 configuration tag
Can I still use GAU?
Yes! At the moment, GAU and GA4 can be used simultaneously, allowing you to continue your analytics business as usual while also learning what’s different in GA4.
When will GAU stop working?
Google hasn’t announced a sunset date for GAU, but we can expect that at some point in the future they will stop supporting the previous version of Analytics.
What’s the difference between GAU and GA4?
There are many, but if I could highlight just one in this limited space, I would say, “Events.” While events are a useful part of GAU, they are the lifeblood of GA4.
For example, instead of a pageview simply being a data point, like in GAU, in GA4 “page_view” is an event. It helps to think of everything that can potentially happen on a page as an event. (Clicks, scrolls, purchase…your imagination is the limit.)
Another interesting point: In GAU, Events have four default parameters. In GA4, there are various default parameters, and you can have up to 25 custom ones, compared to zero in GAU.
If you’re familiar with creating events in Google Tag Manager (or even coded into the site, though that requires more technical expertise), then you already have a head start on understanding the role events will play in the latest version of Google Analytics.
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You can get started on GA4 setup by going to the Admin section of GAU and using the setup wizard. It will then guide you through either of the two options mentioned at the beginning of this section.
If this sounds complicated and you would like some guidance, don’t hesitate to reach out about working together.
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Do you have any GA4-related best practices to share?
News
REELS HAVE ARRIVED ON FACEBOOK, AS HAS SHARED AD REVENUE
Just as Snapchat announced it would do with Snap Stars, so Facebook will now do with Reels: A way for creators to share in revenue attributed to their videos. This will be done in either of two ways: semi-transparent banner ad overlays, or sticker ads.
Wait, aren’t Reels on Instagram? Yes, and now Facebook, too, in the latest effort to combat TikTok’s rising popularity.
And not only that: “Our Reels Play bonus program, part of our $1 billion creator investment, pays eligible creators up to $35,000 a month based on the views of their qualifying reels.”
And here’s the part that’s similar to the mid-roll ads Snapchat just launched: “We’re starting with two formats: banner ads that appear as a semi-transparent overlay at the bottom of a Facebook Reel, and sticker ads: a static image ad that can be placed by a creator anywhere within their reel. These non-interruptive ads enable creators to earn a portion of the ad revenue.”
In other words, like YouTube has been doing for a while, ad revenue can now be attributed to particular posts i.e. creator.
YOUTUBE ADDS ANALYTICS TO SHORTS
By providing more insight and connection to Shorts performance, YouTube’s looking to help its top stars diversify their presence, enabling extra promotional and reach potential via Shorts clips, which will then, ideally, bring more viewers back to their main channel, where they can make real money from their efforts.
This is another step to stay ahead of TikTok – giving them more tools to improve their content – which offers creators a fraction of the payout that YouTube does (around $15 billion per year).
POLL: PEOPLE DON’T LIKE UNSOLICITED LINKEDIN DMS
From a SocialMediaToday poll:
BEWARE OF THE AD SCAMS ON TIKTOK
“Alleged scam artists are running ads and posing as real brands on TikTok, offering ludicrous deals to swindle unsuspecting users.”
PUBLISHERS ARE AMP-BANDONING
What was billed as a way to enhance the user’s mobile experience – Google’s AMP – has turned out to be a disappointing revenue generator.
Companies including Vox Media LLC, BuzzFeed Inc.’s Complex Networks and Bustle parent BDG said they have started testing or are considering using their own versions of mobile-optimized article pages. ... The Washington Post has gone a step further, abandoning AMP last summer.
TIKTOK’S ‘WHAT’S NEXT’ REPORT
TikTok has solidified its spot as the go-to place for culture, education, entertainment, and creativity – with the promise to be packed with joy and action.
–Sofia Hernandez, Global Head of Business Marketing
A full report was created for six different regions: North America; Middle East & Turkey; Latin America; Europe; Russia; Asia Pacific.
I find it most relevant for those who work in ad buying and product promotion.
UKRAINE IS DEFENDING ITSELF ON TWITTER, TOO
UPDATES & TESTS
The career site’s CPO, Tomer Cohen, posted a lengthy update based on feedback he received from the LinkedIn community. One of the more exciting tidbits:
Soon, creators will be able to get analytics on their individual posts and overall performance, across content & audience.
LinkedIn has also launched a podcast network. Programs will be available on iTunes and Spotify, too.
YouTube
By providing more insight and connection to Shorts performance, YouTube’s looking to help its top stars diversify their presence, enabling extra promotional and reach potential via Shorts clips, which will then, ideally, bring more viewers back to their main channel, where they can make real money from their efforts.
This is another step to stay ahead of TikTok – giving them more tools to improve their content – which offers creators a fraction of the payout that YouTube does (around $15 billion per year).
A Discover Tab on its mobile app to help expose users to new communities.
Weekly Tip
LinkedIn Name Pronunciation
Do you have a difficult-to-pronounce name? Did you know you can add a recorded pronunciation to your LinkedIn profile?
To do so, you must use the LinkedIn app. Go to your profile, click the edit-profile pencil…
…and select the option to record your name.
Once you’re on this screen, simply tap and hold and blue button with the microphone while you record – don’t let go until you finish – and listen to your recording.
If you like what you hear, click save, and you’ll see this sound icon next to your name on your profile.
Bonus Tip: Use a high-quality, external microphone if you have one.
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