[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Faaron-dicks\u002Fpage\u002F13":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":217,"head_links":220,"breadcrumbs":205,"posts":224,"pages":200,"head":1464},"Aaron Dicks","","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":71,"page_content_modules":127,"hero":201},"Chief Technology Officer","\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[13,30,42,52,62],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},108,"98","2020-12-16 14:36:55","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 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Dicks’ posts",{"data":133,"pages":200},[134,147,156,168,178,188],{"type_key":135,"title":136,"excerpt":137,"to":138,"postedAt":139,"readingTime":140,"image":5,"authors":141,"category":144},"post","Making Mautic and WordPress Total Cache play nice together","\u003Cp>Mautic is an awesome open source marketing automation tool that the team at Impression have been playing with over the last few weeks. It’s like many of the premium pieces of marketing software out there, except it costs almost nothing — just the cost of a web server and some technical know-how. The only slight […]\u003C\u002Fp>\n","\u002Fblog\u002Fmautic-wordpress-cache-play-nice-together\u002F","2022-02-07T16:48:45",1,[142],{"name":4,"image":143},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":145,"name":146},"\u002Fblog\u002Fcategory\u002Fweb\u002F","Web",{"type_key":135,"title":148,"excerpt":149,"to":150,"postedAt":139,"readingTime":151,"image":152,"authors":153,"category":155},"Web security and the role of the marketer","\u003Cp>Web security – especially the encryption mechanisms behind it – is often little understood by marketers, even those with technical understanding. It’s no surprise then, that the responsibility of maintaining website assets such as Security Certificates often falls to the IT department or web design company who may not see the additional benefit for marketers […]\u003C\u002Fp>\n","\u002Fblog\u002Fweb-security\u002F",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiQNy6OIP-050720211625527974_door-green-closed-lock.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[154],{"name":4,"image":143},{"to":145,"name":146},{"type_key":135,"title":157,"excerpt":158,"to":159,"postedAt":160,"readingTime":161,"image":162,"authors":163,"category":165},"Does this AdWords ‘glitch’ leave any Quality Score clues?","\u003Cp>Over the Easter weekend one of our PPC managers managed to catch a little glimpse of an AdWords ‘glitch’ in the Keywords tab. As you can see from the image below, in the AdWords UI, a little code was exposed in a new untitled row on the far right. We didn’t manage to grab the […]\u003C\u002Fp>\n","\u002Fblog\u002Finsight-adwords-quality-score\u002F","2023-01-30T15:31:50",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FeNN4Acya-050720211625527998_adwords-diagram-qs.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[164],{"name":4,"image":143},{"to":166,"name":167},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":135,"title":169,"excerpt":170,"to":171,"postedAt":139,"readingTime":172,"image":5,"authors":173,"category":175},"Tuning Up Your Content Marketing @SecWed #SecWed","\u003Cp>Content marketing is a popular topic amongst marketers. But what does it really mean and how can businesses make the most of the opportunities it provides? We work with a wide range of clients in different sectors and with different goals, implementing content marketing campaigns which are not only creative, they achieve real results for the businesses. […]\u003C\u002Fp>\n","\u002Fblog\u002Ftuning-content-marketing-secwed-secwed\u002F",3,[174],{"name":4,"image":143},{"to":176,"name":177},"\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content",{"type_key":135,"title":179,"excerpt":180,"to":181,"postedAt":139,"readingTime":182,"image":5,"authors":183,"category":185},"We’re now able to offer £2,000 in Government Growth Vouchers","\u003Cp>We’ve got some great news to announce – Impression has become an accredited adviser for the Government’s Growth Vouchers scheme. We can now offer SMEs in the East Midlands match funded vouchers worth as much as £2,000, to be used to fund strategic digital marketing or PR consultancy. Available to any independent company with fewer than […]\u003C\u002Fp>\n","\u002Fblog\u002F2000-government-growth-vouchers\u002F",2,[184],{"name":4,"image":143},{"to":186,"name":187},"\u002Fblog\u002Fcategory\u002Four-news\u002F","Our News",{"type_key":135,"title":189,"excerpt":190,"to":191,"postedAt":192,"readingTime":193,"image":194,"authors":195,"category":197},"Infusionsoft and Google Analytics cross-domain iFrame goal and event tracking","\u003Cp>Cross domain tracking isn’t easy at the best of times, and for an Infusionsoft implementation, where you are wanting to track events or goal completions on infusionsoft.com, there are a few undocumented issues worth discussing. This blog isn’t for the feint-hearted, nor does it include information (just yet) on ecommerce tracking. 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It’s like many of the premium pieces of marketing software out there, except it costs almost nothing — just the cost of a web server and some technical know-how.\u003C\u002Fp>\n\u003Cp>The only slight problem with Open Source software is that you don’t always find the answer to an issue you’re looking for online, so you have to diagnose an implementation issue on your own.\u003C\u002Fp>\n\u003Cp>So, in the interest of keeping this blog post short and actionable, here’s our situation.\u003C\u002Fp>\n\u003Cul>\n\u003Cli>WordPress website installed at example.com\u003C\u002Fli>\n\u003Cli>Mautic installed in a sub folder example.com\u002Fmautic\u002F\u003C\u002Fli>\n\u003Cli>WordPress Total Cache installed on WordPress\u003C\u002Fli>\n\u003Cli>WP Mautic plugin installed\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>So, what might the issue be?\u003C\u002Fp>\n\u003Cp>Well, in my case, mtracking.gif was hitting a 404 error.\u003C\u002Fp>\n\u003Ch2 id=\"mautics-mtracking-gif-404-error-explained\">Mautic’s mtracking.gif 404 error explained\u003C\u002Fh2>\n\u003Cp>The problem lies in this particular installation scenario. Without further instructions, WordPress Total Cache’s default .htaccess configuration can interrupt the proper functionality behind the routing of mtracking.gif to the trackingImage controller.\u003C\u002Fp>\n\u003Cp>The fix is simple – just edit your .htaccess file to ignore your Mautic directory, by adding the line \u003Ccode>RewriteRule ^(mautic)($|\u002F) - [L] like so. \u003C\u002Fcode>\u003C\u002Fp>\n\u003Cpre>\u003Ccode>\n# BEGIN WordPress\nRewriteEngine On\nRewriteBase \u002F\nRewriteRule ^index.php$ - [L]\nRewriteRule ^(mautic)($|\u002F) - [L]\nRewriteCond %{REQUEST_FILENAME} !-f\nRewriteCond %{REQUEST_FILENAME} !-d\nRewriteRule . \u002Findex.php [L]\n\n\u003C\u002Fcode>\u003C\u002Fpre>\n\u003Cp>Don’t forget to change (mautic) to the name of your installation directory.\u003C\u002Fp>\n\u003Cp>If this has been helpful, please let us know in the comments below!\u003C\u002Fp>\n",false,{"rendered":137,"protected":234},"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":239,"_yoast_wpseo_metadesc":5,"inline_featured_image":234,"footnotes":5},"Making Mautic & WordPress W3TC play nice | Impression",[241],37,[],[15],[245,135,246,247,248,249,250],"post-2477","type-post","status-publish","format-standard","hentry","category-web",[],[],[254,255,258,259],{"path":207,"name":208},{"path":256,"name":257},"\u002Fblog\u002F","Blog",{"path":145,"name":146},{"path":216,"name":136},"Mautic is an awesome open source marketing automation tool that the team at Impression have been playing with over the last few weeks. It’s like many of the premium pieces of marketing software out there, except it costs almost nothing — just the cost of a web server and some technical know-how. 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It’s no surprise then, that the responsibility of maintaining website assets such as Security Certificates often falls to the IT department or web design company who may not see the additional benefit for marketers and end consumers that careful selection brings.\u003C\u002Fp>\n\n\n\n\u003Cp>The reality is that website security is more important than ever, with Google itself recognising the need for improved security with it’s announcement that site security is now a ranking factor (explained later). Marketers must understand and implement the right security solution for their business and their users.\u003C\u002Fp>\n\n\n\n\u003Cp>Here I’ll explain:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Encryption levels\u003C\u002Fli>\u003Cli>HTTPS as a ranking factor\u003C\u002Fli>\u003Cli>User experience considerations\u003C\u002Fli>\u003Cli>Why invest in website security\u003C\u002Fli>\u003Cli>How to obtain and implement a security certificate\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>It’s also worth noting that the Impression website is itself using the extended validation security certificate, which is evident in the green bar you see in your browser bar now and the use of HTTPS in our URL.\u003C\u002Fp>\n\n\n\n\u003Cdl>\n\u003Cdt>\u003C\u002Fdt>\n\u003C\u002Fdl>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"encryption-level-options\">Encryption level options\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-image size-thumbnail wp-image-1999\">\u003Cfigure class=\"alignright is-resized\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F03\u002Fsecurity.png\" alt=\"website security\" width=\"-109\" height=\"-70\"\u002F>\u003Cfigcaption>Image \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fgooglewebmastercentral.blogspot.co.uk\u002F2014\u002F08\u002Fhttps-as-ranking-signal.html\">source\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Encryption is the process of encoding information so it cannot be understood by unauthorised parties; it doesn’t stop the information being intercepted, but it does obfuscate the content so the intercepter can’t use it.\u003C\u002Fp>\n\n\n\n\u003Cp>This process is typically associated with ecommerce sites, where a user is making a purchase and thus inputting sensitive data such as credit card details, which must be encrypted to ensure their safety.\u003C\u002Fp>\n\n\n\n\u003Cp>A quick scout around the web shows that, although many ecommerce website checkout processes and ‘my account’ areas are in fact secured, many businesses have chosen not to encrypt their entire site. And it used to make good sense not to do so. Connections that are encrypted are a lot ‘heavier’ – they consume more bandwidth and take longer to send data. This meant that users could be faced with a longer load time, which adversely affected their experience on the site. By choosing to only encrypt the sensitive parts of the website, webmasters were able to reduce load time and server requirements.\u003C\u002Fp>\n\n\n\n\u003Cp>Today though, server and browser technology is improving and fewer and fewer users remain on outdated devices and software. Compression of files sent over the web has also markedly improved. This means that as the number of communications required to establish the connection is increasing, the physical data size is decreasing, countering what would have previously been an issue and that encrypted sites can load quickly. For the tech readers out there, check out \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.chromium.org\u002Fspdy\u002Fspdy-whitepaper\">initiatives such as SPDY\u003C\u002Fa>. This means that we’re seeing far more instances of entire ecommerce websites being encrypted and also of non-ecommerce sites investing in better website security for their users, too.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s important to remember that an unencrypted browsing session is just that – unencrypted. Although it can be unlikely, malicious users with at least some access to a web server can form \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FMan-in-the-middle_attack\">man-in-the-middle attacks\u003C\u002Fa> which effectively fool users into giving away information under the illusion that the website they are communicating with are secure. Security professional Jim Shaver details the case for using TLS security further \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fjimshaver.net\u002F2014\u002F12\u002F13\u002Fwhy-does-google-use-https-for-search-results\u002F\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>For anyone who hasn’t already, \u003Cstrong>now is the time to invest in securing your entire website\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"https-as-a-ranking-factor\">HTTPS as a ranking factor\u003C\u002Fh2>\n\n\n\n\u003Cp>In August 2014, \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fgooglewebmastercentral.blogspot.co.uk\u002F2014\u002F08\u002Fhttps-as-ranking-signal.html\">Google announced that HTTPS would be introduced as a ranking factor\u003C\u002Fa>, where businesses which has invested in a security certificate and therefore have domains prefaced with ‘https’ rather than ‘http’ would be given a boost in the search engine results pages – potentially over their non-secure counterparts. They are taking website security seriously and we see this in two main ways:\u003C\u002Fp>\n\n\n\n\u003Cp>1) The introduction of the use of HTTPS as a ranking signal, meaning websites using HTTPS have an (albeit small) advantage over those on HTTP in the rankings;\u003C\u002Fp>\n\n\n\n\u003Cp>2) The \u003Ca href=\"https:\u002F\u002Fsupport.google.com\u002Fgsa\u002Fanswer\u002F2688801?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">announcement\u003C\u002Fa> that Google Chrome will serve an ‘unsecure connection’ \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgsa\u002Fanswer\u002F2688801?hl=en\">warning\u003C\u002Fa> when a user tries to access a site not using HTTPS\u003C\u002Fp>\n\n\n\n\u003Cp>Both of these things combined spell out quite clearly the necessity for your business website to be running on HTTPS. Even if the use of HTTPS is, as Google suggests, only a “lightweight signal” in deciding who ranks where in the search results, you can be fairly sure that users will in the short-medium term begin to prefer these sites. HTTPS isn’t a requirement – your site will still work over standard HTTP (no green padlock) – but you will be at an advantage if you move to HTTPS.\u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, the growing expectation is that the web will soon be encrypted end-to-end following the Snowden NSA incident, amongst other security breaches of late. Watch Google’s call for “HTTPS everywhere” at Google IO 2014 \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=cBhZ6S0PFCY\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"web-security-and-user-experience\">Web security and user experience\u003C\u002Fh2>\n\n\n\n\u003Cp>User experience is an important part of digital marketing. When a user has a positive experience on your site, they’re more likely to be engaged with your brand, your content and to make a purchase or submit an enquiry. Google also recognises this need and seeks to provide its users with a positive experience too. This means that Google values sites with a more positive user experience above those which are difficult or confusing to use, which is why HTTPS impacts the search results.\u003C\u002Fp>\n\n\n\n\u003Cp>As far back as 2000, renowned usability expert Jakob Nielsen was laying out the best practices associated with \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.nngroup.com\u002Farticles\u002Fsecurity-and-human-factors\u002F\">securing a website with relation to passwords\u003C\u002Fa>. He explained that the complexity of passwords doesn’t necessarily correlate with the security of a site and that, in fact, users would write down more complex passwords making them more liable to security breaches. For Nielsen, security is a UX consideration where the site must account for how real people behave.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignright is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F03\u002Fsite-seal-trust-03-chart.png\" alt=\"site-seal-trust-03-chart\" class=\"wp-image-2120\" width=\"327\" height=\"235\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Since that time, marketers have continued to postulate the impact of security upon user experience and on the conversion rate of a site. And savvy marketers are investing in security as a method of increasing website engagement, enquiries and ultimately sales the business makes online. When people feel your site is safe and secure, they are more likely to trust that their money and details will be secure too.\u003C\u002Fp>\n\n\n\n\u003Cp>I found an interesting \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fbaymard.com\u002Fblog\u002Fsite-seal-trust\">data set\u003C\u002Fa> that’s a little dated now showing US consumer preference of trust marks and seals. Whilst this doesn’t prove a point that consumer preferences are towards sites that employ additional security, it does show how users trust those with additional trust \u003Cem>marks\u003C\u002Fem> more. I suspect that now, two and a half years after the original study, less people would respond “don’t know”.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"technical-digital-marketing-your-security-investment\">Technical digital marketing: your security investment\u003C\u002Fh2>\n\n\n\n\u003Cp>From a digital marketing perspective, security is an essential element of a campaign’s success. By investing in security, conversion rates are improved and search visibility can also be increased.\u003C\u002Fp>\n\n\n\n\u003Cp>With the cost of security certificates falling as demand increases, the annual cost of securing a website with a best-in-class Extended Validation (EV) security certificate can cost as little as £100 per year. In some respects with security certificates you get what you pay for, however, once you’re using a validated certificate the higher costs are for better perks, which usually include insurance for transactions processed through it.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"moving-to-a-secure-site-what-you-need-to-do\">Moving to a secure site: what you need to do\u003C\u002Fh2>\n\n\n\n\u003Cp>By now, you should be convinced of the necessity of website security and therefore ready to invest in a security certificate for your website. Here are your next steps:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-choose-the-certification-level\">1) Choose the certification level\u003C\u002Fh3>\n\n\n\n\u003Cp>There are a number of options available to you when selecting your certification level and you’ll need to find a trusted provider of the certificate of your choice. The main options are:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Extended validation (EV) SSL certificates\u003C\u002Fstrong>\u003Cbr>An EV certificate is awarded to a website once the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.globalsign.com\u002Fen\u002Fssl-information-center\u002Fwhat-are-certification-authorities-trust-hierarchies\u002F\">Certificate Authority\u003C\u002Fa> has confirmed the applicant has the right to use the domain they have put forward and verified that ownership. According to information from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.globalsign.com\u002Fen\u002Fssl-information-center\u002Ftypes-of-ssl-certificate\u002F\">Global Sign\u003C\u002Fa>, this vetting process includes:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>“Verifying the legal, physical and operational existence of the entity\u003C\u002Fli>\u003Cli>Verifying that the identity of the entity matches official records\u003C\u002Fli>\u003Cli>Verifying that the entity has exclusive right to use the domain specified in the EV SSL Certificate\u003C\u002Fli>\u003Cli>Verifying that the entity has properly authorized the issuance of the EV SSL Certificate”\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Once the EV certificate is granted, the website will show a green padlock bar in the browser bar, like this:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F03\u002Fextended-validation-certificate1.png\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F03\u002Fextended-validation-certificate1.png\" alt=\"extended validation certificate\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cstrong>Organised validation (OV) SSL certificates\u003C\u002Fstrong>\u003Cbr>The Certificate Authority will check your right to use the domain with some vetting of your company, but to a lesser extent than the EV certificate.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Domain validation (DV) SSL certificates\u003C\u002Fstrong>\u003Cbr>The Certificate Authority will check your right to use the domain, but with no checks of your company.\u003C\u002Fp>\n\n\n\n\u003Cp>The \u003Cstrong>Extended Validation\u003C\u002Fstrong> \u003Cstrong>EV certificate\u003C\u002Fstrong> is therefore the most secure and the version we recommend selecting for your business website. The presence of the green bar is a great trust signal for your business too, helping users to immediately see a clear signal of your trustworthiness and therefore to feel comfortable buying from your site.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-install-the-certificate-on-your-server\">2) Install the certificate on your server\u003C\u002Fh3>\n\n\n\n\u003Cp>You’ll need to install your certificate onto your server, something that may be included in your certificate purchase or that your web designer can do on your behalf. It’s important to consider that moving from HTTP to HTTPS means essentially changing your domain in the view of some software you may use, so it’s essential you implement appropriate redirects from the http version to the new https versions of every single page on your site, and that over time you check the internal links have been updated too to ensure you keep all traffic browsing in HTTPS.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-add-the-https-version-of-your-site-to-google-webmaster-tools\">3) Add the HTTPS version of your site to Google Webmaster Tools\u003C\u002Fh3>\n\n\n\n\u003Cp>This will enable you to manage the HTTPS version as well as marking this version of your site as the preferred version for indexing. Through using Google Webmaster Tools (edit: now \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.google.com\u002Fwebmasters\u002Ftools\u002Fhome?hl=en\">Search Console\u003C\u002Fa>) you’ll be able to see visibility shift from your non-secure website over to the secure version. You’ll also be able to pick up on 404 – page not found – issues if any are to arise during the switch, too.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image wp-image-2123 size-full\">\u003Cfigure class=\"alignright\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F03\u002Ftm-lewin-outdated-cipher-suite.png\" alt=\"tm-lewin-outdated-cipher-suite\"\u002F>\u003Cfigcaption>Outdated cipher suites can cause warnings in modern web browsers\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-if-youre-without-a-valid-tls-1-2-certificate\">What if you’re without a valid TLS 1.2 certificate?\u003C\u002Fh2>\n\n\n\n\u003Cp>I often purchase suits and shirts from the UK brand TM Lewin, and I was in looking at their website before writing this article. Unfortunately for their marketing and IT team, they’ve made an excellent example for me; its certificate is using the outdated TLS 1.2 standard.\u003C\u002Fp>\n\n\n\n\u003Cp>TM Lewin is also an interesting example as the site is deployed via a cloud application. Running HTTPS web applications and websites on cloud instances (where you’re not always using one server and one IP) can create some element of complexity, though it’s not something that cannot be overcome. Google’s cloud service AppEngine, and Amazon’s Elastic Beanstalk\u002FEC2\u002FS3 supports this.\u003C\u002Fp>\n\n\n\n\u003Cp>TM Lewin is already doing much of the work they need to ensure that any slow down in speed is countered, such as using content delivery networks to deliver assets. However, they aren’t scoring 80+ in a test at http:\u002F\u002Ftools.pingdom.com\u002F for a secure page. Some of this can be attributed to the external services the site relies on, such as web fonts, analytics and external basket abandonment apps, but some elements such as preventing bad requests are avoidable.\u003C\u002Fp>\n\n\n\n\u003Cp>In addition, the form on the page posts the data entered into it elsewhere on the website. This is usually fine, however in this case, as the destination is not a secure page (as the entire site is not secure, odds are that this is common throughout) then the data entered, even on a secure page, is no longer secure.\u003C\u002Fp>\n\n\n\n\u003Cp>To identify issues like this, look in your browser console for something that looks like this:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-background\" style=\"background-color:#23b09b;color: white;font-family: 'Red Hat Display'; id=\" updated-post\"=\"\">\u003Cstrong>Mixed Content: The page at ‘…’ was loaded over a secure connection, but contains a form which targets an insecure endpoint ‘…’. This endpoint should be made available over a secure connection.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F03\u002Ftools.pingdom.com-analysis.png\" alt=\"tools.pingdom.com analysis\" class=\"wp-image-2124\" width=\"641\" height=\"394\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"wrapping-this-up\">Wrapping this up\u003C\u002Fh2>\n\n\n\n\u003Cp>Website security certificates are important. They’re great for users who will continue to value secure websites meaning conversion rates are likely to increase. Search engines are continuing to value “HTTPS everywhere” too, so secure website visibility is likely to benefit in some way in the short term too.\u003C\u002Fp>\n\n\n\n\u003Cp>I’d really strongly recommend getting a plan together for all businesses who are not yet planning on going secure. Get in touch in the comments below if you have any questions or comments, and I’ll get back to you as soon as possible.\u003C\u002Fp>\n\n\n\n\u003Cp>If you think we could help improve your website’s visibility in search, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":149,"protected":234},8418,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":535,"_yoast_wpseo_metadesc":536,"inline_featured_image":234,"footnotes":5},"Web security and the role of the marketer | Impression","Web security - especially the encryption mechanisms behind it - is often little understood by marketers, even those with tech understanding. Read more 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the Easter weekend one of our PPC managers managed to catch a little glimpse of an AdWords ‘glitch’ in the Keywords tab. As you can see from the image below, in the AdWords UI, a little code was exposed in a new untitled row on the far right.\u003C\u002Fp>\n\u003Cp>We didn’t manage to grab the source code of the page, but we did get a copy of some of the strings that appeared on the page. From initial viewing, it only looks like a comma separated string of data.\u003C\u002Fp>\n\u003Cp>Check them out below, and let us know what you make of it.\u003C\u002Fp>\n\u003Cpre>\"qualityInfo=,isKeywordAdRelevanceAcceptable=true,isLandingPageQualityAcceptable=true,isLandingPageLatencyAcceptable=,creativeQualityScore=AVERAGE,postClickQualityScore=ABOVE_AVERAGE,searchPredictedCtrAVERAGE,qualityScore=7\"\u003C\u002Fpre>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1150\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F03\u002F2ylibkwi-glitch-or-is-it.jpg?auto=compress%2Cformat&q=90\" alt=\"Is this an AdWords "glitch"?\" width=\"888\" height=\"325\" \u002F>\u003Cbr \u002F>\nWhat we do know is that we can pull out some of those attributes and look into them a little further. From any of the below, can we work towards improving our knowledge of what contributes to a keyword’s Quality Score?\u003C\u002Fp>\n\u003Ch2 id=\"the-string-variables\">The string variables\u003C\u002Fh2>\n\u003Cp>\u003Cstrong>qualityInfo\u003Cbr \u002F>\n\u003C\u002Fstrong>As we didn’t get a value here, we’re not too sure what this might usually contain. The keyword for the row that the data was output wasn’t a new keyword so perhaps we should have expected to see some historical data here.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>isKeywordAdRelevanceAcceptable\u003C\u002Fstrong>\u003Cbr \u002F>\nThis sounds almost self explanatory. Are we closely matching keywords with relevant ads in granular Ad Groups? This value looks like a boolean in the code above, but we wonder whether there’s a sliding scale happening in the background that we weren’t exposed to.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>isLandingPageQualityAcceptable\u003C\u002Fstrong>\u003Cbr \u002F>\nAgain, a boolean value, and similar principles to the above. Are we matching closely keywords and landing pages? We all know that landing page relevancy is important. Do we think this could also be on a hidden sliding scale rather than just true\u002Ffalse?\u003C\u002Fp>\n\u003Cp>\u003Cstrong>isLandingPageLatencyAcceptable\u003C\u002Fstrong>\u003Cbr \u002F>\nIn our code, we didn’t get a value for this value. Perhaps this is new? Or perhaps this hasn’t yet been decided for this keyword. Either way, we can now confirm that we’ve seen an example of this being factored into the algorithm “in the wild”. We think it’s interesting that landing page latency appears to be assessed on a keyword level.\u003C\u002Fp>\n\u003Chr \u002F>\n\u003Cp>It’s likely that the following three values are just used to build the UI. It might actually (unfortunately) be the case that the above variables are only used for this too, but it shouldn’t make this blog post any less useful for those trying to understand quality score and how it’s calculated, as you can see that the AdWords developers have labelled them slightly differently, which is mode indicative of what they are looking for. It’s a shame we didn’t get an insight into the algorithms behind these values as that would have been really valuable.\u003C\u002Fp>\n\u003Cp>You can see where this data is factored into the UI below;\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1151\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F03\u002FKLdOL5bd-adwords-keyword-performance.jpg?auto=compress%2Cformat&q=90\" alt=\"adwords keyword performance\" width=\"369\" height=\"204\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>creativeQualityScore\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>How well are your ads paired with the keywords in your account? Read more about: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fadwords\u002Fanswer\u002F1659752?hl=en&authuser=0\">Ad relevance\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>postClickQualityScore\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>This is looking at the experience Google expects users to have on your website once they land. Are they likely to bounce? Is your page structured well? Read more about: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fadwords\u002Fanswer\u002F1659694?hl=en&authuser=0\">Landing page experience\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>searchPredictedCtrAVERAGE\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>This is looking at the expected click through rate of your advert when shown to users. Read more about: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fadwords\u002Fanswer\u002F1659696?hl=en&authuser=0\">Expected clickthrough rate\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>qualityScore\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>And this is the output… Unfortunately there’s no clear way to translate the values above into a 0-10 metric for Quality Score, as this value is clearly just provided to the UI in this comma separated sting.\u003C\u002Fp>\n\u003Ch2 id=\"discussion\">Discussion\u003C\u002Fh2>\n\u003Cp>We’ve had a chat internally and would really like to open the conversation a little wider to the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> and wider community.\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Have we seen anything here that’s new to anyone?\u003C\u002Fli>\n\u003Cli>Has this behaviour been experienced by anyone else before?\u003C\u002Fli>\n\u003Cli>Does anyone have any page latency vs. Quality Score data? (Should we create some??)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>All thoughts would be appreciated in the comments below!\u003C\u002Fp>\n",{"rendered":158,"protected":234},8430,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":732,"_yoast_wpseo_metadesc":733,"inline_featured_image":234,"footnotes":5},"Does this AdWords 'glitch' leave any Quality Score clues?","From this information, can we work towards improving our knowledge of what contributes to a keyword's Quality 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loading=\"lazy\" style=\"max-width: 100%;\" src=\"https:\u002F\u002Fdocs.google.com\u002Fpresentation\u002Fd\u002F10J24aRoj6cPJ0NjHASnOPK_RrqlG33k-XSLvmbQKs5U\u002Fembed?start=false&loop=false&delayms=3000\" width=\"960\" height=\"569\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\">\u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cp>Content marketing is a popular topic amongst marketers. But what does it really \u003Cem>mean\u003C\u002Fem> and how can businesses make the most of the opportunities it provides?\u003C\u002Fp>\n\u003Cp>We work with a wide range of clients in different sectors and with different goals, implementing content marketing campaigns which are not only creative, they achieve real results for the businesses. I explained our process, with examples and tips for making more of content marketing, at Nottingham digital event Second Wednesday. You can view the slides above.\u003C\u002Fp>\n\u003Ch2 id=\"what-is-content-marketing\">What is Content Marketing?\u003C\u002Fh2>\n\u003Cp>Before we start looking at the \u003Cem>how\u003C\u002Fem>, we need to first understand the \u003Cem>what\u003C\u002Fem>. Content marketing has evolved dramatically in recent years, with Google updates in particular driving a move toward more creative concepts and better experiences for the end user.\u003C\u002Fp>\n\u003Cp>The slides above include a \u003Ca title=\"Content Matrix\" href=\"http:\u002F\u002Fwww.smartinsights.com\u002Fcontent-management\u002Fcontent-marketing-strategy\u002Fthe-content-marketing-matrix-new-infographic\u002Fattachment\u002Fcontent-matrix\u002F\" target=\"_blank\" rel=\"noopener\">content matrix graphic \u003C\u002Fa>from Dave Chaffey at Smart Insights, which outlines the wide range of content types available to marketers today. Essentially, the scope of content marketing is huge; from infographics to blog posts to interactive graphics to audio to mobile apps, any great piece of content can form the foundations of a successful content marketing campaign.\u003C\u002Fp>\n\u003Ch2 id=\"examples-of-great-content-marketing\">Examples of Great Content Marketing\u003C\u002Fh2>\n\u003Cp>I referred to a number of great content marketing examples in the slides above. These are:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Ca title=\"Movement of Data\" href=\"http:\u002F\u002Fwww.akita.co.uk\u002Fmovement-of-data\u002F\" target=\"_blank\" rel=\"noopener\">Movement of Data – Akita\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca title=\"History of Interior Design\" href=\"https:\u002F\u002Fwww.harveywatersofteners.co.uk\u002Fhistory-interior-design\" target=\"_blank\" rel=\"noopener\">History of Interior Design – Harvey\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca title=\"Consumers Guide to Water Softerning\" href=\"https:\u002F\u002Fwww.harveywatersofteners.co.uk\u002Fwater-softening-consumers-guide\" target=\"_blank\" rel=\"noopener\">A Consumer’s Guide – Harvey\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca title=\"Small Business Guides\" href=\"https:\u002F\u002Fwww.xero.com\u002Fuk\u002Fsmall-business-guides\u002F\" target=\"_blank\" rel=\"noopener\">Small Business Guides – Xero\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca title=\"Sit or Squat\" href=\"https:\u002F\u002Fwww.sitorsquat.com\u002F\" target=\"_blank\" rel=\"noopener\">Sit or Squat – Charmin\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca title=\"Economic Impact\" href=\"https:\u002F\u002Fwww.airbnb.com\u002Feconomic-impact\u002F\" target=\"_blank\" rel=\"noopener\">Economic Impact – Airbnb\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"why-invest-in-content-marketing\">Why Invest in Content Marketing?\u003C\u002Fh2>\n\u003Cp>As with all digital marketing, an investment is content is not well spent unless there is good reason to do so. In my presentation, I covered a number of key benefits businesses can derive from an investment in quality content marketing:\u003C\u002Fp>\n\u003Ch3 id=\"search-benefits\">Search Benefits\u003C\u002Fh3>\n\u003Cp>As Google’s algorithms continue to develop in line with their ongoing mission to better organise the world’s information, so too does their attention to quality content. Google recognises that today’s web user is looking for valuable, useful, informative or entertaining content when they search online and those brands which deliver that content will win out in the search results.\u003C\u002Fp>\n\u003Cp>Consider also Google’s recent developments in image understanding, whereby it can now recognise and therefore index images as we see them. The same is sure to be true of video in coming months so investing in \u003Cem>rich media\u003C\u002Fem> such as graphics, images and videos will reap rewards for brands in 2015.\u003C\u002Fp>\n\u003Ch3 id=\"brand-awareness\">Brand Awareness\u003C\u002Fh3>\n\u003Cp>In a marketplace where everyone is vying for the attention of the audience, it can be difficult to stand out. A benefit of great content marketing is its ability to represent your brand and its messages in a way that hasn’t been done before, exploring relevant topics or raising questions or challenges that truly engage the audience.\u003C\u002Fp>\n\u003Cp>Brands which invest in great content will be better placed to communicate their messages and position themselves as leaders in their field.\u003C\u002Fp>\n\u003Ch3 id=\"metric-benefits\">Metric Benefits\u003C\u002Fh3>\n\u003Cp>Of course, there are clear, tangible metric benefits to content marketing too. From traffic increases to web links and features to social mentions, there are measurable benefits to be had for those businesses that invest wisely too.\u003C\u002Fp>\n\u003Ch2 id=\"how-to-get-it-right-in-your-business\">How to Get It Right in Your Business\u003C\u002Fh2>\n\u003Cp>In my presentation, I gave my tips for businesses investing in content marketing:\u003C\u002Fp>\n\u003Col>\n\u003Cli>Have a clear plan\u003C\u002Fli>\n\u003Cli>Beware of information overload\u003C\u002Fli>\n\u003Cli>Choose your medium\u003C\u002Fli>\n\u003Cli>Promote effectively\u003C\u002Fli>\n\u003Cli>Analyse, refine, innovate\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Ch3 id=\"get-your-copy\">Get Your Copy\u003C\u002Fh3>\n\u003Cp>If you’d like to get your own copy of the slides in a PDF format, get in touch with us on \u003Ca href=\"mailto:hello@impression.co.uk\" target=\"_blank\" rel=\"noopener\">hello@impression.co.uk\u003C\u002Fa>.\u003C\u002Fp>\n\u003Ch2 id=\"book-a-speaker-for-your-event\">Book a Speaker for Your Event\u003C\u002Fh2>\n\u003Cp>We regularly speak at industry events on topics including content marketing, SEO, PPC, digital PR and online marketing strategy. To book me or my colleagues for your next event, email \u003Ca href=\"mailto:hello@impression.co.uk\" target=\"_blank\" rel=\"noopener\">hello@impression.co.uk\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>Thanks again to everyone who joined me at Second Wednesday and see you at the next meet-up!\u003C\u002Fp>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n",{"rendered":170,"protected":234},{"_yoast_wpseo_focuskw":929,"_yoast_wpseo_title":930,"_yoast_wpseo_metadesc":931,"inline_featured_image":234,"footnotes":5},"content marketing","Tuning Up Your Content Marketing | @SecWed #SecWed","Slides and advice from Aaron Dicks' talk at Nottingham's Second Wednesday event, focusing on making more of content marketing in your 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"modified_gmt":139,"slug":1094,"status":19,"type":135,"link":181,"title":1095,"content":1096,"excerpt":1098,"author":140,"featured_media":25,"comment_status":236,"ping_status":236,"sticky":234,"template":5,"format":237,"meta":1099,"categories":1102,"collections":1104,"coauthors":1105,"class_list":1106,"acf":1109,"head_links":1110,"breadcrumbs":1111,"url_path":181,"search_description":1101,"featured_image_urls":1116,"authors":1133,"type_nicename":298,"reading_minutes":182,"category":1149,"yoast_title":1100,"yoast_meta":1151,"yoast_json_ld":1176,"_links":1231},2377,"2015-02-19T18:06:02",{"rendered":1093},"https:\u002F\u002Fimpression.test\u002Fblog\u002F2000-government-growth-vouchers\u002F","2000-government-growth-vouchers",{"rendered":179},{"rendered":1097,"protected":234},"\u003Cp>We’ve got some great news to announce – Impression has become an accredited adviser for the Government’s Growth Vouchers scheme.\u003C\u002Fp>\n\u003Cp>We can now offer SMEs in the East Midlands match funded vouchers worth as much as £2,000, to be used to fund strategic digital marketing or PR consultancy.\u003C\u002Fp>\n\u003Cp>Available to any independent company with fewer than 250 employees that turns over less than £45m, Growth Vouchers can be used to cut the first-time cost of consultancy in half for businesses looking to make the most of digital technology or improve its existing marketing.\u003C\u002Fp>\n\u003Cp>Selection for the advisory scheme, with its strict set of criteria for advisors, marks a significant milestone for us, just three years after we were founded.\u003C\u002Fp>\n\u003Cp>There are so many SMEs out there that could be using the internet better to deliver more growth for business and Growth Vouchers are a great way to help them get started.\u003C\u002Fp>\n\u003Cp>Whether you’re looking to improve your website’s search ranking results to attract and convert more customers, develop your PR strategy or improve a paid Google or social advertising campaign, we can help you use the vouchers to part fund a first-time consultancy project.”\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1144 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F03\u002FAiIS2G62-GV-badge-landscape.jpg?auto=compress%2Cformat&q=90\" alt=\"GV-badge-landscape\" width=\"640\" height=\"160\" \u002F>\u003C\u002Fp>\n\u003Cp>—\u003C\u002Fp>\n\u003Cp>Founded in 2012, Impression provides full-service \u003Ca title=\"PPC – Paid search marketing\" rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca title=\"Search engine optimisation\" rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca title=\"Digital PR\" rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR\u003C\u002Fa> and \u003Ca title=\"Content marketing\" rel=\"noreferrer noopener\" href=\"\u002Fcontent-marketing\u002F\">content marketing\u003C\u002Fa> solutions from its offices in Nottingham city centre. For more details email hello@impression.co.uk or call 0115 8242212.\u003C\u002Fp>\n",{"rendered":180,"protected":234},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1100,"_yoast_wpseo_metadesc":1101,"inline_featured_image":234,"footnotes":5},"Impression now offers £2,000 marketing consultancy grant","Impression becomes accredited digital marketing adviser for Government Growth Voucher Scheme for all consultancy projects. 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domain tracking isn’t easy at the best of times, and for an Infusionsoft implementation, where you are wanting to track events or goal completions on infusionsoft.com, there are a few undocumented issues worth discussing.\u003C\u002Fp>\n\u003Cp>This blog isn’t for the feint-hearted, nor does it include information (just yet) on ecommerce tracking. There are a number of speciality plugins for that purpose exactly – what we’re doing here is showing you how to \u003Cstrong>track goal completions on infusionsoft.com for free, without a plugin\u003C\u002Fstrong>.\u003C\u002Fp>\n\u003Chr \u002F>\n\u003Cp>The team at Infusionsoft are very keen for you to embed their tracking script within your website so that your visitor data is accessible through their platform, but for marketers who need a full 360° view of overall marketing activity in one place, Google Analytics is a good choice and a likely candidate for most.\u003C\u002Fp>\n\u003Cp>To set the scene, and outline the problem I’m solving in this post; a client of ours uses Infusionsoft for their inbound marketing automation, and WordPress as a content management platform to run their website.\u003C\u002Fp>\n\u003Cp>They were looking to implement a paid media campaign through Google AdWords, but to track and monitor the campaign’s viability; we wanted to introduce a feedback loop into Google Analytics in the form of goal completions. From Analytics, we would then also import those goal completions into AdWords to aide with the on-going optimisation and reporting.\u003C\u002Fp>\n\u003Cp>In addition, the form needed to be dynamic, so we had committed to using the Infusionsoft JavaScript form approach, which loads in an iFrame dynamically on the page load. This means that our client didn’t have to keep updating the HTML code on the website, which keeps everything simple and easy to do. Any changes to the form code on Infusionsoft are reflected through the iFrame loaded in through JavaScript with no effort at all.\u003C\u002Fp>\n\u003Cp>Herein lies the issue. JavaScript, iFrame’s and cross-domain tracking do not mix well, but luckily for us developers, Google have provided a code snippet that loads an iFrame for you with the cross-domain tracking data already appended.\u003C\u002Fp>\n\u003Cp>This helps us with our end goal, as we are now able to pass campaign data through to the conversion page (which is the most important thing here – tracking the return on investment), but it means that instead of a nice, friendly code snippet from Infusionsoft, we’re now dealing with a chunk of Google Analytics code with an Infusionsoft landing page URL pasted in the middle of it.\u003C\u002Fp>\n\u003Cp>See what I mean by looking at this:\u003C\u002Fp>\n\u003Cpre><script type=\"text\u002Fjavascript\" src=\"https:\u002F\u002Fab123.infusionsoft.com\u002Fapp\u002Fform\u002Fiframe\u002F123456789123456789\"><\u002Fscript>\u003C\u002Fpre>\n\u003Cp>\u003Cem>This is the original Infusionsoft JavaScript code, which we were just able to insert easily into the WordPress editor window (in text view)\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>Our new tracking code appropriate for Google Analytics and Infusionsoft cross-domain tracking:\u003C\u002Fp>\n\u003Cpre><div id=\"myIFrame\"><\u002Fdiv>\u003C\u002Fpre>\n\u003Cp>\u003Cem>This code acts as an anchor for the JavaScript below\u003C\u002Fem>\u003C\u002Fp>\n\u003Cpre><script type=\"text\u002Fjavascript\">\n\nvar linker;\n\nfunction addiFrame(divId, url, opt_hash) {\n\nreturn function(tracker) {\n\nwindow.linker = window.linker || new window.gaplugins.Linker(tracker);\n\nvar iFrame = document.createElement('iFrame');\n\niFrame.src = window.linker.decorate(url, opt_hash);\n\ndocument.getElementById(divId).appendChild(iFrame);\n\n};\n\n}\n\nga(addiFrame('myIFrame', 'https:\u002F\u002Fab123.infusionsoft.com\u002Fapp\u002Fform\u002Ffriendly-landing-page-url'));\n\n<\u002Fscript>\u003C\u002Fpre>\n\u003Cp>\u003Cem>The JavaScript – in two parts – defines \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fanalytics\u002Fdevguides\u002Fcollection\u002Fanalyticsjs\u002Fcross-domain\">Google Analytics’ cross-domain\u003C\u002Fa> tracker, and then calls the specific landing page URL for inclusion\u003C\u002Fem>\u003C\u002Fp>\n\u003Cpre><style>\n\n#myIFrame {\n\nwidth:100%;\n\nheight:430px;\n\nborder:0;\n\ndisplay:inline-block;\n\n}\n\n#myIFrame>iframe{\n\ndisplay:inline-block;\n\nwidth:100%;\n\nheight:100%;\n\nborder:none;\n\n}\n\n<\u002Fstyle>\u003C\u002Fpre>\n\u003Cp>\u003Cem>This CSS assists in the setup of the iFrame and the <div> wrapper around it. Without an unknown height, we’re accounting for 430 pixels, though it would be best practise to calculate this and resize dynamically – more on this later.\u003C\u002Fem>\u003C\u002Fp>\n\u003Chr \u002F>\n\u003Ch2 id=\"where-should-this-code-go\">Where should this code go?\u003C\u002Fh2>\n\u003Cp>Of this code, only a couple of lines will actually replace the Infusionsoft code – the rest is global, and should be placed within your theme’s global JavaScript and CSS files.\u003C\u002Fp>\n\u003Cpre><div id=\"myIFrame\"><\u002Fdiv>\n\n<script> ga(addiFrame('myIFrame', 'https:\u002F\u002Fab123.infusionsoft.com\u002Fapp\u002Fform\u002Ffriendly-landing-page-url'));<\u002Fscript>\u003C\u002Fpre>\n\u003Cp>\u003Cem>This is what a call might look like – the other code should go elsewhere\u003C\u002Fem>\u003C\u002Fp>\n\u003Chr \u002F>\n\u003Ch2 id=\"configuring-google-analytics-for-cross-domain-tracking\">Configuring Google Analytics for cross-domain tracking\u003C\u002Fh2>\n\u003Cp>By default, Google Analytics doesn’t handle cross-domain tracking well at all – your reports would be full of referral traffic between the domains. The team at Google have created a set of features within Google Analytics, which makes this tracking possible, but it does need some configuration:\u003C\u002Fp>\n\u003Cp>\u003Cstrong>1. Configure Google Analytics to include the full page URL, not just the URL path\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>This ensures that similar page URLs across different domains are tracked individually, and gives clarity to all reporting. This can be completed either in an existing View in Analytics, or a new View can be set up to record this data in the new format. Whichever route you take, be sure to keep the old data one way or the other for historic performance reporting.\u003C\u002Fp>\n\u003Cp>This is completed by a custom filter, which is accessible from the Analytics menu from browsing to: Admin > Filters (under view) > + New Filter\u003C\u002Fp>\n\u003Cpre>The settings you need to fill out here are;\n\nFilter Type: Custom filter > Advanced\n\nField A: Hostname\n\nExtract A: (.*)\n\nField B: Request URI\n\nExtract B: (.*)\n\nOutput To: Request URI\n\nConstructor: $A1$B1\u003C\u002Fpre>\n\u003Cp>\u003Cem>Note that this is also documented on a Google help page, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F1012243?hl=en\">here\u003C\u002Fa>.  \u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>2. Reconfigure all page URL-based Goal rules\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Changing the URL format will likely invalidate some destination page Goal URLs. Be sure to correct these to now include the full URL (no protocol i.e. http), so for Impression, a valid conversion page might look like www.impressiondigital.com\u002Fthanks, where is could have previously been \u002Fthanks\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1136 size-large\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F03\u002Fb1wiOdkn-Google-Analytics-Goals.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"Google Analytics Goals\" width=\"840\" height=\"366\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>3. Set up new goals for Infusionsoft \u002Fsuccess\u002F pages\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>All Infusionsoft success page URLs follow a predictable format. They include your app domain name to begin, followed by a unique ID. To set this up, under Admin in the menu, navigate to Goals and create a new Custom Goal. The condition we are looking to meet is the destination page matches a regular expression, which will be the following:\u003C\u002Fp>\n\u003Cpre>^ab123.infusionsoft.com\u002Fapp\u002Fform\u002Fsuccess.*\u003C\u002Fpre>\n\u003Cp>\u003Cem>Don’t forget to change the ab123 for your app domain – you can see this in your Infusionsoft login URL\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>4. Limit self-referrers\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Within Google Analytics Admin section, under ‘Tracking Info’, we also have the ability to limit self-referring URLs. This means that traffic from these sites (the other’s we’re tracking) will not show up as referral traffic within Google Analytics.\u003C\u002Fp>\n\u003Cp>From this page, just click ‘Add Referral Exclusion’ and enter the URL(s) that you are tracking cross-domain. In our example case, you would want to enter your root domain and the app domain of Infusionsoft into this – i.e. domain.com and ab123.infusionsoft.com\u003C\u002Fp>\n\u003Cp>\u003Cstrong>5. BONUS point (tbc)\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Something we haven’t yet got round to writing up, but something that would be very beneficial would be to use custom advanced filters to filter out unique IDs from the success page URL. This will tidy up Analytics goal URLs and general page-level reporting. More on this when we can update the article, unless someone in the comments has a neat way of accomplishing this already.\u003C\u002Fp>\n\u003Chr \u002F>\n\u003Ch2 id=\"configuring-your-website-for-infusionsoft-and-google-analytics-cross-domain-tracking\">Configuring your website for Infusionsoft and Google Analytics cross domain tracking\u003C\u002Fh2>\n\u003Cp>To have this solution working correctly, there are a few small code edits required on your website.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>1. Use Universal Analytics\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Google Universal Analytics (the analytics.js tracking code) is Google’s latest take on website and app analytics. The Universal upgrade is required for this solution to work correctly. If you do not already have Universal Analytics then it should be implemented as soon as possible. (Note that we’ve included a few extra Universal plugins too, which come in handy for various digital marketing activities, so get collecting early!).\u003C\u002Fp>\n\u003Cpre><script type=\"text\u002Fjavascript\">\n\n(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){\n\n(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),\n\nm=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)\n\n})(window,document,'script','\u002F\u002Fwww.google-analytics.com\u002Fanalytics.js','ga');\n\nga('create', 'UA-12345678-1', 'auto', \u003Cstrong>{'allowLinker': true}\u003C\u002Fstrong>);\n\nga('require', 'displayfeatures');\n\nga('require', 'linkid', 'linkid.js');\n\n\u003Cstrong>ga('require', 'linker'); \u003C\u002Fstrong>\n\n\u003Cstrong>ga('linker:autoLink', [‘domain.com, ab123.infusionsoft.com'], false, true );\u003C\u002Fstrong>\n\nga('send', 'pageview');\n\n<\u002Fscript>\u003C\u002Fpre>\n\u003Cp>\u003Cem>Note the linker and linker:autoLink lines in there, plus the allowLinker addition into the ‘create’ call\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>2. Include Google Universal Analytics iFrame code, from above\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>As mentioned at the beginning of this article, some additional code will need to be placed in the website’s code.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>3. Verify your setup\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Through Google Chrome, or a browser with an Inspector, inspect the iFrame element that’s placed on the website. If the URL includes the \u003Cstrong>_ga\u003C\u002Fstrong> attribute, then this has worked correctly. I.e.\u003C\u002Fp>\n\u003Cpre>https:\u002F\u002Fab123.infusionsoft.com\u002Fapp\u002Fform\u002Fsearch-friendly-url\u003Cstrong>?_ga=1.8345679.198192456469.14145650309\u003C\u002Fstrong>\u003C\u002Fpre>\n\u003Chr \u002F>\n\u003Ch2 id=\"configuring-infusionsoft-for-goal-tracking\">Configuring Infusionsoft for goal tracking\u003C\u002Fh2>\n\u003Cp>The final step in this tutorial is to insert Google Analytics tracking code into the Infusionsoft pages so that form successes can be monitored.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>1. Insert hidden HTML blocks onto each of the Infusionsoft pages (form and thank you page).\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Within each of these, insert the following code:\u003C\u002Fp>\n\u003Cpre><script>\n\n(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){\n\n(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),\n\nm=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)\n\n})(window,document,'script','\u002F\u002Fwww.google-analytics.com\u002Fanalytics.js','ga');\n\nga('create', 'UA-12345678-1', 'auto', {'allowLinker': true});\n\nga('require', 'linker');\n\nga('linker:autoLink', ['domain.com, ab123.infusionsoft.com'], false, true );\n\nga('send', 'pageview');\n\n<\u002Fscript>\u003C\u002Fpre>\n\u003Cp>\u003Cem>N.B. We are not yet sure whether we need to include the send call on the form page, as this will double count page visits…\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>2. [Bonus tip]: Give your Infusionsoft pages a sensible custom URL\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>This will make your reports a little easier to digest!\u003C\u002Fp>\n\u003Chr \u002F>\n\u003Ch2 id=\"summary\">Summary\u003C\u002Fh2>\n\u003Cp>And that’s it! Tracking Infusionsoft in Analytics isn’t actually that different from tracking any third party CRM – the principles of cross-domain tracking and full-URL goal tracking can be directly translated to many systems.\u003C\u002Fp>\n\u003Cp>If you have a question, please leave it in the comments below, or if you think we can help with \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, please \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with us for assistance.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Further reading\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Something else that we have yet to complete is dynamically resizing iFrames based on their content height – this means your users won’t be faced with vertical scrollbars where they’re not necessary. I’d suggest this page as a starting point: http:\u002F\u002Fstackoverflow.com\u002Fquestions\u002F18765920\u002Fresize-iframe-height-according-to-content-height\u003C\u002Fp>\n",{"rendered":190,"protected":234},8436,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":1277,"inline_featured_image":234,"footnotes":5},"This blog post discusses a number of undocumented issues we encountered when implementing cross domain goal tracking with Infusionsoft and Google 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