[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Faaron-dicks\u002Fpage\u002F4":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":222,"head_links":225,"breadcrumbs":210,"posts":229,"pages":205,"head":1599},"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":206},"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 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"page":31,"link_text":41},{"ID":32,"post_author":33,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":38,"guid":39,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":40},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2026-09-25 10:45:33",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & MMM",{"page":43,"link_text":46},{"ID":44,"post_author":16,"post_date":45,"post_date_gmt":45,"post_content":5,"post_title":46,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":47,"to_ping":5,"pinged":5,"post_modified":48,"post_modified_gmt":48,"post_content_filtered":5,"post_parent":49,"guid":50,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":51},244,"2020-12-21 14:32:54","CRO","cro","2026-04-13 10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":53,"link_text":61},{"ID":54,"post_author":16,"post_date":55,"post_date_gmt":55,"post_content":5,"post_title":56,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":57,"to_ping":5,"pinged":5,"post_modified":58,"post_modified_gmt":58,"post_content_filtered":5,"post_parent":25,"guid":59,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":60},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-28 11:36:16","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise 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14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":72,"id":72,"title":73,"filename":74,"filesize":75,"url":76,"link":77,"alt":5,"author":78,"description":5,"caption":5,"name":79,"status":80,"uploaded_to":25,"date":81,"modified":81,"menu_order":25,"mime_type":82,"type":83,"subtype":84,"icon":85,"width":86,"height":87,"sizes":88},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","12","aaron-dicks2","inherit","2023-10-03 15:58:10","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":89,"thumbnail-width":90,"thumbnail-height":90,"medium":91,"medium-width":92,"medium-height":93,"medium_large":94,"medium_large-width":95,"medium_large-height":96,"large":97,"large-width":98,"large-height":99,"1536x1536":100,"1536x1536-width":101,"1536x1536-height":102,"2048x2048":103,"2048x2048-width":104,"2048x2048-height":105,"post-thumbnail":106,"post-thumbnail-width":107,"post-thumbnail-height":108,"12_col":109,"12_col-width":110,"12_col-height":111,"default_landscape":112,"default_landscape-width":113,"default_landscape-height":87,"default_portrait":114,"default_portrait-width":87,"default_portrait-height":113,"6_col_and_margin_short":115,"6_col_and_margin_short-width":107,"6_col_and_margin_short-height":111,"11_col_and_margin":116,"11_col_and_margin-width":117,"11_col_and_margin-height":111,"9_col_rectangle":118,"9_col_rectangle-width":119,"9_col_rectangle-height":120,"11_col":121,"11_col-width":122,"11_col-height":111,"staff_image_696_600":123,"staff_image_696_600-width":86,"staff_image_696_600-height":87,"rectangular_thumbnail":124,"rectangular_thumbnail-width":125,"rectangular_thumbnail-height":126},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[128],{"acf_fc_layout":129,"reduced":130,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":131,"posts":132},"author_posts",true,"Aaron Dicks’ posts",{"data":133,"pages":205},[134,151,161,171,183,195],{"type_key":135,"title":136,"excerpt":137,"to":138,"postedAt":139,"readingTime":140,"image":141,"authors":142,"category":148},"post","Impression Picks – Digital marketing roundup for July 2023","\u003Cp>Welcome to July’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Technology Director, Aaron Dicks, Head […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-picks-digital-marketing-roundup-for-july-2023\u002F","2023-07-26T10:41:03",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fazamat-e-vk8iRvRjoAg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=0%2C0%2C1600%2C1600&w=640",[143,145],{"name":4,"image":144},"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",{"name":146,"image":147},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":149,"name":150},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":135,"title":152,"excerpt":153,"to":154,"postedAt":155,"readingTime":156,"image":157,"authors":158,"category":160},"The impact of digital maturity on your marketing performance","\u003Cp>Digital transformation has been a buzzword in the business world for some time now and with very good reason. Digital transformation refers to the process of integrating digital technology into all areas of a business, fundamentally changing (and improving) how it operates and delivers value to customers. Here, we’ll explore how digital maturity impacts marketing […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-impact-of-digital-maturity-on-your-marketing-performance\u002F","2026-04-28T16:03:32",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgordon-williams-NaWJWzmprZQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=928%2C0%2C1472%2C1472&w=640",[159],{"name":4,"image":144},{"to":149,"name":150},{"type_key":135,"title":162,"excerpt":163,"to":164,"postedAt":165,"readingTime":166,"image":167,"authors":168,"category":170},"The power of digital advertising through economic uncertainty","\u003Cp>The power of advertising through a recession or period of uncertainty Advertising and marketing are the departments your Financial Director is likely to want to pull back on as soon as cost cutting measures come in to play, but this is against conventional wisdom in many ways. In short, money goes further in a downturn. […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-power-of-digital-advertising-through-economic-uncertainty\u002F","2023-01-17T10:46:52",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fship-in-rough-sea-budget-recession.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[169],{"name":4,"image":144},{"to":149,"name":150},{"type_key":135,"title":172,"excerpt":173,"to":174,"postedAt":175,"readingTime":176,"image":177,"authors":178,"category":180},"Preparing you for Google Analytics 4","\u003Cp>In our latest webinar, we covered the recent announcement and implications of Google’s decision to sunset Universal Analytics in favour of Google Analytics 4 – and how you can prepare for it! This blog captures content from our talk, if you’d prefer to watch a recording of the session, click here. Read on to learn […]\u003C\u002Fp>\n","\u002Fblog\u002Fpreparing-you-for-google-analytics-4\u002F","2023-02-13T14:04:28",22,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FGA4-webinar-blog-adaptation-cover-image-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[179],{"name":4,"image":144},{"to":181,"name":182},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":135,"title":184,"excerpt":185,"to":186,"postedAt":187,"readingTime":188,"image":189,"authors":190,"category":192},"Impression becomes carbon negative","\u003Cp>We’re really pleased to announce that a longstanding and value-driven ambition of Impression has been reached today, as we become a “carbon negative” business. Initially we were wanting to calculate our direct carbon emissions, but you may already sense these measurements are difficult to come by in a robust manner – especially if as an […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-carbon-negative\u002F","2022-03-11T11:03:26",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503618_mangrove-climate-positive-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[191],{"name":4,"image":144},{"to":193,"name":194},"\u002Fblog\u002Fcategory\u002Four-impact\u002F","Our Impact",{"type_key":135,"title":196,"excerpt":197,"to":198,"postedAt":199,"readingTime":200,"image":201,"authors":202,"category":204},"What is the new Google Analytics 4, and should I be using it already?","\u003Cp>Google has just enhanced and renamed the (beta) Web + App analytics property type to “Google Analytics 4”.  The property type captures data in a slightly different way to Universal Analytics, its predecessor and still the most popular web analytics platform on the market. Some elements of the analytics platform may seem familiar but under […]\u003C\u002Fp>\n","\u002Fblog\u002Fnew-google-analytics-4\u002F","2022-02-07T16:48:14",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FrRqwtjTr-050720211625503653_google-analytics-banner.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[203],{"name":4,"image":144},{"to":181,"name":182},"15",{"type":207,"style":208,"title":209,"heading":4,"intro":11,"services":12,"breadcrumbs":210,"photo":89,"social":222},"author","dark","Meet the Team",[211,214,217,220],{"path":212,"name":213},"\u002F","Home",{"path":215,"name":216},"\u002Fabout\u002F","About Us",{"path":218,"name":219},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":221,"name":4},null,{"twitter":223,"linkedin":224},"https:\u002F\u002Ftwitter.com\u002Faarondicks","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Faarondicks\u002F",[226],{"rel":227,"href":228},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Faaron-dicks\u002F",[230,601,796,1006,1198,1404],{"id":231,"date":232,"date_gmt":232,"guid":233,"modified":139,"modified_gmt":139,"slug":235,"status":19,"type":135,"link":138,"title":236,"content":237,"excerpt":240,"author":241,"featured_media":242,"comment_status":20,"ping_status":20,"sticky":239,"template":5,"format":243,"meta":244,"categories":246,"collections":248,"coauthors":249,"class_list":251,"acf":259,"head_links":260,"breadcrumbs":261,"url_path":138,"search_description":268,"featured_image_urls":269,"authors":304,"type_nicename":368,"reading_minutes":140,"category":369,"yoast_title":245,"yoast_meta":371,"yoast_json_ld":425,"_links":551},24206,"2023-07-31T09:00:00",{"rendered":234},"\u002F?p=24206","impression-picks-digital-marketing-roundup-for-july-2023",{"rendered":136},{"rendered":238,"protected":239},"\n\u003Cp>Welcome to July’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month.\u003C\u002Fp>\n\n\n\n\u003Cp>This month features thoughts from our strategy team, including; Technology Director, Aaron Dicks, Head of Paid Social, Amy Stamper and Head of Digital PR, Damian Summers. As always, we hope you enjoy the content and insights we provide as a part of our monthly roundups.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#back-to-the-future-media-effectiveness-measurement-in-2023-and-beyond\">Back to the future? Media effectiveness measurement in 2023 and beyond\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#100-million-sign-ups-in-4-days-is-threads-changing-the-game-for-social-networks\">100 million sign-ups in 4 days - is Threads changing the game for social networks?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#you-are-awful-netflix-commands-attention-with-its-latest-merging-of-realities\">You are awful! Netflix commands attention with its latest merging of realities\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"back-to-the-future-media-effectiveness-measurement-in-2023-and-beyond\">Back to the future? Media effectiveness measurement in 2023 and beyond\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Marketing attribution has always been a hot topic, but it’s reaching peak relevance in 2023. This is caused in part by the changing third-party cookie landscape, changing consumer behaviours, and actions taken by digital media platforms in response to various policy and legal changes.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fimpression-picks-july-banner-2023-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24203\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Media effectiveness measurement seeks to establish the incremental sales volume — in both the short and long term — that a piece of advertising exposure gains. From this, a return on investment figure can be calculated.\u003C\u002Fp>\n\n\n\n\u003Cp>For the last decade or so, digital attribution has been the focus of most advertisers and it is very good at attributing for digital channels. However, most make no allowance for the effect of brand or offline advertising on incremental results. Not all brands have large budgets to advertise offline, however, all brands are capable of building some brand equity which can be understated by such measurement.\u003C\u002Fp>\n\n\n\n\u003Cp>Increasingly, with buyer journeys spanning multiple screens and devices, even multi-touch attribution (“MTA”) have struggled to stay relevant even though it has been the basis for the majority of digital media buying until recently. \u003C\u002Fp>\n\n\n\n\u003Cp>This year, many advertisers are looking to the past to re-establish (for some) long-forgotten measurement strategies, such as media-mix modelling, or often also called “econometrics”. These statistical studies have remained in the mainstay for larger brands with data science teams, or those investing significantly in traditional media, however for the majority of advertisers these studies have either been forgotten, or never started. \u003C\u002Fp>\n\n\n\n\u003Cp>Conversely, with the current investments and excitement in machine learning and artificial intelligence, some data scientists are turning to modelling to fill our measurement gaps. Regardless of whether or not you have data science capabilities in-house, I would recommend staying close to industry changes and remaining informed on the evolving dialogue around the measurement topic, as more is about to change in digital attribution in the next 12 months than ever before.\u003C\u002Fp>\n\n\n\n\u003Cp>I’d recommend watching Les Binet, a master of effectiveness measurement in the second video on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fipa.co.uk\u002Fknowledge\u002Fvideos-podcasts\u002Fthe-3rd-age-of-effectiveness\u002F\">this page\u003C\u002Fa>. And, if you’d like to hear from agencies on the topic of attribution, see this article on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thedrum.com\u002Fnews\u002F2023\u002F07\u002F10\u002Fattribution-matters-how-marketers-are-navigating-uncomfortably-complex-topic\">\u003Cstrong>The Drum\u003C\u002Fstrong>\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Article by: Aaron Dicks\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"100-million-sign-ups-in-4-days-is-threads-changing-the-game-for-social-networks\">100 million sign-ups in 4 days – is Threads changing the game for social networks?\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>The latest social network innovation from Meta has surfaced – Threads. Threads is designed in an obviously competitive way to Twitter, a network that has seen its influence decline since Elon Musk’s takeover, and has generated 100 million sign-ups within just 4 days.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fimpression-picks-july-banner-2023-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24204\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>But will Threads keep up the momentum and take over Twitter (or, as Elon might prefer us to say – the platform formerly known as Twitter, now X)? And most importantly, what does this emerging network mean for marketers?\u003C\u002Fp>\n\n\n\n\u003Cp>Threads provide its users with a seamless login in which profiles can be imported straight from Instagram, reducing data entry barriers, and the time needed to set up a profile and thereby playing into optimal user attention rates. Providing a simple and clean user experience, with brands and users alike being excited to try out the new platform. In comparison to other networks such as Instagram and TikTok, the feed of Threads appeared less personalised –  and content wasn’t especially new with many brands initially copying their latest Tweets. However, with such a hefty and instantly-acquired user base, it is only a matter of time until we see this network mature further.\u003C\u002Fp>\n\n\n\n\u003Cp>Looking into the future, we will inevitably see ads on the platform – and I reckon it won’t be taking too long until we as marketers need to account for this in our planning. The usual blockers for ads are a lot lower on Threads compared to any other emerging platform, and here is why:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Brand Safety is usually the biggest barrier when expanding ad platforms. However, as users sign up to Threads with their Instagram handle, Threads is a lot less anonymous than for example Twitter. Instagram is the place to go for sharing holiday photos, life events and to chat with friends, making it a lot harder for users to be a keyboard warrior in front of everyone they know.\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Meta already owns a powerful ads system in which Threads placements could easily integrate.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The user base is already over 100 million – big and growing\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Ready-made ad personalisation. Users already own accounts on Instagram (likely Facebook, too), meaning that Meta knows all about the Threads user base already. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>For now, Threads opens up a lot of exciting potential opportunities. However, as with all things on the internet, people can become bored quickly and more on the next big exciting thing – Threads usage is already dropping a little after an explosive start. \u003C\u002Fp>\n\n\n\n\u003Cp>Is Threads going to succeed in keeping people engaged? Momentum is key here, but only time will tell.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Insight by: Amy Stamper\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"you-are-awful-netflix-commands-attention-with-its-latest-merging-of-realities\">You are awful! Netflix commands attention with its latest merging of realities\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>This month, Netflix released its sixth series of Black Mirror, featuring its first episode ‘Joan Is Awful’. In the episode, the Black Mirror writers turn their focus on AI, content consumption and us, as Joan’s life and her decisions start being broadcast as a new series to subscribers of ‘Streamberry’, a fictional streaming service.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fimpression-picks-july-banner-2023-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24205\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>The episode shines a light on our habit of skimming through T&Cs before purchasing or committing to a service, putting the fear in viewers, with searches for ‘Netflix terms and conditions’ spiking following the release of the episode. As part of its campaign for the new series, Netflix also launched a real-life ‘Streamberry’ site (https:\u002F\u002Fstreamberry.tv\u002F) and accompanying ‘You Are Awful’ (https:\u002F\u002Fyouareawful.com\u002F) domain allowing anyone to become the star of their own awful biopic.\u003C\u002Fp>\n\n\n\n\u003Cp>The sites themselves have naturally amassed coverage and links from 100s of domains, including Yahoo, Mashable, The Sun, The Independent and Radio Times to name a few. While 100s of viewers have uploaded pictures of themselves to become stars of the show, to then find themselves plastered across social media and billboards around the UK.\u003C\u002Fp>\n\n\n\n\u003Cp>Netflix has successfully combined an understanding of its audience, along with PR, social and OOH to make its opening Black Mirror episode a reality. It’s tapped into something we all encounter on a daily basis, displayed it through a fictional series, but blurred the lines with its marketing channels using the media to completely immerse viewers in its dystopian world, involving lovers of the show and intriguing newcomers to find out more. It’s a real lesson in knowing your audience, what engages them and activating the right channels to command their attention.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cspan style=\"text-decoration: underline;\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fblackmirror\u002Fstatus\u002F1672253738344390658\">Read the full article\u003C\u002Fa>\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Campaign review by: Damian Summers\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Look out for our next Impression Picks in August for more digital marketing articles, insights and campaigns to inspire your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital strategy\u003C\u002Fa>. Have any further questions? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch!\u003C\u002Fa>\u003C\u002Fp>\n",false,{"rendered":137,"protected":239},1,24219,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":245,"_yoast_wpseo_metadesc":5,"inline_featured_image":239,"footnotes":5},"Impression Picks – Digital marketing roundup for July 2023 | Impression",[247],39,[],[15,250],107,[252,135,253,254,255,256,257,258],"post-24206","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing",[],[],[262,263,266,267],{"path":212,"name":213},{"path":264,"name":265},"\u002Fblog\u002F","Blog",{"path":149,"name":150},{"path":221,"name":136},"Welcome to July’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Technology Director, Aaron Dicks, Head […]",{"thumbnail":270,"medium":272,"medium_large":274,"large":276,"1536x1536":280,"2048x2048":282,"post-thumbnail":284,"12_col":286,"default_landscape":288,"default_portrait":290,"6_col_and_margin_short":292,"11_col_and_margin":294,"9_col_rectangle":296,"11_col":298,"staff_image_696_600":300,"rectangular_thumbnail":302},{"url":141,"width":271,"height":271},640,{"url":273,"width":92,"height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fazamat-e-vk8iRvRjoAg-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":275,"width":95,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fazamat-e-vk8iRvRjoAg-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":277,"width":278,"height":279},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fazamat-e-vk8iRvRjoAg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":281,"width":101,"height":101},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fazamat-e-vk8iRvRjoAg-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":283,"width":104,"height":104},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fazamat-e-vk8iRvRjoAg-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":285,"width":107,"height":108},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fazamat-e-vk8iRvRjoAg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":287,"width":110,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fazamat-e-vk8iRvRjoAg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":289,"width":113,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fazamat-e-vk8iRvRjoAg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":291,"width":87,"height":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fazamat-e-vk8iRvRjoAg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":293,"width":107,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fazamat-e-vk8iRvRjoAg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":295,"width":117,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fazamat-e-vk8iRvRjoAg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":297,"width":119,"height":120},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fazamat-e-vk8iRvRjoAg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":299,"width":122,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fazamat-e-vk8iRvRjoAg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":301,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fazamat-e-vk8iRvRjoAg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":303,"width":125,"height":126},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fazamat-e-vk8iRvRjoAg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[305,321],{"id":241,"path":306,"display_name":4,"job_title":10,"description":6,"avatar_url":144,"acf":307},"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F",{"job_title":10,"full_bio":11,"specialist_service_links":308,"photo":319},[309,311,313,315,317],{"page":310,"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},{"page":312,"link_text":41},{"ID":32,"post_author":33,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":38,"guid":39,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":40},{"page":314,"link_text":46},{"ID":44,"post_author":16,"post_date":45,"post_date_gmt":45,"post_content":5,"post_title":46,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":47,"to_ping":5,"pinged":5,"post_modified":48,"post_modified_gmt":48,"post_content_filtered":5,"post_parent":49,"guid":50,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":51},{"page":316,"link_text":61},{"ID":54,"post_author":16,"post_date":55,"post_date_gmt":55,"post_content":5,"post_title":56,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":57,"to_ping":5,"pin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Head of Paid Social","I'm passionate about helping clients shape their digital strategy, especially if it involves integrated campaigns. World traveller, box-set devourer and gig-goer.",{"full_bio":326,"job_title":323,"specialist_service_links":327,"photo":342},"\u003Cp>Director, Head of Paid Social. Joined Impression in October 2019.\u003C\u002Fp>\n\u003Cp>After 5 years’ experience in a startup agency, I learned about all aspects of digital from PPC to content to email campaigns – but I soon realised that paid social is what I loved the most. After a years’ break to go travelling, I joined Impression as its first purely paid social person in the paid media team.\u003C\u002Fp>\n\u003Cp>Day to day, my time is spent analysing campaign performance, delivering training sessions, and investigating new, innovative strategies with my clients. Digital marketing changes all the time, so I’m passionate about innovation, whether that’s trialling new audience targeting or testing completely new social media advertising platforms.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I was proud to have been Impression’s first purely paid social-focused team member, and to have helped the team and service grow significantly since 2019.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I love travelling to new places, scuba diving, lounging on the beach, and good food and drink – so I especially love trips that combine all of the above.\u003C\u002Fp>\n",[328,339],{"page":329,"link_text":338},{"ID":330,"post_author":16,"post_date":331,"post_date_gmt":331,"post_content":5,"post_title":332,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":333,"to_ping":5,"pinged":5,"post_modified":334,"post_modified_gmt":334,"post_content_filtered":5,"post_parent":335,"guid":336,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":337},221,"2020-12-18 15:16:14","PPC","ppc","2026-02-25 14:37:29",169,"\u002F?page_id=221","\u002Fpaid-media\u002Fppc\u002F","Paid 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Here, we’ll explore how digital maturity impacts marketing performance, specifically in the realm of digital marketing and advertising.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#understanding-the-importance-of-digital-maturity-in-marketing\">Understanding the importance of digital maturity in marketing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-positive-impact-of-digital-maturity-on-marketing-performance\">The positive impact of digital maturity on marketing performance\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#a-more-comprehensive-understanding-of-your-target-audience\">A more comprehensive understanding of your target audience\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#reaching-your-target-audience-through-more-varied-channels\">Reaching your target audience through more varied channels\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#measure-the-effectiveness-of-your-marketing-efforts-in-real-time\">Measure the effectiveness of your marketing efforts in real-time\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#act-faster-on-better-data\">Act faster on better data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#a-deeper-understanding\">A deeper understanding\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"understanding-the-importance-of-digital-maturity-in-marketing\">\u003Cstrong>Understanding the importance of digital maturity in marketing\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As businesses increasingly adopt digital technology, the expectations of consumers have also shifted, in many cases with consumer expectations advancing at a higher rate than many businesses can keep up with. Digital consumers want personalised, relevant content delivered to them on their preferred devices, at the right time and in the right format. \u003C\u002Fp>\n\n\n\n\u003Cp>Traditional marketing approaches that rely on mass communication or linear broadcast advertising still have their place in a marketing mix, however, when considered alongside performance marketing, they’re no longer as effective as they once were in a silo. To succeed in today’s digital age, businesses must embrace digital advertising as a key part of their overall marketing strategy, and the only way to do this correctly, time and time again, and at scale, is through reliance on technology. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-positive-impact-of-digital-maturity-on-marketing-performance\">\u003Cstrong>The positive impact of digital maturity on marketing performance\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The positive impact of digital maturity on marketing performance can be seen in a number of ways:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"a-more-comprehensive-understanding-of-your-target-audience\">A more comprehensive understanding of your target audience\u003C\u002Fh3>\n\n\n\n\u003Cp>Businesses with high levels of digital maturity tend to have a more comprehensive understanding of their target audience. This is because they have access to vast amounts of data on consumer behaviour and preferences, which can be used to inform marketing and advertising efforts. Such data often is a blend of first and third-party data, collected from website and app activity, customer surveys, service and returns teams, and internal data analyses, combined with purchased audience data from advertiser platforms and a variety of third-party insights. Digital maturity as presented through data capabilities and teams, or agency relationships, will allow your business to collect, analyse, and leverage data to create personalised marketing campaigns that resonate with your target audience. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"450\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fdigital-maturity-connected-channels-image.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-22694\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"reaching-your-target-audience-through-more-varied-channels\">Reaching your target audience through more varied channels\u003C\u002Fh3>\n\n\n\n\u003Cp>Digital maturity enables businesses to reach their target audience through a variety of channels. In addition to traditional marketing channels, digital marketing offers a wide range of channels. Not only does digital offer the channels you’re more commonly aware of, such as social media, email, search engines, and mobile apps, but there’s also a growing list of surfaces in which you can target your media on, most of which are bought ‘programmatically’ – such as DOOH (‘Digital Out Of Home’) advertising like on billboards and bus stops, and ‘takeovers’ or ‘mastheads’ where full website ad wrappers can be applied based on either user or website contextual targeting. By leveraging these channels, businesses can reach their target audience where they are most likely to engage with their content. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"measure-the-effectiveness-of-your-marketing-efforts-in-real-time\">Measure the effectiveness of your marketing efforts in real-time\u003C\u002Fh3>\n\n\n\n\u003Cp>Real-time marketing measurement is also a huge benefit to digitally mature organisations. In these businesses, data pipelines exist between data sources, giving real-time feedback on company performance. \u003C\u002Fp>\n\n\n\n\u003Cp>Of course, digital advertising platforms themselves operate in near real-time, but connecting this with \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fcrm-agency\u002F\">CRM\u003C\u002Fa> systems, marketing automation platforms, information on live stock levels and other internal information adds more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbenefits-of-using-crm-data-for-google-ads\u002F\">context to the basic campaign analytics\u003C\u002Fa>. This real-time information allows businesses to quickly identify which marketing efforts are working and which are not, and make adjustments accordingly. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"450\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fdigital-maturity-act-fast-image.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-22696\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"act-faster-on-better-data\">Act faster on better data\u003C\u002Fh3>\n\n\n\n\u003Cp>Whilst it’s long been true that \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fprogrammatic-advertising-explained\u002F\">programmatic media\u003C\u002Fa> (including PPC and Paid Social Ads) allows marketers to be more responsive to performance feedback than linear TV or more traditional advertising metrics, businesses which are more digitally mature typically also have access to better data in the same timeframe. \u003C\u002Fp>\n\n\n\n\u003Cp>By better data, what we mean is that the insights derived from it can lead to higher marketing effectiveness. For example, by combining performance data with customer and\u002For sales data, businesses can take a longer-term view of the impacts of their performance marketing. This allows campaigns to be optimised and purchased based on metrics such as Customer Lifetime Value, rather than in-platform ROI\u002FROAS. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"a-deeper-understanding\">A deeper understanding\u003C\u002Fh3>\n\n\n\n\u003Cp>Not many companies approach all digital decisions as if they were optional, but in actual fact, all channel activations, media purchases or website or creative changes are. A culture of testing changes is imperative if you want to get better insight into ‘what works’ online. Digitally mature businesses understand this (and more importantly so do their executives!) In terms of effectiveness, reporting on test results is more important than the tests themselves, as, without reflection and potential change, the effort invested into a testing programme may never pay dividends. \u003C\u002Fp>\n\n\n\n\u003Cp>Digital transformation is essential for businesses looking to succeed in today’s digital age. Digital maturity has a significant impact on marketing performance, allowing businesses to create personalised marketing campaigns, reach their target audience through a variety of channels, test and measure the effectiveness of their marketing efforts in real time, and be more agile and responsive due to the quality of their data. \u003C\u002Fp>\n\n\n\n\u003Cp>By embracing digital marketing and advertising as a key part of their \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002Fdigital-marketing-audit\u002F\">overall marketing strategy\u003C\u002Fa>, businesses can stay ahead of the curve and meet the evolving expectations of digital consumers.\u003C\u002Fp>\n\n\n\n\u003Cp>We help our clients with \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fin-housing-support\u002F\">digital maturity consultancy\u003C\u002Fa> and related data and advertising services. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> if you think you could benefit from this approach.\u003C\u002Fp>\n",{"rendered":153,"protected":239},22698,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":613,"_yoast_wpseo_metadesc":614,"inline_featured_image":239,"footnotes":5},"The impact of digital maturity on your marketing performance | Impression","Digital transformation is essential for businesses in today's digital age. Digital maturity has a significant impact on marketing performance.",[247],[],[15],[619,135,253,254,255,256,257,258],"post-22687",[],[],[623,624,625,626],{"path":212,"name":213},{"path":264,"name":265},{"path":149,"name":150},{"path":221,"name":152},{"thumbnail":628,"medium":629,"medium_large":631,"large":633,"1536x1536":635,"2048x2048":637,"post-thumbnail":639,"12_col":641,"default_landscape":643,"default_portrait":645,"6_col_and_margin_short":647,"11_col_and_margin":649,"9_col_rectangle":651,"11_col":653,"staff_image_696_600":655,"rectangular_thumbnail":657},{"url":157,"width":271,"height":271},{"url":630,"width":92,"height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgordon-williams-NaWJWzmprZQ-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=123&q=90&w=200",{"url":632,"width":95,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgordon-williams-NaWJWzmprZQ-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=471&q=90&w=768",{"url":634,"width":278,"height":279},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgordon-williams-NaWJWzmprZQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":636,"width":101,"height":101},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgordon-williams-NaWJWzmprZQ-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=942&q=90&w=1536",{"url":638,"width":104,"height":104},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgordon-williams-NaWJWzmprZQ-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1256&q=90&w=2048",{"url":640,"width":107,"height":108},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgordon-williams-NaWJWzmprZQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":642,"width":110,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgordon-williams-NaWJWzmprZQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":644,"width":113,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgordon-williams-NaWJWzmprZQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":646,"width":87,"height":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgordon-williams-NaWJWzmprZQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":648,"width":107,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgordon-williams-NaWJWzmprZQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":650,"width":117,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgordon-williams-NaWJWzmprZQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":652,"width":119,"height":120},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgordon-williams-NaWJWzmprZQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":654,"width":122,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgordon-williams-NaWJWzmprZQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":656,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgordon-williams-NaWJWzmprZQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":658,"width":125,"height":126},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fgordon-williams-NaWJWzmprZQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&rect=0%2C15%2C2400%2C960&w=750",[660],{"id":241,"path":306,"display_name":4,"job_title":10,"description":6,"avatar_url":144,"acf":661},{"job_title":10,"full_bio":11,"specialist_service_links":662,"photo":673},[663,665,667,669,671],{"page":664,"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},{"page":666,"link_text":41},{"ID":32,"post_author":33,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":38,"guid":39,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":40},{"page":668,"link_text":46},{"ID":44,"post_author":16,"post_date":45,"post_date_gmt":45,"post_content":5,"post_title":46,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":47,"to_ping":5,"pinged":5,"post_modified":48,"post_modified_gmt":48,"post_content_filtered":5,"post_parent":49,"guid":50,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_p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class=\"wp-block-heading\" id=\"the-power-of-advertising-through-a-recession-or-period-of-uncertainty\">The power of advertising through a recession or period of uncertainty\u003C\u002Fh2>\n\n\n\n\u003Cp>Advertising and marketing are the departments your Financial Director is likely to want to pull back on as soon as cost cutting measures come in to play, but this is against conventional wisdom in many ways. In short, money goes further in a downturn. You get a higher share of voice as competitors back out of your market, and of course: downturns end and you want to come out stronger than ever. \u003C\u002Fp>\n\n\n\n\u003Cp>As management consultancy \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Flink.gale.com\u002Fapps\u002Fdoc\u002FA90701250\u002FAONE?\">McKinsey published\u003C\u002Fa> in their 2002 Quarterly Special Edition on Risk and Resilience, which has time and time been proved true: \u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>\u003Cem>“Thus, when other companies simply battened down the hatches, seeing only risk during the recession, the more successful competitors found opportunity and pressed their advantages.“\u003C\u002Fem>\u003C\u002Fp>\u003Ccite>Dobbs, Richard F., et al. “Learning to love recessions”\u003C\u002Fcite>\u003C\u002Fblockquote>\n\n\n\n\u003Cp>Here we look at the economic uncertainty and the looming warnings around a 2022 recession, I make my case for diversified investment at this tricky time, and also share some specific ideas for you to consider across your paid and organic digital advertising channels. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-power-of-advertising-through-a-recession-or-period-of-uncertainty\">The power of advertising through a recession or period of uncertainty\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#economic-uncertainty-in-2022\">Economic uncertainty in 2022\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#issues-with-the-current-sme-digital-advertising-landscape\">Issues with the current SME digital advertising landscape\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#advertising-in-a-recession\">Advertising in a recession?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#further-essential-reading-in-this-section\">Further essential reading in this section\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#digital-advertising-through-a-recession\">Digital advertising through a recession\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#digital-paid-performance-paid-search-social-display-and-video\">Digital Paid Performance, Paid Search, Social Display and Video\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#organic-media-seo-and-online-pr\">Organic media, SEO and Online PR\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-you-can-do-next\">What you can do next\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"economic-uncertainty-in-2022\">\u003Cstrong>Economic uncertainty in 2022\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Economic uncertainty has been a constant since early 2020 when the impact from the Coronavirus pandemic was first felt, but as we now look towards the remainder of 2022 and beyond, with the current news stating the UK is likely to face a larger recession than our EU peers, preparing to face the recession head on is now very much front of mind. \u003C\u002Fp>\n\n\n\n\u003Cp>Note: The composition of the S&P500 (USA) and the FTSE 100 (UK) stock markets are different and therefore they sometimes produce different results, which the UK saw in 2016 briefly. However in a more global economy and context the below graph still delivers the point that perhaps an economic rebalance is overdue.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fsp500-bull-markets-over-time.png\" alt=\"\" class=\"wp-image-18686\"\u002F>\u003Cfigcaption>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.isabelnet.com\u002Fsp-500-history-of-u-s-bull-and-bear-markets\u002F\">\u003Cem>Source: Goldman Sachs – S&P 500 Bull & Bear Market History, 1900-2019.\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Looking back at the graph above, some economists had high hopes for a rebound in 2022 after the short-lived recession triggered by the pandemic, and for a while this seemed true by the end of 2021:\u003Cem> \u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>2022 will be a critical year in which the imbalances wrought by the pandemic will likely begin to resolve. \u003C\u002Fp>\u003Ccite>Lisa Shalett – Chief Investment Officer, Wealth Management. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.morganstanley.com\u002Fideas\u002Finvestment-outlook-2022-hotter-business-cycle\">Source\u003C\u002Fa>.\u003C\u002Fcite>\u003C\u002Fblockquote>\n\n\n\n\u003Cp>Despite things looking like they were back on the up in January 2022, from what we’ve seen so far this hasn’t been the case. The War in Ukraine, rising cost of living & energy crisis, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fec.europa.eu\u002Finfo\u002Fbusiness-economy-euro\u002Feconomic-performance-and-forecasts\u002Feconomic-forecasts\u002Fspring-2022-economic-forecast_en\">labour struggles\u003C\u002Fa>, further lockdowns in China and supply chain disruptions and the risk of stagflation are hammering growth. For many countries, \u003Ca href=\"https:\u002F\u002Fwww.worldbank.org\u002Fen\u002Fnews\u002Fpress-release\u002F2022\u002F06\u002F07\u002Fstagflation-risk-rises-amid-sharp-slowdown-in-growth-energy-markets\">recession will be hard to avoid\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>As of June 2022, the S&P500 fell into a bear market with the stock market falling drastically from the previously positive outlook from January’s high.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1232\" height=\"702\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fbear-market-level-new-york-times.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18711\"\u002F>\u003Cfigcaption>\u003Cem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.nytimes.com\u002Flive\u002F2022\u002F06\u002F13\u002Fbusiness\u002Fstocks-bear-market\">Source: New York Times – ‘S&P 500 Falls Into Bear Market’\u003C\u002Fa>\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>On the other hand, here in the UK, the FTSE100 has produced different results. Whilst it isn’t in a bear market \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.proactiveinvestors.co.uk\u002Fcompanies\u002Fnews\u002F985447\u002Fwhy-the-ftse100-isn-t-in-a-bear-market-yet-985447.html\">yet\u003C\u002Fa>, consumer confidence is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ft.com\u002Fcontent\u002Fde798aac-2162-42cd-baaf-2accf546762c\">weakening\u003C\u002Fa> overall. This fall in consumer confidence has been emphasised by the news coverage of a potential recession, leading to all-time low in brand loyalty also.\u003C\u002Fp>\n\n\n\n\u003Cp>This blog is based on theory, studies and popular opinion. It doesn’t take into account \u003Cem>your\u003C\u002Fem> individual business’ current product demand, competitive action, staffing abilities or financial situation. Understandably, many businesses in the UK and those countries harder hit will be seeing decreased demand right now, and staff are likely to have been laid off across your supply chain. \u003C\u002Fp>\n\n\n\n\u003Cp>For the duration of this article, I’m putting aside the devastating humanitarian, personnel and HR impacts that both the cost of living crisis and a recession has and will have. I’m focusing only on marketing strategy, facts and the data that have come from previous recessions to make the case for continuing to invest and advertise through them. \u003C\u002Fp>\n\n\n\n\u003Cp>As is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fhbr.org\u002F2009\u002F04\u002Fhow-to-market-in-a-downturn-2\">often written\u003C\u002Fa> on the topic, “no two downturns are exactly alike” and as we’ve tired of hearing, we’ve been through, or are certainly in “unprecedented times”. However different this period is, there will always be similarities with other recessions: decreased consumer spending, lower market confidence, growing unemployment, less travel, fewer speculative business purchases and more.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"issues-with-the-current-sme-digital-advertising-landscape\">\u003Cstrong>Issues with the current SME digital advertising landscape\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Small and medium companies often don’t have the data density available to them that larger organisations are fortunate to have. With the additional data, PLCs and larger businesses can effectively analyse different attribution models and utilise \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fdata-science\u002F\">data science\u003C\u002Fa>-driven analyses like econometric modelling. Without that data the analysis, even with non-last-click attribution, is somewhat limited (\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fchanges-you-need-to-know-before-switching-to-google-analytics-4\u002F\">though improving\u003C\u002Fa>). \u003C\u002Fp>\n\n\n\n\u003Cp>This has been a growing disparity between enterprise and SME businesses. In many ways, with the late noughties fanfare around digital advertising and it being the answer to all businesses’ marketing problems, coupled with the rudimentary attribution tools available in the early days of internet advertising, it’s easy to see how inbound performance advertising has seen such growth. (In the early days, and until quite recently, the last touchpoint always took the credit for the sale – usually Paid Search). \u003C\u002Fp>\n\n\n\n\u003Cp>The result of this issue is that many firms, especially SMEs and those not in the enterprise space, are over-invested in performance paid media. By performance, here I refer to Paid Search and Paid Shopping activity — all bottom of the funnel advertising, far away from brand and audience building work. When the economy is on the up, or the company is running a price promotion, sales from performance channels are good, and incremental gains in these activities are to be celebrated. However, with little brand reinforcement during the marketing and sales experience, little residual brand equity and loyalty remain. \u003C\u002Fp>\n\n\n\n\u003Cp>Digital advertising has grown exponentially over the last decade, of which Impression has been around for most of that period. We’ve also witnessed the steep growth of other brand eroders, such as shopping comparison sites, marketplaces and coupon affiliate sites just to name a few. \u003C\u002Fp>\n\n\n\n\u003Cp>That’s not to say each channel doesn’t have a place, or that I’m against \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">Paid Search\u003C\u002Fa> (clearly not the case!) but the important point here is that if we as marketers chase the final attribution channel (affiliate, Paid Search, coupons, remarketing, etc) then in a time where such advertising is pulled back, then there’s no fallback in place. \u003C\u002Fp>\n\n\n\n\u003Cp>In this article, I want to make the argument for branded display and video advertising (often simplified to just \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">‘programmatic display’\u003C\u002Fa>), and I suggest that now is the time that your business might strategically use it to grow your share of voice in your market.  \u003C\u002Fp>\n\n\n\n\u003Cp>As a quick aside, check out \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.marketingweek.com\u002Fadidas-marketing-effectiveness\u002F\">this telling article\u003C\u002Fa> by Simon Peel, global media director at Adidas, and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fipa.co.uk\u002Fknowledge\u002Fpublications-reports\u002Fthe-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies\">read here\u003C\u002Fa> (premium) the recommendation of infamous \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fipa.co.uk\u002Fknowledge\u002Fpublications-reports\u002Fthe-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies\">Peter Field on his “60\u002F40” rule\u003C\u002Fa>, weighted in 60% brand 40% performance of budget allocation. \u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>We had an understanding it was digital advertising driving ecommerce sales and as a consequence we were over-investing.\u003C\u002Fp>\u003Ccite>Simon Peel, Adidas. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.marketingweek.com\u002Fadidas-marketing-effectiveness\u002F\">Source\u003C\u002Fa>.\u003C\u002Fcite>\u003C\u002Fblockquote>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"advertising-in-a-recession\">\u003Cstrong>Advertising in a recession \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Henry Ford is frequently quoted saying “a man who stops advertising to save money is like a man who stops a clock to save time” and this has time and time again been proven true. In fact there are numerous analyses of individual studies, following some of the developed world’s most recent and famous recessions. A great roundup is \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.consterdine.com\u002Farticlefiles\u002F79\u002Fppai_adv_in_rec.pdf\">available here by Guy Consterdine\u003C\u002Fa> in which he reviews 9 studies and makes reference to many more. (These are really worth a read – it’s a short PDF.)\u003C\u002Fp>\n\n\n\n\u003Cp>In just one example, ahead of the 2008 IPA seminar, marketing consultant Peter Field was able to show that during an economic downturn, brands whose marketing share of voice was higher than their share of market tended to grow their share of market. This was from a meta analysis of 880 case studies from the IPA Databank. He concluded that a share of voice increase of 10% during a recession resulted in a share of market growth in real terms of one percent. \u003C\u002Fp>\n\n\n\n\u003Cp>Consterdine (\u003Cem>emphasis mine\u003C\u002Fem>) noted that:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-left has-text-color has-medium-font-size\" style=\"color:#107de6\">\u003Cem>“By modelling a series of scenarios, Field showed that when cutting budgets in a recession, the short-term improvement in profitability was rapidly overtaken by a severe decline in profitability in the medium and long term… Because of the partially lagged effect on sales of marketing investment, \u003Cstrong>the short-term result of cutting expenditure looks attractive for a short while but masks the considerable damage being done to longer-term profitability\u003C\u002Fstrong>”.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Peter Field in \u003Cem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fipa.co.uk\u002Fknowledge\u002Fpublications-reports\u002Fthe-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies\">The Long and the Short of It\u003C\u002Fa>\u003C\u002Fem> famously argues that there are two communication types which impact many buying decisions. These being \u003Cstrong>Rational Messaging\u003C\u002Fstrong> – system 2 logical reasoning that requires attention and interest at the time of research, and \u003Cstrong>Emotional Priming\u003C\u002Fstrong> – long lasting system 1 triggers where marketing messages require less attention to absorb \u003Cem>and\u003C\u002Fem> which grows deeper after repeated exposure. \u003C\u002Fp>\n\n\n\n\u003Cp>When mapped like in the graph below, you can see over a period of time, Emotional Priming wins over any short term Rational messages — so get creative, consider wider advertising formats, and consider a long term brand building approach.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fpeter-field-emotional-priming-vs-rational.png\" alt=\"\" class=\"wp-image-18685\"\u002F>\u003Cfigcaption>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fipa.co.uk\u002Fknowledge\u002Fpublications-reports\u002Fthe-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies\">\u003Cem>Source: Les Binet & Peter Field ‘The Long and Short of It: Balancing Short and Long-term Marketing Strategies\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Marketers should think twice when considering cutting budgets during a recession. Considering both the advertising lag and the impact of emotional priming in the long run, pauses or decreases in advertising budgets when share of voice can be bought at lower prices seem disingenuous. Time lag associated with advertising then means in the period following the downturn, the latent brand value is diminished. \u003C\u002Fp>\n\n\n\n\u003Cp>However, all decisions depend on the company’s ability to make such investments in the economic climate. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.data2decisions.com\u002F\">Data2Decisions\u003C\u002Fa> was also a frequent data publisher of studies following the last recession and was also present at the 2008 IPA Seminar. The graph below shows modelled reports on real companies who cut advertising and marketing budgets – in this example for one year – to demonstrate the time lag effect of advertising. What Data2Decisions stated was that a pause in advertising spend does provide a misleading short term boost in profitability however the time lag can take several periods to recover. Half the budget also took more than half the time to recover. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fdata-2-decisions-long-term-marketing-investment-recession-or-pandemic.png\" alt=\"\" class=\"wp-image-18684\"\u002F>\u003Cfigcaption>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.data2decisions.com\u002Fbuilding-the-case\">\u003Cem>Source: Data2Decisions ‘Building the case for long-term advertising’\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"further-essential-reading-in-this-section\">Further essential reading in this section\u003C\u002Fh3>\n\n\n\n\u003Cp>In the links below, see further arguments and case studies from companies like De Beers in the ‘08 financial crisis recession. Read how advertising is always cut at a higher percentage than real GDP growth (well, contraction), and how share of market can be grown in recessions simply by holding ground and effectively growing your share of voice in the market simply due to competitors exiting. \u003C\u002Fp>\n\n\n\n\u003Cp>The general consensus across marketers more famous than me is; when the recession ends, your return on your marketing expenditures will be multiplied”: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fhbr.org\u002F2009\u002F04\u002Fhow-to-market-in-a-downturn-2\">How to Market in a Downturn\u003C\u002Fa> – HBR \u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fbradadgate\u002F2019\u002F09\u002F05\u002Fwhen-a-recession-comes-dont-stop-advertising\u002F\">When A Recession Comes, Don’t Stop Advertising\u003C\u002Fa> – Forbes\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wordstream.com\u002Fblog\u002Fws\u002F2021\u002F03\u002F19\u002Fprepare-for-recession\">How to Prepare Your Business to Withstand a (Potentially Upcoming) Recession\u003C\u002Fa> – WordStream\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fadage.com\u002Farticle\u002Fopinion\u002Frecession-proof-marketing-5-strategies-cmos\u002F2419526\">Recession-proof marketing—5 strategies for CMOs\u003C\u002Fa> – AdAge\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wearemiq.com\u002Fblog\u002Fadvertising-during-a-recession\u002F\">Advertising during a recession\u003C\u002Fa> – MiQ\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fadage.com\u002Farticle\u002Fcmo-strategy\u002Fwhat-marketers-and-agencies-might-expect-if-recession-happens\u002F2195251\">What marketers and agencies might expect if a recession happens\u003C\u002Fa> – AdAge \u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Favekon.org\u002Fpapers\u002F1141.pdf\">The Role of Advertising during Recession\u003C\u002Fa> – Avekon\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wordstream.com\u002Fblog\u002Fws\u002F2020\u002F09\u002F24\u002Fmarketing-during-recession\">10 Essential Tips on Marketing During a Recession (+Why It’s Crucial)\u003C\u002Fa> – WordStream\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"digital-advertising-through-a-recession\">\u003Cstrong>Digital advertising through a recession\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Now, of course, the above is general marketing theory and not necessarily \u003Cem>digital advertising\u003C\u002Fem>, by which I’m mostly now talking about paid advertising (search and display). \u003C\u002Fp>\n\n\n\n\u003Cp>Organic search engine advertising and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR,\u003C\u002Fa> although some it feeds inbound searcher intent like Paid Search advertising, is a longer term investment a brand should be investing in. As such, I wouldn’t class this as performance marketing. Organic search activity, with the time lags associated with it, should be a year-round investment, as I make the case for in the next section.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"digital-paid-performance-paid-search-social-display-and-video\">Digital Paid Performance, Paid Search, Social Display and Video\u003C\u002Fh3>\n\n\n\n\u003Cp>Paid Search advertising by its very nature \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fai.googleblog.com\u002F2012\u002F03\u002Fimpact-of-organic-ranking-on-ad-click.html\">is incremental\u003C\u002Fa> but in many cases does not cannibalise organic performance, where there is no comparable organic result for an ad query. In 2012, 50% of clicks on ads where a position 1 organic ranking was achieved were incremental in a study produced, ironically, by Google itself. Ad formats and the number of ads have changed since then, but it stands to reason that paid activity on Search still delivers approximately an additional 50% of incremental click throughs to your site. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>(Note, \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fresearch.google\u002Fpubs\u002Fpub37731\u002F\">\u003Cem>Nike’s study\u003C\u002Fem>\u003C\u002Fa>\u003Cem> as mentioned above placed significantly lower value on Paid Search but they arguably had a much larger brand than your average Google Ads advertiser.)\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Non performance activity, such as paid display, paid social and video advertising will not necessarily result in direct visits and direct purchases in the same way that performance advertising will do. However, this is more reminiscent of the studies observed in the 2008 IPA seminar where the outputs were familiarity and price insensitivity with a brand and its products and services. \u003C\u002Fp>\n\n\n\n\u003Cp>These channels, when crafted carefully, play on the emotional priming of a consumer and therefore are best suited to products and services that have longer decision making timespans, on products for the home, or more costly investments be that at home or work. Whilst in many cases these channels work with performance paid media, they can also work standalone. \u003C\u002Fp>\n\n\n\n\u003Cp>When paired with Paid Search, ensure your attribution model considers view-through conversions and longer look-back windows to account for display, social and video in the initial touchpoint. \u003C\u002Fp>\n\n\n\n\u003Cp>WordStream has broken down data from Google to create an article for the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wordstream.com\u002Fblog\u002Fws\u002F2015\u002F05\u002F21\u002Fhow-much-does-adwords-cost\">average cost for Google Ads & Trends\u003C\u002Fa> and a benchmark for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wordstream.com\u002Fblog\u002Fws\u002F2022\u002F05\u002F18\u002Fsearch-advertising-benchmarks\">Google Ads & Microsoft ads across industry for 2022\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>With better attribution tools now available to small and medium enterprises, the subsequent over-investment in Paid Search now becoming apparent, and the cheaper clicks and views now available in the current economic downturn, all as discussed above in this article, I am making the argument that:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center has-text-color\" style=\"color:#107de6;font-size:22px\">\u003Cem>Now is the time SME advertisers should be diversifying their paid media strategy beyond Paid Search, building prospecting audiences, and taking this period of lower cost to connect with their future customers more. \u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Paid Search activity should continue at levels where performance isn’t diminishing but beyond that paid display, paid social media, and perhaps even some YouTube video advertising is the next logical step. \u003C\u002Fp>\n\n\n\n\u003Cp>Some simple steps, and our current advice, for paid media campaigns in the current climate are; \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Ensure your call to actions are relevant for the current economic climate. \u003C\u002Fli>\u003Cli>Test your creative. Edit your message. Make your creative work harder for you.\u003C\u002Fli>\u003Cli>If you expect delays in shipping or availability, don’t make ad copy promises that cannot be kept.\u003C\u002Fli>\u003Cli>Remain authentic; customers are people too, and will understand changes in your proposition. \u003C\u002Fli>\u003Cli>Check in on the effectiveness of your social\u002Fsearch audience matching, now more users are using home devices, or work devices at home. The line between work and home life is blurring and that may be beneficial for audience targeting. \u003C\u002Fli>\u003Cli>Review your attribution modelling, and look at the impact of assisted and view-through conversions to get a wider view on where your sales\u002Fleads are coming from. \u003C\u002Fli>\u003Cli>Ensure you are maximising opportunity within your existing performance campaigns that may be capped, look for dropping cost per clicks, or increased search volumes.\u003C\u002Fli>\u003Cli>Ensure that you’re making your product or service offer accessible. If anything the last few years has taught us is that digital transformation should be a key part of your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital strategy\u003C\u002Fa>. Where possible, your product should be easy to access online, or at least you should have a more accessible version of an offline-focused product\u002Fservice.\u003C\u002Fli>\u003Cli>Launch into more display, social and video activity as soon as you can, whilst visibility is cheap and your competitors may be paused. \u003C\u002Fli>\u003Cli>Reach out to your Google and Facebook reps for more industry information, or get in touch with our team to help you do so.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"organic-media-seo-and-online-pr\">Organic media, SEO and Online PR\u003C\u002Fh3>\n\n\n\n\u003Cp>When it comes to SEO investments in recessions, or specifically during this current cost of living crisis, the argument is similar. SEO as a channel naturally has time lags associated with its return on investment — this can be for many reasons, not least that it is dependent on so many third parties, including Google’s software. \u003C\u002Fp>\n\n\n\n\u003Cp>Investments in SEO will continue to rise over the coming years and competitor activity will only increase. The law of supply and demand tells us that the cost of appearing at the top of Google’s organic listings will increase simply because there is a limited supply of these position #1 locations. \u003C\u002Fp>\n\n\n\n\u003Cp>Competitor activity is therefore strong for almost all “head terms” — those being your most competitive and most profitable. \u003C\u002Fp>\n\n\n\n\u003Cp>Some simple steps, and our current advice, for SEO campaigns in the current climate are; \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Prepare your link building campaigns for the inevitable economic bounce back — get on the front foot early. \u003C\u002Fli>\u003Cli>Continue to build and consolidate optimised content on your website, as this work should be “always-on” anyway. \u003C\u002Fli>\u003Cli>Avoid short term reactive activity \u003Cem>unless\u003C\u002Fem> it fits with your business offer, in which case act quickly and sensitively to capitalise on the opportunity.\u003C\u002Fli>\u003Cli>Consider hygiene link building work rather than ‘hero’ link building work, considering the media is otherwise engaged in economic news (or in any period where the news focuses on long-term issues, i.e pandemic, crisis, etc).\u003C\u002Fli>\u003Cli>Consider ‘hero’ or ‘hub’ style content projects ready to launch prior to economic recovery, so you come out of the period stronger than before.\u003C\u002Fli>\u003Cli>Continue monitoring competitor activity and be sure to capitalise on any emerging gaps. Not all competitors will continue their investment in SEO over this period so it stands to reason some performance from this channel is up for grabs in a shooter period of time than usual. \u003C\u002Fli>\u003Cli>If your primary SEO task(s) may be hampered by resource or the news agenda due to the situation, take the opportunity to audit aspects of your SEO strategy that may not be the usual day-to-day focus, including local SEO presence and performance, E-A-T considerations, backlink audits, competitor audits and gap analysis.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-you-can-do-next\">\u003Cstrong>What you can do next\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If you are currently considering decreasing your digital advertising activity, I would strongly recommend looking into the data presented here to understand whether or not your brand could stand to grow market share despite the circumstances. \u003C\u002Fp>\n\n\n\n\u003Cp>This is specifically useful for brands not currently engaged in paid display, social or video advertising, but also for those seeing increased performance opportunities in Paid Search & shopping, or those engaged in SEO. \u003C\u002Fp>\n\n\n\n\u003Cp>Digital advertising will continue to bring its same benefits; measurability and exposure despite most social or economic issues, but with a lower cost at this particular point in time. \u003C\u002Fp>\n\n\n\n\u003Cp>Perhaps take some inspiration from the channel-specific activities mentioned above and consider how these can be rolled into your existing digital marketing planning. We, our partners, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftrends.google.com\u002Ftrends\u002Fstory\u002FUS_cu_zIUiXGABAACOWM_en_en-US\">Google\u003C\u002Fa>, and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.mckinsey.com\u002Fbusiness-functions\u002Fgrowth-marketing-and-sales\u002Four-insights\u002Fhow-us-consumers-are-feeling-shopping-and-spending-and-what-it-means-for-companies\">McKinsey\u003C\u002Fa> are noting particular increases in the following categories, just to name a few;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Online gaming, streaming, media \u003C\u002Fli>\u003Cli>Consumer electronics, software and home entertainment\u003C\u002Fli>\u003Cli>Beauty and cosmetics\u003C\u002Fli>\u003Cli>Clothing, accessories & apparel (fashion)\u003C\u002Fli>\u003Cli>Fitness products and sports apparel\u003C\u002Fli>\u003Cli>Pet supplies\u003C\u002Fli>\u003Cli>Real estate\u003C\u002Fli>\u003Cli>Travel & Leisure\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Of course, if Impression can help you during these times, please \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to speak with our amazing team. \u003Cbr>\u003C\u002Fp>\n",{"rendered":163,"protected":239},18713,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":808,"_yoast_wpseo_metadesc":809,"inline_featured_image":239,"footnotes":5},"Power of digital advertising through a recession or economic uncertainty %%sep%% %%sitename%%","Advertising and marketing are the departments your Financial Director is likely to want to pull back on as soon as cost cutting measures come in to play, but this is against conventional wisdom in many ways. In short, money goes further in a downturn.",[247,811,812,813,241],45,41,40,[],[15],[817,135,253,254,255,256,257,258,818,819,820,821],"post-5072","category-digital-pr","category-measurement","category-ppc","category-seo",[],[],[825,826,827,828],{"path":212,"name":213},{"path":264,"name":265},{"path":149,"name":150},{"path":221,"name":162},{"thumbnail":830,"medium":831,"medium_large":833,"large":835,"1536x1536":837,"2048x2048":839,"post-thumbnail":841,"12_col":843,"default_landscape":845,"default_portrait":847,"6_col_and_margin_short":849,"11_col_and_margin":851,"9_col_rectangle":853,"11_col":855,"staff_image_696_600":857,"rectangular_thumbnail":859},{"url":167,"width":271,"height":271},{"url":832,"width":92,"height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fship-in-rough-sea-budget-recession.jpg?auto=compress%2Cformat&fit=scale&h=148&q=90&w=200",{"url":834,"width":95,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fship-in-rough-sea-budget-recession.jpg?auto=compress%2Cformat&fit=scale&h=569&q=90&w=768",{"url":836,"width":278,"height":279},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fship-in-rough-sea-budget-recession.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":838,"width":101,"height":101},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fship-in-rough-sea-budget-recession.jpg?auto=compress%2Cformat&fit=scale&h=1137&q=90&w=1536",{"url":840,"width":104,"height":104},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fship-in-rough-sea-budget-recession.jpg?auto=compress%2Cformat&fit=scale&h=1516&q=90&w=2048",{"url":842,"width":107,"height":108},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fship-in-rough-sea-budget-recession.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":844,"width":110,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fship-in-rough-sea-budget-recession.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":846,"width":113,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fship-in-rough-sea-budget-recession.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":848,"width":87,"height":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fship-in-rough-sea-budget-recession.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":850,"width":107,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fship-in-rough-sea-budget-recession.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":852,"width":117,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fship-in-rough-sea-budget-recession.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":854,"width":119,"height":120},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fship-in-rough-sea-budget-recession.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":856,"width":122,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fship-in-rough-sea-budget-recession.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":858,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fship-in-rough-sea-budget-recession.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":860,"width":125,"height":126},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fship-in-rough-sea-budget-recession.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[862],{"id":241,"path":306,"display_name":4,"job_title":10,"description":6,"avatar_url":144,"acf":863},{"job_title":10,"full_bio":11,"specialist_service_links":864,"photo":875},[865,867,869,871,873],{"page":866,"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},{"page":868,"link_text":41},{"ID":32,"post_author":33,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":38,"guid":39,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":40},{"page":870,"link_text":46},{"ID":44,"post_author":16,"post_date":45,"post_date_gmt":45,"post_content":5,"post_title":46,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":47,"to_ping":5,"pinged":5,"post_modified":48,"post_modified_gmt":48,"post_content_filtered":5,"post_parent":49,"guid":50,"menu_order":25,"post_type":2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PR","\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F",{"id":812,"name":182,"path":181},{"id":813,"name":332,"path":884},"\u002Fblog\u002Fcategory\u002Fppc\u002F",{"id":241,"name":886,"path":887},"SEO","\u002Fblog\u002Fcategory\u002Fseo\u002F","Power of digital advertising through a recession or economic uncertainty - 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our latest webinar, we covered the recent announcement and implications of Google’s decision to sunset Universal Analytics in favour of Google Analytics 4 – and how you can prepare for it!\u003C\u002Fp>\n\n\n\n\u003Cp>This blog captures content from our talk, if you’d prefer to watch a recording of the session, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002Fgearing-up-for-google-analytics-4-webinar\u002F\">click here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Read on to learn about:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>What we know so far about Google Analytics 4 and why is it replacing Universal Analytics\u003C\u002Fli>\u003Cli>How Google Analytics 4 works and how it differs from Universal Analytics\u003C\u002Fli>\u003Cli>What this means for marketers and what you should be doing about it\u003C\u002Fli>\u003Cli>Questions and answers covering GA4 and its implications from the live webinar\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#whats-happening-and-why\">What’s happening, and why?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-we-know-so-far\">What we know so far…\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#why-is-it-changing-now\">Why is it changing now?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-ga4-and-whats-different-about-it\">What is GA4 and what’s different about it?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-google-analytics-4-is\">What Google Analytics 4 IS\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-google-analytics-4-is-not\">What Google Analytics 4 is NOT\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#ga4-v-universal-analytics\">GA4 v Universal Analytics\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#differences-in-how-google-analytics-4-works\">Differences in how Google Analytics 4 works\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-data-model\">The data model\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#channel-groupings\">Channel groupings\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-technology\">The technology\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#differences-in-ga4-interface-and-reporting\">Differences in GA4 interface and reporting\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#attribution-modelling-property-wide\">Attribution modelling property-wide\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#machine-learning-features\">Machine Learning features\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#events-and-conversions\">Events and conversions\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#exploration\">Exploration\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#funnel-exploration\">Funnel Exploration\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#custom-menus\">Custom menus\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-does-all-this-mean-for-marketers\">What does all this mean for marketers?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#get-set-up-before-1st-july-this-year\">Get set up before 1st July - this year!\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#understand-the-data-differences\">Understand the data differences\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#consider-expert-support\">Consider expert support\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#faqs\">FAQs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#does-ecommerce-purchase-tracking-need-to-be-set-up-i-have-ga4-set-up-for-a-while-now-but-its-not-showing-any-purchases-for-some-reason\">“Does eCommerce purchase tracking need to be set up? I have GA4 set up for a while now but it’s not showing any purchases for some reason?”\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#do-i-have-to-re-tag-my-entire-website-for-ga4\">“Do I have to re-tag my entire website for GA4?”\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#are-new-default-channel-groupings-in-addition-to-the-existing-ones\">“Are new Default Channel Groupings in addition to the existing ones?”\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#will-there-be-a-social-media-campaign-tracking-opportunity-to-track-without-the-utms\">“Will there be a social media\u002Fcampaign tracking opportunity to track without the UTMs?”\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#will-we-be-able-to-keep-using-custom-utms\">“Will we be able to keep using custom UTMs?”\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#how-much-traffic-would-you-need-on-your-website-to-enable-machine-learning-to-predict-audiences-and-metrics\">“How much traffic would you need on your website to enable machine-learning to predict audiences and metrics?”\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#how-does-ga4-work-with-single-page-apps\">“How does GA4 work with Single page apps”\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#will-the-total-number-of-users-replace-sessions-in-terms-of-traditional-ecommerce-high-level-kpis-sessions-conversion-rate-and-transactions-revenue\">“Will the total number of users replace sessions in terms of traditional ecommerce high level KPIs, sessions, conversion rate and transactions\u002Frevenue?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"whats-happening-and-why\">\u003Cstrong>What’s happening, and why?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-we-know-so-far\">What we know so far…\u003C\u002Fh3>\n\n\n\n\u003Cp>On March 16th, Google announced that ‘\u003Ca href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F11583528?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">Universal Analytics will be going away\u003C\u002Fa>’. By ‘going away’ they mean that Universal Analytics, sometimes called Google Analytics 3, will officially be deprecated in 2023. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>One key date to be aware of is July 1st 2023\u003C\u002Fstrong>, this is the date upon which all standard universal analytics properties will stop processing new hits. In other words, no new data will be tracked, and you’ll only be able to use Universal Analytics to view historical data that was gathered up until that point. If you are a GA 360 user, then you have until October 1st 2023 before the same thing will happen to your analytics properties. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1959\" height=\"1104\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fpreparing-you-for-google-analytics-4-timeline-edited.png?auto=compress%2Cformat&q=90\" alt=\"Timeline, what we know so far:\nMarch 16th 2022: Google announces the upcoming deprecation of Universal Analytics.\nJuly 1st 2023: Standard Universal Analytics properties will stop processing new hits.\nOctober 1st 2023: Extended deadline for analytics 360 properties.\n'At least' 6 months after July 1st: No longer able to access previously processed data in Universal Analytics.\n'Future Date': Universal Analytics properties will no longer be available.\" class=\"wp-image-16708\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>At this point the timelines get a little bit less specific, but Google has confirmed that “at least 6 months” after July 1st 2023, you will no longer be able to access previously processed data in Universal Analytics. This is the time window in which Google highly recommends that you export your data. Although, as we’ll come to, we’d strongly recommend that you don’t wait until that point to take action.\u003C\u002Fp>\n\n\n\n\u003Cp>Finally, Google has said that in the coming months they will confirm a future date, at which point existing Universal Analytics properties will no longer be available, which means you’ll no longer be able to see UA reports in the interface or access data via the API.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"why-is-it-changing-now\">Why is it changing now?\u003C\u002Fh3>\n\n\n\n\u003Cp>Web analytics vendors have increasingly found themselves with mounting issues over the last decade, starting with EU and Californian legislation, EU Privacy Directive, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgetting-ready-for-gdpr\u002F\">GDPR\u003C\u002Fa> and the CCPA, but then followed by other territories.  All of this legislation generally has one impact in common, to limit the effectiveness of web tracking companies through giving web users the ability to revoke their consent to being tracked and to be forgotten. \u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, software vendors of mobile devices and internet browsers have followed suit. Webkit, which powers Apple Safari, first announced its ITP (Intelligent Tracking Prevention) in 2017 and since then has increased privacy controls to the extent that now many trackers are blocked by default. Firefox introduced ETP, and even Google Chrome has announced a future change in this area too. The Brave browser and others like it also are privacy-first, meaning that analytics and pixel tracking effectiveness is reduced or blocked. You can see a timeline of many of the changes over the last 5 or so years below, but it doesn’t even cover every contributory factor. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"843\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fpreparing-you-for-google-analytics-4-vendor-timeline.png?auto=compress%2Cformat&q=90\" alt=\"Vendor timelines for ramp up of privacy protections.\" class=\"wp-image-16704\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>As you can imagine, with this trend, not all user behaviour and acquisition data even makes it to your web analytics platform of choice, so you can see why we can confidently say even your cleanest data hasn’t been correct for some time. \u003C\u002Fp>\n\n\n\n\u003Cp>We make so many important business and advertising decisions based on this information. So many financial investment decisions are made on the back of this data. (\u003Cem>Almost scary isn’t it!\u003C\u002Fem>) \u003C\u002Fp>\n\n\n\n\u003Cp>Some things, however, are for certain in the software vendors responses:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Web analytics as a discipline isn’t going anywhere\u003C\u002Fli>\u003Cli>Accuracy is going to continue to be a growing challenge\u003C\u002Fli>\u003Cli>There are, and will be more, gaps in our data. And so data modelling, especially through machine learning, is going to need to play a big part in this in the future to fill some of the gaps\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>So, that’s a good bit of background info, but we’ll now start looking at the new GA4 platform.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-ga4-and-whats-different-about-it\">\u003Cstrong>What is GA4 and what’s different about it?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>It’s best if we give a quick overview of what GA4 actually is and what it is not first before we offer more detail about how it differs from Universal Analytics.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-google-analytics-4-is\">What Google Analytics 4 IS\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cstrong>1.\u003C\u002Fstrong> Google Analytics 4 is a fundamentally different product from Universal Analytics. It’s important to understand that this is not simply a newer version of the analytics that you might be used to; it works in a significantly different way.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>2.\u003C\u002Fstrong> GA4 has been built with a privacy-first future in mind. This means that it has been built to work with a reduced reliance on cookies, and will use a variety of modelling techniques to fill in the gaps that cookies may have previously.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>3.\u003C\u002Fstrong> GA4 should be able to provide more complete data to its users than Universal Analytics. This change should ultimately be good news in the long-term!\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-google-analytics-4-is-not\">What Google Analytics 4 is NOT\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cstrong>1.\u003C\u002Fstrong> It’s not really \u003Cem>‘new’\u003C\u002Fem>. GA4 has been around for a while, albeit under different names. GA4 was first introduced as the “App & Web” reporting beta, before it was renamed for clarity and all-round snappiness. Back in October 2020 it was announced that GA4 would become the default option when setting up a new property.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>2.\u003C\u002Fstrong> It’s not currently an automatic upgrade and this is very important to be aware of. You will need to follow a few simple steps to do this. However, just because it’s simple to technically upgrade to GA4, doesn’t mean that it’s simple to get it to work in the same way that you’re used to with your current Universal Analytics setup.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>3.\u003C\u002Fstrong> GA4 is not the same as when it was first released as the App & Web  beta. This means that some features that weren’t originally present, now are. So if you found you were held back in the past by the features offered by GA4, they may well have been added by now.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1125\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fwhat-google-analytics-4-is-and-is-not.png?auto=compress%2Cformat&q=90\" alt=\"What is Google Analytics 4?\nIt's not really new.\nIt's not an automatic upgrade.\nIt's not the same as it was when first released.\nIt is a fundamentally different product to UA.\nIt is built with a privacy-first future in mind.\nIt is able to provide more complete data than UA.\" class=\"wp-image-16711\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ga4-v-universal-analytics\">\u003Cstrong>GA4 v Universal Analytics\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>There’s two ways of looking at how GA4 is different to Universal Analytics (a.k.a GA3, if you like):\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>The data model, what the software sets out to achieve, and some other structural changes\u003C\u002Fstrong>\u003C\u002Fli>\u003Cli>\u003Cstrong>The user interface and reporting options this presents \u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Before we jump into a lot of – but not all key differences, it’s worth just highlighting the fact that GA4 is still very new. Therefore, the pace of change and version releases for GA4 is still quite high. \u003C\u002Fp>\n\n\n\n\u003Cp>There are still a number of features missing from GA4 which are expected, such as annotations, so we’ll have to keep our eyes peeled for these in the future. Features such as Search Console integration was only a relatively recent addition to GA4, for example.\u003C\u002Fp>\n\n\n\n\u003Cp>Just in the last 6 months or so, there have been around \u003Cstrong>18\u003C\u002Fstrong> releases. These included new features such as Cross-channel Data-driven attribution, numerous 360 integration releases such as DV360 and SA360 integration, new channel grouping rules and as mentioned the search console integration too. \u003C\u002Fp>\n\n\n\n\u003Cp>There has been a lot of progress and the pace has been set, so we can expect more before these 2023 deadlines. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"differences-in-how-google-analytics-4-works\">\u003Cstrong>Differences in how Google Analytics 4 works\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"the-data-model\">The data model\u003C\u002Fh3>\n\n\n\n\u003Cp>In Universal Analytics, users can be tracked with different types of hits with a fixed data schema and customisation through \u003Cstrong>20\u003C\u002Fstrong> custom dimensions and \u003Cstrong>20\u003C\u002Fstrong> custom metrics, such as ‘Page view’. In Google Analytics 4, All hit types are ‘events’ with a customisable data schema to suit your needs. User-scoped custom dimensions are capped at \u003Cstrong>25\u003C\u002Fstrong> and event custom dimensions and metrics each capped at \u003Cstrong>50\u003C\u002Fstrong>. This makes GA4 and its dimensions and metrics a lot more reusable and extendable.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"511\" height=\"399\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fga4-data-model-table-1.png?auto=compress%2Cformat&q=90\" alt=\"In UA a hit type can be 'page view' in GA4 this is captured as 'event'.\" class=\"wp-image-16712\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"706\" height=\"251\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fga4-data-model-table-2.png?auto=compress%2Cformat&q=90\" alt=\"In UA, scope is captured as 'hit-scope'. In GA4, this is captured as 'event scoped custom dimension'.\" class=\"wp-image-16713\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google Analytics 4 also tracks users slightly differently as there’s more of a focus on active users. So, you should expect to see some discrepancies between Universal Analytics and GA4 when reporting. It’s important to know that the concept of a session has been scrapped as well in GA4. Whilst there are many arguments suggesting why this may be a good thing or a bad thing, it will potentially start to affect some of your monthly or weekly reports.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"channel-groupings\">Channel groupings\u003C\u002Fh3>\n\n\n\n\u003Cp>Channel Groupings have had a lot more attention recently with lots of positive improvements. Now out of the box channels such as Paid Social exist on their own. This is something that in Universal Analytics you’d have to create manually. On a technical implementation level, the new Channel Groupings are simpler to work with as they focus on the URL tagging UTM parameters more rather than opaque system defined sources. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fpreparing-you-for-google-analytics-4-new-channel-groupings-1.png?auto=compress%2Cformat&q=90\" alt=\"New GA4 default channel groupings.\nOrganic shopping\nPaid shopping\nOrganic video\nPaid video\nPaid other\nAudio\nSMS\nMobile push notifications\" class=\"wp-image-16714\" width=\"325\" height=\"352\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>It is also worth noting that ‘Standard’ – or free – GA4 doesn’t have ‘views’ under the property level. Everything sits within the main property, so this is a different structure to what you might be used to.\u003C\u002Fp>\n\n\n\n\u003Cp>Google Analytics 360 customers who are subscribers to Google Marketing Platform will have access to what’s now called subproperties, which is in addition to rollup properties (this is similar to what we’ve seen before). \u003C\u002Fp>\n\n\n\n\u003Cp>Our take on this is that actually losing ‘views’ isn’t a huge problem. Data partitioning for reporting can be achieved in other ways easily and without risk of permanent data loss. In our experience we saw properties with numerous ‘views’ set up incorrectly more times than not.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"the-technology\">The technology\u003C\u002Fh3>\n\n\n\n\u003Cp>Google Analytics 4 clearly aims to be more compliant with privacy legislation out of the box. For instance:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>There’s much less focus on cookies and to some extent (although the actual efficacy of this is yet) can work without them. \u003C\u002Fli>\u003Cli>There’s no default IP address storage. Why? If we look at what’s happened in the world for the last few years. Mobile and home working has massively made IP addresses a completely redundant identifier now.\u003C\u002Fli>\u003Cli>Limited data retention compared with UA (only 14 months storage and 2 months by default). For this reason it’s important to consider how you archive your first party user and behaviour data, either through an off the shelf solution, native Google BigQuery integration, or an enterprise data warehouse solution.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Now more than ever there is a bigger focus on machine learning. This extends beyond the ‘insights’ feature you might have seen in Universal Analytics, which is also present in GA4. Machine learning now fills in some data gaps and powers more intelligent attribution modelling as well as more predictive capabilities such as the new audiences feature and demographics provided through the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9445345?hl=en#zippy=%2Cin-this-article\">‘Signals’\u003C\u002Fa> feature.\u003C\u002Fp>\n\n\n\n\u003Cp>You should bear in mind that some reports might look slightly different once the data are 48 hours old, due to there being multiple processing steps in GA4 data now.  We can’t see evidence of this being significant at all but it’s worth bearing in mind. Universal Analytics had a once-daily processing window too, but it wasn’t as long.\u003C\u002Fp>\n\n\n\n\u003Cp>As you’d expect, from the initial 2017 release of ‘App & Web’ the properties still support the combination of web, iOS and Android app trackers together.  And also, through the set up and especially when implemented through Google Tag Manager, there’s lots of default event types which you can track more easily through GA4 than it was to do so in Universal Analytics.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"differences-in-ga4-interface-and-reporting\">\u003Cstrong>Differences in GA4 interface and reporting\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"attribution-modelling-property-wide\">Attribution modelling property-wide\u003C\u002Fh3>\n\n\n\n\u003Cp>Attribution modelling is now property-wide rather than only confined to the model comparison tools as it was in Universal Analytics. And also, changes to this setting, which can be found in your property admin area, affects both historical and future data. Changes to the admin settings in Universal Analytics would typically only impact future data. \u003C\u002Fp>\n\n\n\n\u003Cp>This is a really powerful and positive change for reporting. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fpreparing-you-for-ga4-attribution-settings.png?auto=compress%2Cformat&q=90\" alt=\"Attribution settings - Reporting attribution model. Data-driven (recommended).\" class=\"wp-image-16722\" width=\"294\" height=\"350\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"machine-learning-features\">Machine Learning features\u003C\u002Fh3>\n\n\n\n\u003Cp>For larger accounts where there is enough data density to enable some of the more advanced machine learning features to work, the product contains a number of additional features. \u003C\u002Fp>\n\n\n\n\u003Cp>These mostly revolve around: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Predictive metrics\u003C\u002Fstrong> – calculated daily per user\u003C\u002Fli>\u003Cli>\u003Cstrong>Predictive audiences \u003C\u002Fstrong>– which can be synced with Google advertising products \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>The Insights feature found in Universal Analytics is carried over into GA4. It’s currently under ongoing development and can be found in the ‘Reports’ section.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fpreparing-you-for-ga4-machine-learning-features.png?auto=compress%2Cformat&q=90\" alt=\"Machine-learning prediction summary.\" class=\"wp-image-16725\" width=\"552\" height=\"335\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fpreparing-you-for-ga4-metric-definitions-machine-learning.png?auto=compress%2Cformat&q=90\" alt=\"Machine-learning metrics and definitions.\" class=\"wp-image-16726\" width=\"521\" height=\"169\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"events-and-conversions\">Events and conversions\u003C\u002Fh3>\n\n\n\n\u003Cp>Managing events and conversion event settings in GA4 is arguably simpler than in Universal Analytics. \u003C\u002Fp>\n\n\n\n\u003Cp>In GA4 you can view all events and from a reporting screen you can easily toggle on and off whether each event is a conversion action, i.e. a form fill, micro conversion. Purchase events are automatically classed as conversions.\u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, a new feature is you can now actually define and create an event based on conditions within Analytics itself. If you are familiar with Google Tag Manager, the interface will feel familiar. It can help you with simple reporting challenges such as views to a specific page or perhaps that page view in combination with another condition being met, for example. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fpreparing-you-for-ga4-events-and-conversions-1.png?auto=compress%2Cformat&q=90\" alt=\"Create event function in GA4.\" class=\"wp-image-16729\" width=\"740\" height=\"434\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fpreparing-you-for-ga4-events-and-conversions-2.png?auto=compress%2Cformat&q=90\" alt=\"Event name example, i.e. 'generate_lead' marked as conversion.\" class=\"wp-image-16730\" width=\"711\" height=\"164\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"exploration\">Exploration\u003C\u002Fh3>\n\n\n\n\u003Cp>Within the Google Analytics 4 interface itself, there’s a new reporting suite, too. There’s plenty of additional interesting deep-dive reports within Analytics which you should really check out. Some are new, and some are overhauled, but given the different data and attribution models these will look different to reports produced in Universal Analytics.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fpreparing-you-for-google-analytics-4-exploration.png?auto=compress%2Cformat&q=90\" alt=\"GA4 reporting suite techniques.\" class=\"wp-image-16731\" width=\"622\" height=\"324\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"funnel-exploration\">Funnel Exploration\u003C\u002Fh3>\n\n\n\n\u003Cp>Previously funnel visualisations in Universal Analytics were limited to only the checkout steps and shopping behaviour reports. This was likely because these reports were added to Analytics over time. Whereas now with the new flat data structure in GA4 (all being events) this has been opened up to accommodate any event hit type available in the platform. \u003C\u002Fp>\n\n\n\n\u003Cp>You can also do side by side segment comparisons in a report. For example, you can compare advertising channels, geographies, device type, or much more!  You can also pull in elapsed time per stage too which might be really helpful for behavioural analysis. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fpreparing-you-for-google-analytics-4-funnel-exploration.png?auto=compress%2Cformat&q=90\" alt=\"Funnel exploration in GA4 to measure events.\" class=\"wp-image-16733\" width=\"670\" height=\"371\"\u002F>\u003Cfigcaption>Image credit: analyticsmania.com\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"custom-menus\">Custom menus\u003C\u002Fh3>\n\n\n\n\u003Cp>Another interface feature which might help with team adoption is the ability to create your own menus within the app, to get you to your favourite or custom reports quickly. This isn’t exactly a huge feature from Google’s standpoint but I think I can see the benefit of this and how we’ll use it here at Impression, so it’s a nice additional thing to quickly highlight. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fpreparing-you-for-google-analytics-4-custom-menus.png?auto=compress%2Cformat&q=90\" alt=\"Custom menus set up for user life cycle and user demographics.\" class=\"wp-image-16736\" width=\"733\" height=\"335\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-does-all-this-mean-for-marketers\">\u003Cstrong>What does all this mean for marketers?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We want to cover what’s probably the most important question on your minds, which is what does all this mean for marketers, and what should you be doing to prepare for it?\u003C\u002Fp>\n\n\n\n\u003Cp>We’ve highlighted 3 key takeaways that you should definitely start considering…\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"get-set-up-before-1st-july-this-year\">Get set up before 1st July – this year!\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Get a GA4 property set up as soon as possible, but definitely before July this year.\u003C\u002Fli>\u003Cli>Ensure property configuration matches your universal analytics as much as possible – especially when it comes to conversion actions and events\u003C\u002Fli>\u003Cli>Ensure you set your data retention to 14 months if you are happy with that duration\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>If you know you have what’s called a ‘datalayer’ on your website (it helps provide Google Tag Manager with accurate reporting data), then you will want to ensure your IT team or developers know about this upcoming change, as they may need to re-work this to be compatible with GA4 in the long run.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"understand-the-data-differences\">Understand the data differences\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Be prepared to see slightly different audience numbers between the platforms, due to how active users are calculated and recognised \u003C\u002Fli>\u003Cli>Prepare to lose ‘sessions’ as a metric – You can mitigate this by creating reports early with your fresh data and begin looking at these side-by-side\u003C\u002Fli>\u003Cli>If you use data studio to aggregate reporting, consider including some GA4 data in here early.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Prepare yourself for explaining these differences to any stakeholders who report on them – but rest assured you will have 18+ months of overlapping data to show trends in both platforms where needed! \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"consider-expert-support\">Consider expert support\u003C\u002Fh3>\n\n\n\n\u003Cp>We can help with this, so please \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">reach out\u003C\u002Fa> if you’d like to discuss this with us a little more.  \u003C\u002Fp>\n\n\n\n\u003Cp>Alternatively you may already have an agency or web developer relationship who might be able to at least get you started. Depending on your own comfort and skill level, you may also be able to get started yourself, too.\u003C\u002Fp>\n\n\n\n\u003Cp>Over the next year, depending on your business size and level of marketing investment, you might need to consider: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>GA4 implementation and setup\u003C\u002Fli>\u003Cli>Migration of your existing ecommerce tracking and\u002For datalayer\u003C\u002Fli>\u003Cli>Server side tagging setup \u003C\u002Fli>\u003Cli>Support for changes required by other analytics\u002Fad tech vendors (such as third party cookies lose effectiveness entirely, but there will be more changes to come!)\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"faqs\">\u003Cstrong>FAQs\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"does-ecommerce-purchase-tracking-need-to-be-set-up-i-have-ga4-set-up-for-a-while-now-but-its-not-showing-any-purchases-for-some-reason\">\u003Cem>“Does eCommerce purchase tracking need to be set up? I have GA4 set up for a while now but it’s not showing any purchases for some reason?”\u003C\u002Fem>\u003C\u002Fh4>\n\n\n\n\u003Cp>The ecommerce datalayer requirements are different in GA4, but it will depend on what technology you have. So, whether you’re relying on a data layer, pushing data into Tag Manager and then from Tag Manager into GA4, or whether you’re using a more direct integration, or a CMS\u002FE-CMS which handles this for you, there may be some incompatibility with GA4. \u003C\u002Fp>\n\n\n\n\u003Cp>If you have control over that data through a datalayer and you do use Google Tag Manager, there are some community variables available which will convert the Universal Analytics purchase or ecommerce datalayer into the new GA4 requirement.\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst that is a temporary solution, in the long run your website or the code on your data layer should be upgraded to meet the requirements for the GA4 data layer. You might want to run that in tandem with the old data layer as well as this may depend on what other integrations you have set up either directly on the sire or through Tag Manager.\u003C\u002Fp>\n\n\n\n\u003Cp>I think there’s a step missing between the data format required by GA4 and what your website is currently providing.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"do-i-have-to-re-tag-my-entire-website-for-ga4\">\u003Cem>“Do I have to re-tag my entire website for GA4?”\u003C\u002Fem>\u003C\u002Fh4>\n\n\n\n\u003Cp>No, you don’t. To some extent, it will depend on what complexity of tracking you have on your site and it may depend on whether you’re a lead generation business or an E commerce business or something else. You can power Google Analytics for data collection through your existing tagging on your site, and you’ll be invited to that as you go through the setup wizard for your GA4 property.\u003C\u002Fp>\n\n\n\n\u003Cp>One step further than that will then depend on how you’ve configured that tracking code and which version of the tracking code you’re using. If you’re using the newest G tag code or using Tag Manager. Essentially those two do the same thing but one has an interface, the other one doesn’t, then you have more control over what you can do. With the GA four setup as well, if through Tag Manager you will have the opportunity to opt into all that additional tagging, so you can do the outbound clicks to scroll tracking, the video tracking etc.\u003C\u002Fp>\n\n\n\n\u003Cp>The things you will want to be careful of when setting up any new analytics, or any ad tech in general, is looking at your conversion actions and making sure that those events exist in the platform and come through correctly and you’re marking them as conversions as well. This is so you can start collecting that conversion data, which should be close to parity with your Universal Analytics data as well as if you run it side by side. \u003C\u002Fp>\n\n\n\n\u003Cp>The simple answer to that is no. But you’ll need to follow a few steps to make sure that you’re syncing the two together.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"are-new-default-channel-groupings-in-addition-to-the-existing-ones\">\u003Cem>“Are new Default Channel Groupings in addition to the existing ones?”\u003C\u002Fem>\u003C\u002Fh4>\n\n\n\n\u003Cp>It is a new set, but there’s quite a lot of overlap with what was previously there. You may have used the default channel groupings in the past or you may have customised them. If you have customised them, you will need to bring those same customisations across. But it’s quite likely that some of the customisations you made have been resolved now through the new channel groups that exist on Google Analytics 4.\u003C\u002Fp>\n\n\n\n\u003Cp>We definitely always split out paid shopping from paid search, we also split out organic social\u002Fpaid social from paid in general. So there’s lots of different things in there. There’s also mobile push SMS and typically more of the app based methods as well that you might expect to have seen in that there’s a whole help documentation page on the Google Analytics help. And if you’re, if you’re familiar with setting up custom channel groupings, you’re probably familiar with regular expressions, and it will show you exactly the conditions that need to be met for each of the custom channel groupings.\u003C\u002Fp>\n\n\n\n\u003Cp>The simple answer is yes, they are in addition to the existing ones. For the most part they should offer you a lot more accuracy. If you have made custom groupings in the past you may need to do so again, but a lot now exist in GA4.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"will-there-be-a-social-media-campaign-tracking-opportunity-to-track-without-the-utms\">\u003Cem>“Will there be a social media\u002Fcampaign tracking opportunity to track without the UTMs?”\u003C\u002Fem>\u003C\u002Fh4>\n\n\n\n\u003Cp>The answer to that is no. The only time you wouldn’t need to use an UTM tag if you’re wanting to see that traffic categorised for you is if it comes from a Google Advertising Product, in which case that traffic will include a gclid Google Click identifier at the end of the URL, so UTM is absolutely required. \u003C\u002Fp>\n\n\n\n\u003Cp>Continue to use them especially on platforms such as paid social. Refer to the channel grouping \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F6010097?hl=en#zippy=%2Cin-this-article\">guide\u003C\u002Fa> on Google Analytics website if you want to know exactly which UTM combinations of source and medium will be automatically recognised as paid social as well. If you’re using something previously that met your custom setup, but actually now you can just use some default values which will be automatically recognised as paid social.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"will-we-be-able-to-keep-using-custom-utms\">\u003Cem>“Will we be able to keep using custom UTMs?”\u003C\u002Fem>\u003C\u002Fh4>\n\n\n\n\u003Cp>Absolutely, definitely continue to do so. Never UTM tag inside your own website. There’s different ways of tracking those events. But for all traffic acquisition, definitely continue to use custom UTMs.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"how-much-traffic-would-you-need-on-your-website-to-enable-machine-learning-to-predict-audiences-and-metrics\">\u003Cem>“How much traffic would you need on your website to enable machine-learning to predict audiences and metrics?”\u003C\u002Fem>\u003C\u002Fh4>\n\n\n\n\u003Cp>It’s quite significant. You might be looking at about 1000 conversion actions over a period of time. So, depending on your site, you may or may not be eligible for this out of the box immediately because it just takes so much data to train the algorithms to understand this better.\u003C\u002Fp>\n\n\n\n\u003Cp>But if you can use micro conversion tagging as events on your site as conversions, as well as having purchases and macro conversion form fills, you might be able to get to the threshold to make the most of that feature.\u003C\u002Fp>\n\n\n\n\u003Cp>If not, because these features do sync with Google ads and your advertising products, it might be that actually you can use the automation and the machine learning around audiences inside the ads platforms themselves rather than the sync that comes across from Google Analytics. \u003C\u002Fp>\n\n\n\n\u003Cp>So, hopefully it’s still a solution, but the bar is quite high. Depending on the business, you may or may not be eligible for that straightaway.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"how-does-ga4-work-with-single-page-apps\">\u003Cem>“How does GA4 work with Single page apps”\u003C\u002Fem>\u003C\u002Fh4>\n\n\n\n\u003Cp>This will depend on the technology. For example if you’re using React or Next.js, or if you’re using a router module that can send an event that’s always the best way to track single page applications. \u003C\u002Fp>\n\n\n\n\u003Cp>I’d always recommend sending events rather than relying on anything that will happen out of the box. GA4 works the same for SPAs, but just to take it one step further, I would try to make sure that the router module of your SPA is sending ‘page view’ events, because that way you’ll get the most accurate data.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"will-the-total-number-of-users-replace-sessions-in-terms-of-traditional-ecommerce-high-level-kpis-sessions-conversion-rate-and-transactions-revenue\">\u003Cem>“Will the total number of users replace sessions in terms of traditional ecommerce high level KPIs, sessions, conversion rate and transactions\u002Frevenue?\u003C\u002Fem>\u003C\u002Fh4>\n\n\n\n\u003Cp>There are other metrics that have been stripped back in GA4 as well. You still calculate them yourselves, but they don’t exist by default – one of those is bounce rate. So there’s a few metrics that you may have reporting dashboards built around that will not exist in the future.\u003C\u002Fp>\n\n\n\n\u003Cp>‘Users’ is the next best thing from ‘sessions’ and in GA4 the focus is really on active users. That is why you might see a slightly different user count in GA4 versus UA. To answer your question, I think you will see ‘users’ become the primary aggregated sort of statistics you might be reporting on. Things like conversion rate, and obviously transactions\u002Frevenue, will always remain the same as a key KPI. So they definitely will stay there. \u003C\u002Fp>\n\n\n\n\u003Cp>It might be worth trying to work out other ways of reporting over the coming months. So that when these metrics are not available next year, you’ve already sort of adapted your own expectations and your stakeholders expectations around how to report what good looks like.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cp>If you have any further questions about GA4 and how we can support you, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch!\u003C\u002Fa> You can also read more about Google Analytics 4 in our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F\">blog\u003C\u002Fa>, or check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fanalytics\u002F\">analytics services\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":173,"protected":239},16742,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1018,"_yoast_wpseo_metadesc":1019,"inline_featured_image":239,"footnotes":5},"Preparing you for Google Analytics 4 | Impression","We cover the recent announcement and implications of Google’s decision to sunset Universal Analytics in favour of Google Analytics 4. Read it 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really pleased to announce that a longstanding and value-driven ambition of Impression has been reached today, as we become a “carbon negative” business. \u003C\u002Fp>\n\n\n\n\u003Cp>Initially we were wanting to calculate our direct carbon emissions, but you may already sense these measurements are difficult to come by in a robust manner – especially if as an SME you’re “marking your own homework”. We calculated that our Scope 1, Scope 2 and some (but not all) Scope 3 emissions were around 3.5 tonnes of carbon dioxide emissions per month, in pre-Covid-19 months.  \u003C\u002Fp>\n\n\n\n\u003Cp>Scope 1 typically includes all fuel and direct emissions directly resulting from the business operations on site. Scope two includes all purchased energy and its emissions, such as heat and electricity. Scope three then includes the supply chain of all materials used in the company. Outside of these scopes is then all employees’ own carbon emissions, which aren’t necessarily in the control of the company so are excluded. \u003C\u002Fp>\n\n\n\n\u003Cp>We then started to look at how we could offset this, and tree planting seemed like a sensible and popular way of doing so. The trouble is, trees take a long time to grow and so the efficacy of tree planting to immediately offset carbon emissions here and now is almost null.\u003C\u002Fp>\n\n\n\n\u003Cp>Through our research we became aware of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fecologi.com\u002F\">Ecologi\u003C\u002Fa>, a business which makes buying carbon certificates and tree planting simpler, and easier to talk about. They work with reputable reforestation partners with robust annual reporting and auditing, and purchase carbon certificates only from Gold Standard accredited schemes, so we know our donations are going to only good causes around the world.  \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fecologi.com\u002Fimpression\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FEcologi-Impression-Climate-Positive.png\" alt=\"\" class=\"wp-image-46276\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Ecologi supports businesses in their carbon aspirations by funding both tree planting initiatives as well as shorter term renewable energy schemes for more immediate effects. We at Impression will balance our continued investment into both initiatives. \u003C\u002Fp>\n\n\n\n\u003Cp>The Ecologi model is also different to our original plan, in that through Ecologi’s methods the calculations cover the carbon emissions created by our employees’ \u003Cstrong>entire lives\u003C\u002Fstrong> (based on UK averages) — \u003Cstrong>plus\u003C\u002Fstrong> a 15% overage. This is why we can now proudly say we have a \u003Cem>\u003Cstrong>climate positive\u003C\u002Fstrong>\u003C\u002Fem> workforce! \u003C\u002Fp>\n\n\n\n\u003Cp>Based on our line of work versus the UK average, we’re confident this only makes us more of a carbon negative business! \u003C\u002Fp>\n\n\n\n\u003Cp>Offsetting is one thing, but having a true commitment to reducing our overall carbon footprint is another. This is a key element in our ongoing work to become a more impactful business in the coming months. \u003C\u002Fp>\n\n\n\n\u003Cp>And, rather than just starting today, we’ve actually back-dated our donations to include the past year. So that means we’ve paid for 7,345 trees (and counting) and in addition, we’ve also contributed to removing 258.35 tonnes of CO2 from the atmosphere through recent carbon projects. \u003C\u002Fp>\n\n\n\n\u003Ca href=\"https:\u002F\u002Fecologi.com\u002Fimpression\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"View our Ecologi profile\" style=\"display:block;text-align:center;\">\n    \u003Cimg decoding=\"async\" alt=\"We offset our carbon footprint via Ecologi\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F5fbce25e446359001c5c5998.png\" style=\"width:300px;\">\n\u003C\u002Fa>\n\n\n\n\u003Cp>You can see the details of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fecologi.com\u002Fimpression\">our contributions to reforestation projects around the world, here\u003C\u002Fa>. \u003C\u002Fp>\n",{"rendered":185,"protected":239},7719,"open",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":239,"footnotes":5},[1212,1213],187,44,[],[15],[1217,135,253,254,255,256,257,1218,1219],"post-5792","category-our-impact","category-our-news",[],[],[1223,1224,1225,1228],{"path":212,"name":213},{"path":264,"name":265},{"path":1226,"name":1227},"\u002Fblog\u002Fcategory\u002Four-news\u002F","Our News",{"path":221,"name":184},"We’re really pleased to announce that a longstanding and value-driven ambition of Impression has been reached today, as we become a “carbon negative” business. Initially we were wanting to calculate our direct carbon emissions, but you may already sense these measurements are difficult to come by in a robust manner – especially if as an […]",{"thumbnail":1231,"medium":1232,"medium_large":1234,"large":1236,"1536x1536":1238,"2048x2048":1240,"post-thumbnail":1242,"12_col":1244,"default_landscape":1246,"default_portrait":1248,"6_col_and_margin_short":1250,"11_col_and_margin":1252,"9_col_rectangle":1254,"11_col":1256,"staff_image_696_600":1258,"rectangular_thumbnail":1260},{"url":189,"width":271,"height":271},{"url":1233,"width":92,"height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503618_mangrove-climate-positive-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=150&q=90&w=200",{"url":1235,"width":95,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503618_mangrove-climate-positive-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=576&q=90&w=768",{"url":1237,"width":278,"height":279},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503618_mangrove-climate-positive-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1239,"width":101,"height":101},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503618_mangrove-climate-positive-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=1536",{"url":1241,"width":104,"height":104},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503618_mangrove-climate-positive-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=2048",{"url":1243,"width":107,"height":108},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503618_mangrove-climate-positive-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1245,"width":110,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503618_mangrove-climate-positive-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1247,"width":113,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503618_mangrove-climate-positive-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1249,"width":87,"height":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503618_mangrove-climate-positive-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1251,"width":107,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503618_mangrove-climate-positive-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1253,"width":117,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503618_mangrove-climate-positive-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1255,"width":119,"height":120},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503618_mangrove-climate-positive-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1257,"width":122,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503618_mangrove-climate-positive-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1259,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503618_mangrove-climate-positive-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1261,"width":125,"height":126},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503618_mangrove-climate-positive-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1263],{"id":241,"path":306,"display_name":4,"job_title":10,"description":6,"avatar_url":144,"acf":1264},{"job_title":10,"full_bio":11,"specialist_service_links":1265,"photo":1276},[1266,1268,1270,1272,1274],{"page":1267,"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},{"page":1269,"link_text":41},{"ID":32,"post_author":33,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":38,"guid":39,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":40},{"page":1271,"link_text":46},{"ID":44,"post_author":16,"post_date":45,"post_date_gmt":45,"post_content":5,"post_title":46,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":47,"to_ping":5,"pin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has just enhanced and renamed the (beta) Web + App analytics property type to “Google Analytics 4”. \u003C\u002Fp>\n\n\n\n\u003Cp>The property type captures data in a slightly different way to Universal Analytics, its predecessor and still the most popular web analytics platform on the market. Some elements of the analytics platform may seem familiar but under the hood a lot has changed. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-is-there-a-new-google-analytics\">Why is there a new Google Analytics??\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#whats-the-difference-between-google-analytics-4-and-universal-analytics\">What’s the difference between Google Analytics 4 and Universal Analytics??\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#fully-event-driven-architecture\">Fully event-driven architecture\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#new-design-in-google-analytics-4\">New design in Google Analytics 4\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#property-structure-and-settings\">Property structure and settings?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#measurement-practices-in-google-analytics-4-versus-universal-analytics\">Measurement practices in Google Analytics 4 versus Universal Analytics\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#measurement-difference-between-universal-analytics-and-ga4\">Measurement difference between Universal Analytics and GA4?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#google-measurement-signals\">Google measurement ‘Signals’?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#new-metrics-in-google-analytics-4\">New metrics in Google Analytics 4\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#improved-data-controls\">Improved data controls?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#modify-events-via-ui\">Modify events via UI\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#cross-domain-tracking-configuration\">Cross-domain tracking configuration?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-can-i-create-a-google-analytics-4-property\">How can I create a Google Analytics 4 property??\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#can-i-still-get-an-organic-landing-page-report-in-google-analytics-4\">Can I still get an organic landing page report in Google Analytics 4??\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#should-i-set-up-google-analytics-4\">Should I set up Google Analytics 4?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-set-up-and-configure-google-analytics-4\">How to set up and configure Google Analytics 4\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-is-there-a-new-google-analytics\">Why is there a new Google Analytics? \u003C\u002Fh2>\n\n\n\n\u003Cp>Many industry and societal changes are underway which are all contributing factors to the landscape that GA4 will sit within. Big Tech is under increasing pressure to better respect individual consumers’ privacy whilst browsing online, with regulators passing laws such as the GDPR in the EU, and CCPA in California, among others. \u003C\u002Fp>\n\n\n\n\u003Cp>Browsers (see \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsafari-itp-2-0-what-is-it-and-are-you-ready-for-it\u002F\">ITP\u003C\u002Fa>) and app platforms (see \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fapple-updates-to-idfa\u002F\">IDFA\u003C\u002Fa>) are making technological changes to enable more user privacy, and browsers such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbrave.com\u002F\">Brave\u003C\u002Fa> have cemented their place as browser-of-choice for privacy advocates. \u003C\u002Fp>\n\n\n\n\u003Cp>Finally, ordinary web users are becoming more privacy conscious as a result of this work by regulators, browser vendors, and even the media. As a result they demand more control over how their data is being used, and may be able to opt out of or disable some website measurement mechanisms.\u003C\u002Fp>\n\n\n\n\u003Cp>As a result of this rapidly changing landscape, a web analytics platform which is reliant upon cookies (the current version: Universal Analytics) can only realistically foresee a short shelf life in front of it. \u003C\u002Fp>\n\n\n\n\u003Cp>As Google describes on their \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fmarketingplatform\u002Fanalytics\u002Fnew_google_analytics\">product launch\u003C\u002Fa> “the new Analytics is designed to adapt to a future with or without cookies or identifiers” by using modelling to fill in the blank, which is driven by machine learning predictions from the “\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9445345?hl=en\">signals\u003C\u002Fa>” Google Analytics 4 consumes from any connected websites and apps. \u003C\u002Fp>\n\n\n\n\u003Cp>Discussing modelled data rather than actual data makes us as marketers feel uncomfortable, however this will be the new reality in the short term future. If you have a particular interest in learning more about this, I’d recommend reading \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thinkwithgoogle.com\u002Fmarketing-strategies\u002Fdata-and-measurement\u002Fconversion-measurement-in-a-cookieless-world\u002F\">Why conversion measurement will be crucial\u003C\u002Fa> on the Think With Google blog. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"whats-the-difference-between-google-analytics-4-and-universal-analytics\">What’s the difference between Google Analytics 4 and Universal Analytics? \u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"fully-event-driven-architecture\">Fully event-driven architecture\u003C\u002Fh3>\n\n\n\n\u003Cp>Although this is really only a slight difference in explanation, GA4 is billed as “entirely event-driven”.  This is broadly the same as Universal Analytics, but the language is modified to accommodate both applications and websites and there is additional information shown in the dashboard to accommodate this overlap – for example “session_start” events are now visible and measurable. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"new-design-in-google-analytics-4\">New design in Google Analytics 4\u003C\u002Fh3>\n\n\n\n\u003Cp>Regular Google Analytics users will of course notice the design overhaul of GA4, which includes a full menu overhaul which is also now much more user-centric and includes a large number of new reporting views. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fgoogle-analytics-4-dashboard.png\" alt=\"\" class=\"wp-image-35881\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"property-structure-and-settings\">Property structure and settings \u003C\u002Fh3>\n\n\n\n\u003Cp>GA4 also brings with it a new account structure, which no longer includes the View structure underneath Accounts and Properties. This streamlined approach sees some old view settings now at the property level and filters moved within Data Settings, and some settings no longer exist in GA4, such as content and channel groupings. Segments, as they were found at the top of Universal Analytics, are located in a different position, it’s now under the “customise report” feature within the report detail pages. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"measurement-practices-in-google-analytics-4-versus-universal-analytics\">Measurement practices in Google Analytics 4 versus Universal Analytics\u003C\u002Fh3>\n\n\n\n\u003Cp>There is a fairly significant difference in the measurement terminology and practices used in GA4 when compared to Universal. You can read the official list of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9964640?hl=en&ref_topic=9303319\">differences here\u003C\u002Fa> but in short GA could be considered more like a Floodlight tag — an event with a large number of custom parameters which can be loaded up onto it. Most hit types translate directly to events in GA4 language, and all additional custom and ecommerce dimensions translate directly into their equivalent parameters (ecommerce parameters are still separated, though). The principle is that all interactions are an ‘event’. \u003C\u002Fp>\n\n\n\n\u003Cp>An increased total of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9267744?hl=en&ref_topic=9756175\">25 parameters\u003C\u002Fa> can be attached to each event. User property allowances seem to have increased, too. \u003C\u002Fp>\n\n\n\n\u003Cp>The following concepts and methods also have \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9964640?hl=en&ref_topic=9303319\">no equivalents in GA4\u003C\u002Fa>: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>control over IP anonymisation – as IP anonymisation is enabled by default on GA4 properties\u003C\u002Fli>\u003Cli>cross-domain measurement\u003C\u002Fli>\u003Cli>get client ID – often used to capture and store the browser\u002Fclient’s user ID for later usage \u003C\u002Fli>\u003Cli>custom task (analytics.js only) \u003C\u002Fli>\u003Cli>timing measurement hits \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"measurement-difference-between-universal-analytics-and-ga4\">Measurement difference between Universal Analytics and GA4 \u003C\u002Fh3>\n\n\n\n\u003Cp>Due to the differences in session recording, the number of sessions recorded in a UA and a GA4 property may differ slightly. This is because in Universal Analytics, when a new campaign is detected, a new session is started. In Google Analytics 4, however, a new campaign does not start a new session. In GA4 reports therefore, session counts may be lower. \u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, the tolerance for late hits between the platforms will change when you switch from one protocol to another. In Universal Analytics hits received up to 4 hours from the end of a day are processed, whereas this tolerance level increases to 72 hours in the new version — presumably to account for offline app events to be allowed to catch up. \u003C\u002Fp>\n\n\n\n\u003Cp>Active user counts are also likely to be higher in google Analytics 4 as active users are automatically detected, whereas regular interaction events are required for Universal Analytics to continue to treat users as such. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"google-measurement-signals\">Google measurement ‘Signals’ \u003C\u002Fh3>\n\n\n\n\u003Cp>Google Signals refers to the additional telemetry captured by Google when users enable ads personalisation. For most users, this is on by default. You can read more in depth detail on Google Signals \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9445345?hl=en\">here\u003C\u002Fa>, however in short the benefit to you as an analyst having enabled Signals is that whether or not a user-ID property is available for the website user in question, Google will use the Signals data to infer better cross device and cross platform reporting based on wider advertiser data, and it will capture additional data for the purposes of advertising and remarketing, too.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"new-metrics-in-google-analytics-4\">New metrics in Google Analytics 4\u003C\u002Fh3>\n\n\n\n\u003Cp>GA4 surfaces \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9143382?hl=en&ref_topic=9303476\">new metrics\u003C\u002Fa> that weren’t previously available in Universal Analytics, but also still allows for custom metrics as before. GA4 makes much more of the user-centric metrics, such as customer lifetime value, and engagement metrics such as “engaged sessions”, “engaged sessions per user”, and more. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"improved-data-controls\">Improved data controls \u003C\u002Fh3>\n\n\n\n\u003Cp>Google has been clear that this step forward into Google Analytics 4 is a step forward into the future, privacy-first world. And so it should come as no surprise that there is further advice and innovation available on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fmarketingplatform\u002Fanalytics\u002Ftake-control-how-data-used-google-analytics\u002F\">data collection and cleaning\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>Google Analytics now provides a new data deletion interface, improved from the previous iteration. With GA4, data collection for personalisation for ads can be controlled per data stream (apps or websites, etc), \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9494752\">per event type\u003C\u002Fa>, user property, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9626162\">per geography\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fmarketingplatform\u002Fanalytics\u002Ftake-control-how-data-used-google-analytics\u002F\">more\u003C\u002Fa>.  \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FGoogle-GMP-Control-Protect-Blog.png\" alt=\"\" class=\"wp-image-35872\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"modify-events-via-ui\">Modify events via UI\u003C\u002Fh3>\n\n\n\n\u003Cp>Some features are just entirely new in GA4, and one of these features is the event modification rules. To save on code editing, Google Analytics 4 now allows marketers and analysts to edit event definitions within the user interface. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fga4-modify-event-list.png\" alt=\"\" class=\"wp-image-35871\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Analytics now allows for a concept of “event modifications” which can be stacked like rules onto all events collected in the property. See the following diagram for a preview of this event modification set up: \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fga4-modifying-events-form.png\" alt=\"\" class=\"wp-image-35866\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Modifying events can be particularly useful if similar events are named differently between different data sources, for example multiple websites or between your apps and websites. By homogenising the event names you can pull this data in aggregated reports. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"cross-domain-tracking-configuration\">Cross-domain tracking configuration \u003C\u002Fh3>\n\n\n\n\u003Cp>Another totally new feature in Google Analytics 4 is the UI-controlled cross-domain tracking, which is accessible under (reword) Cross-domain tracking that does not require code adjustments either, can be done within the UI. Cross-domain tracking is tucked away under “More tagging settings” along with the (new) event creation dialog and the new and relocated internal IP filtering dialog.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fga4-more-tagging-settings.png\" alt=\"\" class=\"wp-image-35863\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-can-i-create-a-google-analytics-4-property\">How can I create a Google Analytics 4 property? \u003C\u002Fh2>\n\n\n\n\u003Cp>As of the time of writing, Google Analytics 4 is the default property type now available in Google Analytics. Simply follow the new account or new property wizard to create a GA4 account. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"can-i-still-get-an-organic-landing-page-report-in-google-analytics-4\">Can I still get an organic landing page report in Google Analytics 4? \u003C\u002Fh2>\n\n\n\n\u003Cp>Finding your actionable usual reports is still absolutely possible, you just need to know where to look to find them. In locating this specific report for the first time, you will actually understand how the report builder works, too. (h\u002Ft Radd Interactive \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fraddinteractive.com\u002Fwhat-is-the-new-google-analytics-4\u002F\">for these pointers\u003C\u002Fa>).\u003C\u002Fp>\n\n\n\n\u003Cp>Head to Engagement > Pages and screens > Customise Report (top right icon including pencil) to edit the new segment equivalents, and then within the reporting table below, find the events column and filter this to “session_start” events. What you will have done here is the equivalent of browsing to the all pages report, then filtering for landing pages (session starts) and then segmenting down to organic users. \u003C\u002Fp>\n\n\n\n\u003Cp>Many reports work this way, and it’s just a case of understanding the new reporting structure and then translating your old reports into the new structure to access them in the same way. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"should-i-set-up-google-analytics-4\">Should I set up Google Analytics 4?\u003C\u002Fh2>\n\n\n\n\u003Cp>Our current recommendation is to set up a Google Analytics 4 property as soon as possible, to run in parallel with your usual Universal Analytics configuration. You can use your existing website code (gtag.js or Google Tag Manager implementations only) to cross postulate your GA4 property with your Universal Analytics property data without any code changes. \u003C\u002Fp>\n\n\n\n\u003Cp>Google Analytics 4 for 360 customers is still not yet fully ready (at the time of writing) however an initial set up for data import is advisable as like any new property, data collection only starts once the property is created, and no backdating is possible. \u003C\u002Fp>\n\n\n\n\u003Cp>We’re expecting to see further feature enhancements over the coming months and we expect Google to begin pushing upgrades over the coming months and years. Certainly new features are likely to be released on GA4 first, if Universal Analytics gets a look in at all — that’s because some of the features will no doubt rely on the missing data modelling feature, and the AI insights feature is likely to continue to be built off this new data only. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-set-up-and-configure-google-analytics-4\">How to set up and configure Google Analytics 4\u003C\u002Fh2>\n\n\n\n\u003Cp>Setting up a new Google Analytics 4 property is simple. Within your existing Account, or whilst creating a new one, you’ll be presented with the following screen where you can set the property name and configure some defaults, which will look familiar from Universal Analytics view-level settings. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fga4-create-property.png\" alt=\"\" class=\"wp-image-35860\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>For now, ensure that you also find the Universal Analytics toggle under the Advanced Settings to make the best of both worlds whilst this is still an option.  \u003C\u002Fp>\n\n\n\n\u003Cp>On your website, depending on how you have implemented your tracking, you will have the option to amend your existing gtag.js code, to add a new measurement ID, to which multiple measurement configurations can be added.\u003C\u002Fp>\n\n\n\n\u003Cp>If you use Google Tag Manager then the implementation is different, two new (beta) Google Analytics 4 tags exist; one for configuration and a separate one for events. If you’re looking for full official upgrade steps, then \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9744165?hl=en\">start here\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>If you have any questions about the new Google Analytics 4, or if you’re looking for some support via our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fanalytics\u002F\">Analytics Agency Support\u003C\u002Fa>, please don’t hesitate to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcro\u002F\">get in touch\u003C\u002Fa>. \u003C\u002Fp>\n",{"rendered":197,"protected":239},7725,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":239,"footnotes":5},[812],[],[15],[1420,135,253,254,255,256,257,819],"post-5751",[],[],[1424,1425,1426,1427],{"path":212,"name":213},{"path":264,"name":265},{"path":181,"name":182},{"path":221,"name":196},"Google has just enhanced and renamed the (beta) Web + App analytics property type to “Google Analytics 4”.  The property type captures data in a slightly different way to Universal Analytics, its predecessor and still the most popular web analytics platform on the market. Some elements of the analytics platform may seem familiar but under 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