[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Faaron-dicks\u002Fpage\u002F7":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":218,"head_links":221,"breadcrumbs":206,"posts":225,"pages":201,"head":1534},"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":202},"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 & 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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 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Dicks’ posts",{"data":133,"pages":201},[134,148,160,170,182,193],{"type_key":135,"title":136,"excerpt":137,"to":138,"postedAt":139,"readingTime":140,"image":141,"authors":142,"category":145},"post","Should you be advertising on Bing?","\u003Cp>Other than a seemingly pointless name change, Microsoft Advertising has a lot going for it that can easily be overlooked by people running PPC accounts. It can be very easy for account managers to give all of their attention to Google. But should we be giving Microsoft Advertising some more love? Here are 5 reasons […]\u003C\u002Fp>\n","\u002Fblog\u002Fshould-you-be-advertising-on-bing\u002F","2025-02-24T16:38:55",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FuxUOLgO2-050720211625509307_BingAds-Page-Header.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[143],{"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",{"to":146,"name":147},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":135,"title":149,"excerpt":150,"to":151,"postedAt":152,"readingTime":153,"image":154,"authors":155,"category":157},"Why I Love Direct to Consumer (D2C) Brands","\u003Cp>One of the first things you learn in the world of marketing is the difference between business to business (B2B) and business to consumer\u002Fcustomer (B2C) organisations. One sells to businesses, whilst the other sells to end users. In reality, these are oversimplified terms, as there are always other suppliers, manufacturers and retailers involved in these […]\u003C\u002Fp>\n","\u002Fblog\u002Fi-love-direct-to-consumer-brands\u002F","2022-02-07T16:48:23",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F10v3u0H8-050720211625511868_chris-knight-458508-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[156],{"name":4,"image":144},{"to":158,"name":159},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":135,"title":161,"excerpt":162,"to":163,"postedAt":164,"readingTime":165,"image":166,"authors":167,"category":169},"How to Choose a Digital Marketing Agency","\u003Cp>Choosing the right digital marketing agency can be challenging, but choosing well is of utmost importance to any growing business. The right client-agency partnership can yield tremendous levels of growth, often kicking a business up a gear and allowing for further expansion in many different areas. Impression staff come from a range of professional backgrounds, […]\u003C\u002Fp>\n","\u002Fblog\u002Fchoose-a-digital-marketing-agency\u002F","2025-02-13T14:34:12",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FZ6jYGUT4-050720211625513012_haystack-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[168],{"name":4,"image":144},{"to":158,"name":159},{"type_key":135,"title":171,"excerpt":172,"to":173,"postedAt":174,"readingTime":175,"image":176,"authors":177,"category":179},"Cross-domain iframe tracking via Google Tag Manager","\u003Cp>Implementing cross-domain iframe tracking is a pain that many analytics and digital media professionals go through at least once in their careers. The truth is, it’s ugly and should be avoided at all costs. But sometimes, for things like third-party booking platforms, website owners can integrate the service to get a popup booking application on […]\u003C\u002Fp>\n","\u002Fblog\u002Fcross-domain-iframe-tracking-via-google-tag-manager\u002F","2022-10-04T16:42:52",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyWBhEnUg-050720211625513520_esther-jiao-640128-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[178],{"name":4,"image":144},{"to":180,"name":181},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":135,"title":183,"excerpt":5,"to":184,"postedAt":185,"readingTime":186,"image":187,"authors":188,"category":190},"Simple Bing ecommerce revenue tracking through Google Tag Manager","\u002Fblog\u002Fsimple-bing-ecommerce-revenue-tracking-google-tag-manager\u002F","2022-02-07T16:48:26",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[189],{"name":4,"image":144},{"to":191,"name":192},"\u002Fblog\u002Fcategory\u002Fecommerce\u002F","Ecommerce",{"type_key":135,"title":194,"excerpt":195,"to":196,"postedAt":185,"readingTime":186,"image":197,"authors":198,"category":200},"Retrofitting Facebook ViewContent events from enhanced ecommerce dataLayer objects","\u003Cp>As we work with an increasing number of ecommerce brands, and as our B2B clients are increasingly more open to Facebook advertising, we’re facing a growing number of challenges with achieving the tagging we require. For many popular content management systems, there are appropriate Facebook Pixel plugins or handy snippets for theme developers to include […]\u003C\u002Fp>\n","\u002Fblog\u002Fretrofitting-facebook-viewcontent-events-enhanced-ecommerce-datalayer-objects\u002F","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyy8O2Wi6-050720211625513940_brooke-lark-609899-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[199],{"name":4,"image":144},{"to":191,"name":192},"15",{"type":203,"style":204,"title":205,"heading":4,"intro":11,"services":12,"breadcrumbs":206,"photo":89,"social":218},"author","dark","Meet the Team",[207,210,213,216],{"path":208,"name":209},"\u002F","Home",{"path":211,"name":212},"\u002Fabout\u002F","About Us",{"path":214,"name":215},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":217,"name":4},null,{"twitter":219,"linkedin":220},"https:\u002F\u002Ftwitter.com\u002Faarondicks","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Faarondicks\u002F",[222],{"rel":223,"href":224},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Faaron-dicks\u002F",[226,550,750,946,1143,1339],{"id":227,"date":228,"date_gmt":228,"guid":229,"modified":139,"modified_gmt":139,"slug":231,"status":19,"type":135,"link":138,"title":232,"content":233,"excerpt":236,"author":237,"featured_media":238,"comment_status":239,"ping_status":20,"sticky":235,"template":5,"format":240,"meta":241,"categories":242,"collections":244,"coauthors":245,"class_list":246,"acf":254,"head_links":255,"breadcrumbs":256,"url_path":138,"search_description":263,"featured_image_urls":264,"authors":299,"type_nicename":316,"reading_minutes":140,"category":317,"yoast_title":319,"yoast_meta":320,"yoast_json_ld":373,"_links":501},4565,"2019-08-29T08:43:33",{"rendered":230},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fshould-you-be-advertising-on-bing\u002F","should-you-be-advertising-on-bing",{"rendered":136},{"rendered":234,"protected":235},"\n\u003Cp>Other than a seemingly pointless name change, Microsoft Advertising has a lot going for it that can easily be overlooked by people running PPC accounts. It can be very easy for account managers to give all of their attention to Google. But should we be giving Microsoft Advertising some more love? Here are 5 reasons that might make you think so.    \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"demographics\">\u003Cb>Demographics\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>There is no denying that Google has a much larger audience than Bing. However targeting the right person is always more important than a scattergun approach. This is where Microsoft Advertising can have huge benefits for your PPC campaign. \u003C\u002Fp>\n\n\n\n\u003Cp>The typical Bing user is older and more affluent than the average person searching on Google, spending on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.atilus.com\u002Fwho-uses-bing\u002F\">average\u003C\u002Fa> 22% more than on other search engines. \u003C\u002Fp>\n\n\n\n\u003Cp>Whilst this might not be huge for campaigns pushing low value products\u002Fservices, it can have a dramatic impact on campaigns pushing high value products\u002Fservices. Any account that is looking to push these high ticket items therefore needs to look at Microsoft Advertising as a necessity rather than an afterthought.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"targeting-options\">\u003Cb>Targeting Options\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>With Microsoft acquiring LinkedIn in 2016, it has enabled Microsoft Ads to use targeting options which simply aren’t available on Google. It is now possible to target users who work in specific industries, job functions and even at company level. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"251\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002FBing-targeting-options.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14120\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>This is obviously beneficial for recruitment companies. However, it can also be a powerful tool for a variety of other verticals. Through targeting users of a certain job function it is possible to attribute a certain level of income and therefore a higher intent of purchase depending on the product\u002Fservice. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"microsoft-search-partners-syndication\">\u003Cb>Microsoft Search Partners & Syndication\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>Using Microsoft ads doesn’t just enable you to appear on Bing, there are also a bunch of search partners that Microsoft Ads will give you access to including Gumtree, Amazon, Apple and Skype to name but a few. \u003C\u002Fp>\n\n\n\n\u003Cp>It is possible to opt out of appearing on these websites. However, these partner placements account for 1 in 6 clicks generated on the Microsoft Advertising network and generate a CPC which is typically \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fabout.ads.microsoft.com\u002Fen-gb\u002Fresources\u002Ftraining\u002Fsyndicated-partner-network\">21% lower\u003C\u002Fa> than Bing itself.   \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"less-competition-cheaper-cpcs\">\u003Cb>Less competition & cheaper CPCs\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>As Microsoft Advertising is a less competitive platform that Google, advertising on Bing is often seen as optional luxury rather than an essential advertising platform. This means there is naturally less competition for impression share. \u003C\u002Fp>\n\n\n\n\u003Cp>Less competition means that you are likely to see a cheaper CPC in comparison to Google. A \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginepeople.com\u002Fblog\u002F1412051025-10-reasons-bing-ads.html\">case study\u003C\u002Fa> carried out found that clicks can be anywhere between 32.5% and 59.2% cheaper.\u003C\u002Fp>\n\n\n\n\u003Cp>Not only are the clicks cheaper, they are also seen as being more likely to convert. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginewatch.com\u002F2016\u002F09\u002F20\u002Fbing-ads-vs-google-adwords-case-study-which-offers-the-better-value\u002F\">Studies\u003C\u002Fa> have found that conversion rates are typically higher on Bing than Google. The reason for this can be explained by the typical demographic of the users (as mentioned earlier). \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"easy-to-use\">\u003Cb>Easy to use\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>One big obstacle for many people is the perceived difficulty in getting to grips with a new platform and the time required to make it worthwhile. However this should not be seen as a problem. \u003C\u002Fp>\n\n\n\n\u003Cp>Microsoft Advertising is set up in a way that purposely mimics Google Ads. So if you are using Google Ads there is no reason why you would struggle to manage your campaigns on the Microsoft Advertising platform. It’s also incredibly simple to transfer campaigns you already have running in Google Ads across by simply using the ‘import’ function. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"332\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002FEasy-to-use-Bing.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14122\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>It’s also very easy to manage an array of other options with the import function, which allows for wholesale changes to be made whilst importing campaigns over. Importantly, you are able to make adjustments to things like; budget, bids, tracking options and much more. With such a simple way of creating campaigns there has never been a better time to give Microsoft Ads a chance.\u003C\u002Fp>\n\n\n\n\u003Cp>If you think Microsoft Advertising could be good for your business, why not \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to explore the benefits it can bring. \u003C\u002Fp>\n\n\n\n\u003Cp>As a Microsoft Advertising Select Agency Partner, our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fmicrosoft-ads\u002F\">Microsoft Advertising agency\u003C\u002Fa> offers various services to grow your business online through search on Bing and other channels. \u003C\u002Fp>\n",false,{"rendered":137,"protected":235},1,7933,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":235,"footnotes":5},[243],40,[],[15],[247,135,248,249,250,251,252,253],"post-4565","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",[],[],[257,258,261,262],{"path":208,"name":209},{"path":259,"name":260},"\u002Fblog\u002F","Blog",{"path":146,"name":147},{"path":217,"name":136},"Other than a seemingly pointless name change, Microsoft Advertising has a lot going for it that can easily be overlooked by people running PPC accounts. It can be very easy for account managers to give all of their attention to Google. But should we be giving Microsoft Advertising some more love? 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One sells to businesses, whilst the other sells to end users. In reality, these are oversimplified terms, as there are always other suppliers, manufacturers and retailers involved in these processes. However, in the past ten years, businesses have emerged which are managing and owning, on the whole, every part of their production and delivery process in house. These brands are often referred to as Direct to Consumer (D2C) brands. In this post, I’m going to tell you why I love them and what you can learn from them. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>\u003Cspan style=\"font-weight: 400\">Direct to Consumer brands can loosely be defined as businesses which sell their own products directly to the end user through their own channels. A more strict definition would be that they \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">only\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\"> sell through their own channels. Whilst this is mostly accurate and the way they all begin, they often seek to broaden their channel strategy once they have matured. \u003C\u002Fspan>\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Over the past ten years, this form of doing business has erupted and there are some incredible success stories that we can all learn from. There are common themes across many of these stories. The businesses target common pain points that consumers have in often mature and relatively stagnant markets, challenging the status quo and delivering a truly improved experience for the consumer. Through this aggressive and disruptive approach, they build high affinity within their markets and consumers quickly become advocates for their favourite D2C brands, further fueling the quick growth that a lot of the brands see. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Great examples of this can be found in the Men’s Razor market. \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.harrys.com\u002Fen\u002Fgb\">\u003Cspan style=\"font-weight: 400\">Harrys\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> and \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fuk.dollarshaveclub.com\u002F\">\u003Cspan style=\"font-weight: 400\">Dollar Shave Club\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> have revolutionised what was a relatively stagnant market. They targeted pain points of high razor refill prices and confusing options for customers, simplifying the offering and streamlining the ordering process. This, coupled with a superior product offering, created a no-brainer for customers and as a result, both brands have seen huge success. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">In the mattress market, similar companies have capitalised on similar consumer frustrations to build large market shares in a very short period of time. The idea of shopping for a new mattress isn’t one that enthrals many people. It usually entails trudging around a retail park comparing 100’s of mattresses, all of which are effectively the same, before eventually choosing one and subsequently being hard-sold an extended warranty. Enter brands like \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.evesleep.co.uk\u002F\">\u003Cspan style=\"font-weight: 400\">Eve\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> and \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsimbasleep.com\u002F\">\u003Cspan style=\"font-weight: 400\">Simba\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\">, stripping back the process of choosing a mattress and delivering it to your front door in a hassle-free manner. At the heart of these successes are brands with great products whose offering is magnified by the efficiency of a streamlined consumer journey.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">There are numerous other success stories to check out (see \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.allbirds.co.uk\u002F\">\u003Cspan style=\"font-weight: 400\">Allbirds\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\">, \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.brushbox.com\u002F\">\u003Cspan style=\"font-weight: 400\">Brushbox\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> and \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.awaytravel.com\u002Fuk\u002Fen\">\u003Cspan style=\"font-weight: 400\">Away\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\">) and there are similarities to be found across a lot of these. What I’m not about to say here is that you should sever all of those hard-earned retailer relationships and sell solely through your own website, but there is a lot to be learned from the way D2C’s do business. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"keep-it-simple\">\u003Cb>Keep it simple\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">A common theme across a lot of D2C success stories is that the customer journey and decision-making process is kept simple. Of course, it’s a little easier for the brand selling 3 variations of one product than the retailer with thousands of SKU’s, but the simplicity goes further than just the product range. Simplicity in the way your offering is explained and the way your products are visualised, described and differentiated can make the customer experience a lot smoother. If customers are able to find what they’re looking for quicker in your navigation and convert in an efficient manner then you will see basket abandonment decrease and revenue and conversion rates increase. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"be-genuine-and-transparent\">\u003Cb>Be genuine and transparent\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">A lot of the brands that I have looked at for this post use simple, casual language to convey their messages, at every touchpoint. Consumers have become numb and possibly even repelled by overtly sales led or not particularly transparent marketing messaging. It is refreshing to see brands being human with the communication to their customers. One thing that really helps in this area is putting faces to names; the more senior, the better. A lot of D2C brands position their founders as spokespeople for the brands. This helps consumers get a better idea of who they are dealing with and again helps build affinity and create brand advocates. Having visible spokespeople can also help in other areas. For example, it is very beneficial when running Digital PR activity to be able to lead with a well-known spokesperson fronting your campaigns. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"be-clear-and-aggressive-with-your-strategies\">\u003Cb>Be clear and aggressive with your strategies\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Most D2C brands launch themselves into mature markets which are dominated by well-established household names. In order to wrestle any market share away from these businesses, they must be clear on their strategies and aggressively pursue their targets. This often takes the form of large media buys, be that online or offline, but this of course comes at a significant cost. Thankfully, big budgets aren’t a necessity. What is important is a clearly defined strategy, in both approach and targets, and that you set to work to achieve these. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">A great success story of an alternative approach to a launch strategy is the rise of makeup brand Glossier. Glossier started out as a makeup advice blog, expertly answering questions on a wealth of different topics and building up a loyal audience of trusting fans. With this audience built, their products were launched and their army of brand advocates couldn’t wait to try out the new products. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"be-properly-customer-focused\">\u003Cb>Be properly customer focused\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">“We need to be customer centric” and “put the customer at the heart of what we do”. These are phrases that you’ll hear in boardrooms up and down the country, but I have a feeling that a lot of the time it’s just a case of lip service being paid and little else. To really be customer focused, every decision that you make as a business needs to be based on the impact that it has on the customer, rather than your internal systems and processes. Now, I’m very much aware that that is easier said than done. To adjust things in such a way could represent a fundamental change in the way your business is run, but it is something that D2C brands are doing really well. Starting from scratch meant that they could arrange themselves in such a way that they were able to remove multiple pain points from the customer journey. From fast, easy to navigate websites to 24\u002F7 instant customer service, these brands are a great example of the success that can be achieved if businesses really do put the customer first. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"utilise-subscriptions\">\u003Cb>Utilise subscriptions\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">This might not be applicable to every business. No one is going to sign up to a matress subscription. If, however, there is a viable reason why you could offer your products on a such a model, the benefits are multiple. Firstly, for the customer, you are removing the need for them to remember to rebuy whatever it is you are providing. If every month, you get a new set of blades for your razor delivered to your door, it’s one less thing to worry about. This is another reason why D2C brands are able to be so customer centric. The second benefit can be seen on your bottom line. Subscription business models generate predictable recurring revenue and allow you to accurately measure your customer lifetime value. If you have this information, you are able to make more informed decisions about your target acquisition costs and grow your business sustainably, making customers happy in the process. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">It’s clear to see that I love D2C brands. The phenomenal growth and capturing of market share that they’ve achieved is no coincidence and there’s certainly a lot to be learned from their strategies. Taking inspiration from one small part of their models could see a great improvement in the way your business performs and what your customers think about you. \u003C\u002Fspan>\u003C\u002Fp>\n",{"rendered":150,"protected":235},7972,{"_yoast_wpseo_focuskw":562,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":235,"footnotes":5},"Direct to Consumer",[564],39,[],[15],[568,135,248,249,250,251,252,569],"post-4455","category-digital-marketing",[],[],[573,574,575,576],{"path":208,"name":209},{"path":259,"name":260},{"path":158,"name":159},{"path":217,"name":149},"One of the first things you learn in the world of marketing is the difference between business to business (B2B) and business to consumer\u002Fcustomer (B2C) organisations. One sells to businesses, whilst the other sells to end users. In reality, these are oversimplified terms, as there are always other suppliers, manufacturers and retailers involved in these 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I Love Direct to Consumer (D2C) Brands - 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the right \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">digital marketing agency\u003C\u002Fa> can be challenging, but choosing well is of utmost importance to any growing business. The right client-agency partnership can yield tremendous levels of growth, often kicking a business up a gear and allowing for further expansion in many different areas.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">\u003Ca href=\"\u002Fabout\u002F\" target=\"_blank\" rel=\"noopener\">Impression staff\u003C\u002Fa> come from a range of professional backgrounds, both agency and client side. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Here, drawing on that experience, we will try to guide you through the process of selecting an agency, highlighting every area of consideration and enabling you to select the best partner for you. Spoiler alert: it’s not always us. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This is not a short snappy blog that is going to let you in on the secret of \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">the one question you should ask a digital agency \u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\">or a 200 word listicle that you can read in a couple of minutes. It is designed to be a thorough guide to a detailed process which, if followed, should help you choose the best digital agency for your company.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">There are 4 broad stages in the process of choosing an agency:\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Research\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Initial Contact\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Pitch\u002FProposal\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Decision\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">We will break down each stage so that you know what to look for, what to ask and what to base your decision on.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"research\">\u003Cb>Research\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The first stage is essentially list building. You need to compile a list of agencies that you are interested in working with. Think of agencies that you have come across at industry events, those that have picked up awards at reputable ceremonies (The European Search Awards, The Drum Recommended Agency Awards, The UK Search Awards to name a few) and refer to industry directories such as The Digital Agency Network and The Drum Recommends. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Another great place to conduct your search is, unsurprisingly, Google. You can learn a lot about a digital marketing agency by looking at how they digitally market themselves. Particularly when looking for an \u003Ca href=\"\u002Fseo\u002F\" target=\"_blank\" rel=\"noopener\">SEO\u003C\u002Fa> partner, pay attention to agencies who rank well for terms such as “SEO Agency” and location-based variants such as “SEO Agency UK” or “SEO Agency Nottingham.” These kind of terms are, arguably, the most competitive on the web, given that SEO experts are all trying to optimise their own sites to rank in these positions.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">At this point, you’ll have your long list. Spend 10 to 15 minutes on the website of each agency. It’s not necessary to scour each site with a fine-toothcomb here, but you can get a feel for agencies based on how they present themselves, who they work with and what they like to talk about. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">\u003Ca href=\"\u002Fdigital-marketing\u002F\" target=\"_blank\" rel=\"noopener\">Service areas\u003C\u002Fa> should be front of your mind at this point. For example, if you are an e-commerce brand looking for PPC support, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-shopping\u002F\" target=\"_blank\" rel=\"noopener\">Google Shopping\u003C\u002Fa> will be very important to you. If Google Shopping copy isn’t relatively prominent on site, if they aren’t blogging about it, it’s probably not a big priority for the agency and it might not be worth transferring them to your short list. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">It can also be helpful, if you have time, to research some of the key members of the team. Most sites will have an “About Us” page introducing their key staffers to you. If, for example, you’re interested in PPC, find their head of PPC and do a quick search to see what you can find out about them. It’s probably a good sign if they have written on some interesting topics or talked at high profile conferences.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">At this point, it’s time to outreach, which brings us to the next stage.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"initial-contact\">\u003Cb>Initial Contact\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Agency websites are lead generation sites. We would recommend filling in the contact form on an agency’s site, explaining who you are, what you are looking for and what you want the agency to do. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">It can also be helpful to include a very rough budget at this point if you have one in mind, but this is at your discretion. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Once this is submitted, you should expect at least a response of some sort within 24 hours, although many agencies aim to respond much quicker. Responsiveness is a key point to measure agencies against. Once you commence work, you will certainly want your agency to respond quickly, so use this as an initial guide as to an agency’s level of organisation. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">You will need to trim your list down at this stage. Use these initial conversations to quiz the agency on their experience, their approach and their team. Try to focus on the agency’s skills within the various channels, rather than their experience in any given market. Whilst it can help if an agency has experience in your market, it shouldn’t be a determining factor. You are the expert in your market, and the agency is the expert in theirs. By working together in a collaborative process, you should be able to get the most out of everyone’s expertise. Focus on the agency’s track record and approach to the channels that you are interested in. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This is also a good stage to find out about the number of clients the agency currently works with. Find out how the agency manages their staff’s time and workload. There isn’t a golden number of how many clients an individual within an agency should work on, but make sure that they are transparent and thorough with their time tracking so that you are never at risk of being underserviced.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Last, but certainly not least, you need to address the issue of price. An agency shouldn’t need to give you a definitive price here, but they should be able to discuss their general fee structure, often based on their day rate or media spend management fees. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">As the client, you don’t need to have a set budget in mind either, but at this stage, it will be quite clear if an agency is vastly out of your budget or is coming in significantly under the fees that you had in mind. If an agency does seem considerably cheaper than expected, drill into this further. Cheaper doesn’t necessarily mean lower quality, but it’s worth investigating why their fees are low. Sometimes it can just mean a smaller team, so find out who they have working for them and what their experience is. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Every agency has its fee structure, somewhat based on the headcount of said agency, and this affects an agencies ability to drive value for a client. We certainly approach strategies from a point of view of having to drive meaningful value for our clients. This means that any activity we do must provide strong returns, absorbing our management fee comfortably within those returns. Fees are one of the most common reasons for an agency not being a good fit for a client, which is absolutely fine. Any partnership between client and agency has to work for both parties; if an agency is going to struggle to provide meaningful value based on their fees, the partnership is unlikely to work for anyone.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Following these discussions, you will need to pick your top 3 to 4 agencies who you will invite to pitch. We wouldn’t recommend inviting more than 4 agencies at this stage, as the pitches will likely be lengthy and there is a lot to take in.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-pitch\">\u003Cb>The Pitch\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This is where you’re going to learn the most about the agencies. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">They should be presenting their bespoke approach to digital marketing for your business specifically, based, ideally, on data from your analytics and\u002For your ads accounts and on your specific situation. Sometimes this isn’t possible, in the case of a new site or no previous PPC activity, but agencies should still be providing data from tools like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.semrush.com\u002F\">SEMrush\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fahrefs.com\u002F\">Ahrefs\u003C\u002Fa> here to support their ideas. Top marks here for any agency that discusses things like revenue, margins, average order\u002Fcontract value and conversion rates, as this is a sign that they are truly putting together a bespoke approach that is tailored to you and what your business needs. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The proposal can be delivered in the form of a document, but we would recommend asking agencies to pitch in person. It makes for a more dynamic process, allowing ideas to be explored and also allowing you to get a better feel for the people you will potentially be working very closely with. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">During the pitch, it is very important that the individual who will deal most closely with the agency is present. Whether this is a dedicated digital specialist or general Marketing Manager\u002FHead of Marketing, this individual has to be bought into the agency that you eventually start working with, to give the partnership the best chance of succeeding. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The pitch is the agency’s best chance to impress you with their knowledge, so there should be quite a lot of technical details touched upon, analysing shortcomings with your current strategy or explaining their particular approaches to certain areas and the reasons for those. Engage with the team here, drilling into points that they make, asking them to expand or explain further. This is a good way to improve your understanding of the channels, and will also catch out any aspect of an “off the shelf” approach. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Towards the end, the agency should present their final quote for the work. This should now be bespoke to you and the approach needed to make your business a digital success, taking into account the kind of revenue\u002Flead gen targets that are appropriate for your business with the aim of delivering a worthwhile Return On Investment (ROI) over a period of time. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">When it comes to the quoted price, you are well within your right to ask for a better price or some kind of discount. We, as an agency, avoid bartering or discounting our quotes. We take time evaluating the opportunity and determining the amount of resource we need in order to capitalise on that opportunity for our clients. The quote is just the amount of resource we think we need to be able to do that. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Agencies are also likely to discuss contract lengths at this stage. Contract agreements vary from rolling month-to-month to 12 month terms and beyond. You will know the agreement terms which sit best with your business but don’t be scared off by a long term contract. Digital marketing is a complex, long term strategy and agencies are often able to do their best work when there is a degree of security in terms of time frames.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-decision\">\u003Cb>The Decision\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Following the pitches, once you have discussed all options with your internal team, it’s likely further questions have popped up that need answering. The agencies should be more than happy to have further discussions and try and answer any further queries you might have. There will be a lot of factors up for consideration here; price, approach, size, expertise, experience. Each stage that I have outlined above should have allowed you to evaluate each agency against these criteria. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">If the process has worked, one agency will emerge as your partner of choice. It’s time to give them the good news. It’s also very much recommended that you communicate your decision to the agencies who weren’t successful. Feedback for agencies at this stage is rarer than it probably should be, but it is very helpful in allowing us all as an industry to progress.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The work, clearly, does not end here. How to get the most out of this relationship is a whole other blog post in its own right, but hopefully, by following these steps, you can set that relationship off in the best possible position and start the journey towards digital success for your business. \u003C\u002Fspan>\u003C\u002Fp>\n",{"rendered":162,"protected":235},8009,{"_yoast_wpseo_focuskw":762,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":763,"inline_featured_image":235,"footnotes":5},"choose a digital marketing agency","How to choose a digital markeitng agency. 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cross-domain iframe tracking is a pain that many analytics and digital media professionals go through at least once in their careers.\u003C\u002Fp>\n\n\n\n\u003Cp>The truth is, it’s ugly and should be avoided at all costs. But sometimes, for things like third-party booking platforms, website owners can integrate the service to get a popup booking application on their website with one line of code. This is pretty commonplace for restaurants and hotel booking widgets.\u003C\u002Fp>\n\n\n\n\u003Cp>There are a few reasons this isn’t always tackled head-on. The first is that typically these platforms didn’t include ways to inject tracking codes as the platforms were mostly locked down. The second is that the JavaScript code required to implement looks scary for internet marketers who can’t usually code. The browser API needed for this (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdeveloper.mozilla.org\u002Fen-US\u002Fdocs\u002FWeb\u002FAPI\u002FWindow\u002FpostMessage\">postMessage\u003C\u002Fa>) to work has actually been around for way over a decade, so there’s no excuse!\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-background\" style=\"background-color:#23b09b;color: white;font-family: 'Red Hat Display'; id=\" updated-post\"=\"\">\u003Cstrong>NOTE: For this to work, you will need access to either edit the iframe source, be able to add in a Google Tag Manager container, or at the very least to provide JavaScript snippets for goals and events.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"cant-we-just-use-google-analytics\">Can’t we just use Google Analytics?\u003C\u002Fh2>\n\n\n\n\u003Cp>If you do have access to trigger a JavaScript event on a successful form completion within a iframe popup widget, you should resist the temptation to directly insert Google Analytics (or another web analytics platform) as this data will actually be captured in a different session, and therefore have no context to the source (or medium, campaign, term, etc) which created this traffic in the first place.\u003C\u002Fp>\n\n\n\n\u003Cp>When an iframe form is embedded into a page, we’re actually interested in firing any tracking events to the ad and analytics networks via the parent page, as this has all of the contextual information we need in order to fire events and goals which attribute to your marketing efforts.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-does-this-work\">How does this work?\u003C\u002Fh2>\n\n\n\n\u003Cp>When an iframe is embedded into a web page, it is effectively a locked down window into another separate URL that is usually on a different domain. Scripts from the parent page cannot impact what happens inside the iframe for security reasons, and in Google Analytics, embedded pages typically show as direct traffic because the Client ID is not passed between the pages\u002Fsessions. \u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-background\" style=\"background-color:#23b09b;color: white;font-family: 'Red Hat Display'; id=\" updated-post\"=\"\">\u003Cstrong>NOTE: You could start investigating the Google Analytics Linker plugin for iframes to pass the Client ID from parent to child, but it’s almost not worth the effort when compared with this solution! \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>However, thankfully, the child iframe can communicate upwards to any parent frames\u002Fpages, which we can leverage to send notifications when events are completed, such as form fills, button clicks and purchases. If the child iframe page let’s the parent page (with GA running) know, then we can pass those event details straight on to your advertising platforms to register a goal completion for the recorded source\u002Fmedium.\u003C\u002Fp>\n\n\n\n\u003Cp>Three are two steps required to making this solution work in Tag Manager;\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Adding a listener to the page on your website so that if an event fires, you can deal with it, and\u003C\u002Fli>\u003Cli>Firing the event from the iframe in a specific format so that it filters up to the parent page to interact with your listener.\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>From these steps, you then have the ability to send Data Layer events to directly or indirectly trigger events in your advertising and analytics platforms.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"implementing-the-solution-with-google-tag-manager\">Implementing the solution with Google Tag Manager\u003C\u002Fh2>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Step 1:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Either in a separate Tag Manager account, or by asking your iframe developers to implement code directly, insert the following code to be fired upon a successful trigger — for example, making a booking. Customise your domain name and if you want, the event payload too. \u003C\u002Fp>\n\n\n\n\u003Cp>As you can see in my example below, we’re passing two variables; ‘event’ and ‘form’. If you or your iframe content developer want to pass messages to any domain in which it is embedded (be careful about sensitive content!) then just use an “*” asterisk symbol in quotes, rather than domain.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Step 2:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Next, set up your listener on all valid pages on your domain that you expect to receive the events from. I set this up through \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Ftag-management\u002F\">Tag Manager\u003C\u002Fa>, as we roll this out to all client sites to enable tracking like this, however you can add this code to your website’s code if you would like to. \u003C\u002Fp>\n\n\n\n\u003Cp>I set this to trigger on every page, but if you know an iframe will only ever be present on a subset of pages, then for efficiency, it’s best to set up an appropriate trigger in Tag Manager.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fpostmessage-gtm-listener-setup.png\" alt=\"Trigger set up in Tag Manager; created under Listener - postMessages. Tag Configuration displaced a custom HTML tag type with code. This is triggered when firing triggering conditions are met, such as a page view of a specific page.\" class=\"wp-image-12848\" width=\"786\" height=\"572\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Step 3:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Now, as you may be able to read, on lines 9-12 above, there is a dataLayer.push() event defined, where the event name is taken from the original iframe window’s event. This event name is now accessible inside Tag Manager as a custom event, so that you can set up your GTM tagging as you see fit. \u003C\u002Fp>\n\n\n\n\u003Cp>There is additional information we fire here into the Data Layer under postMessageData, but for the sake of simplicity, this is beyond the scope of this tutorial. Use this to differentiate different form names which you send between the frames as set in my example.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Step 4:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Configure a custom GTM trigger of type “custom event” which listens for your original event name. Mine was: “iframeFormSubmit”.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FiframeFormSubmit.png\" alt=\"Configuring a custom GTM trigger of type "Custom event" in Google Tag Manager.\" class=\"wp-image-12849\" width=\"774\" height=\"276\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Step 5:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Next, set up your tag in Tag Manager and assign this new custom trigger as the tag’s trigger.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fgtm-booking-event-tag.png\" alt=\"The creation of a custom trigger event in GTM. This one displays a iframe form submission as a custom trigger.\" class=\"wp-image-12850\" width=\"657\" height=\"422\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"its-time-to-test\">It’s time to test\u003C\u002Fh2>\n\n\n\n\u003Cp>At this time, it’s probably a good idea to start testing your implementation. Put your Tag Manager account into preview mode and begin testing, ensuring you also have your Chrome Tag Assistant plugin recording Google Tag Manager and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fanalytics\u002Fgoogle-analytics-consultancy\u002F\">Google Analytics\u003C\u002Fa> events, too.\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>Learn more about Analytics and Measurement in our dedicated \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F\">blog\u003C\u002Fa> section, or discover our advanced audit guides and more in our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002F?category=measurement\">resources\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":172,"protected":235},8028,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":958,"_yoast_wpseo_metadesc":959,"inline_featured_image":235,"footnotes":5},"Cross-domain iframe tracking via Tag Manager & postMessage | Impression","iframe tracking is common for business that use third-party platforms. 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class=\"has-background\" style=\"background-color:#23b09b;color: white;font-family: 'Red Hat Display'; id=\" updated-post\"=\"\">\u003Cstrong>CAVEAT: You need \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Ftag-manager\u002Fenhanced-ecommerce\">enhanced ecommerce data Layer features\u003C\u002Fa> enabled in order for this to work as per my examples below.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Did you know, when you have enhanced ecommerce tracking installed via dataLayer on your ecommerce website, you can access the information within the object in addition to just sending information onwards to Google Analytics. I’ve recently written on how you can reshape this information into \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fretrofitting-facebook-viewcontent-events-enhanced-ecommerce-datalayer-objects\u002F\">fully-featured Facebook pixel ecommerce tracking\u003C\u002Fa>, but its application is not limited to Facebook and Google alone.\u003C\u002Fp>\n\n\n\n\u003Cp>Bing has a fairly rudimentary ecommerce tracking API built into its event tracking pixels. through Tag Manager, it’s implementation has recently got a lot easier with the addition of the “Bing Ads Universal Event Tracking” tag type, but you’re often still left with the challenge of extracting the transaction value from the success page, or reading it from elsewhere. If you’ve already gone to the trouble of adding enhanced ecommerce via the dataLayer to your website, then you already have all the information you need to hand.\u003C\u002Fp>\n\n\n\n\u003Cp>First of all, set up a new trigger, if you don’t already have one, for a purchase event. This could be a custom event, or a specific pageview (limited to a specific page path), depending on how your website is configured to send purchase information to your Data Layer.\u003C\u002Fp>\n\n\n\n\u003Cp>Next up, head within Tag Manager to your User Defined Variables section and create a new one of the type “Data Layer Variable”. Then enter the data layer variable name as: \u003Cstrong>ecommerce.purchase.actionField.revenue\u003C\u002Fstrong>. Save this Variable in Tag Manager as something like “Transaction Value”.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Ftransaction-value-data-layer-variable.png\" alt=\"\" class=\"wp-image-12684\" width=\"519\" height=\"173\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>When adding the UET tag under Tags > New > Bing Ads Universal Event Tracking, select the type to be “Variable Revenue” and then use the following input field to select the Tag Manager variable name you just saved (i.e. {{Transaction Value}}). It will appear in handlebars as all GTM variables do.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fbing-revenue-tracking-setup-in-tag-manager.png\" alt=\"\" class=\"wp-image-12685\" width=\"474\" height=\"299\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Finally, apply the “purchase” trigger you created earlier to this tag so that it only fires when the ecommerce information is available on the page.\u003C\u002Fp>\n\n\n\n\u003Cp>That’s it! Preview and test, then deploy once you’re happy with your setup.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re keen to experiment with taking additional information from the dataLayer ecommerce object, then you can access a number of additional data points in the same way, namely:\u003C\u002Fp>\n\n\n\n\u003Cp>Transaction ID:ecommerce.purchase.actionField.id\u003Cbr>Revenue:ecommerce.purchase.actionField.revenue\u003Cbr>Tax:ecommerce.purchase.actionField.tax\u003Cbr>Shipping fees:ecommerce.purchase.actionField.shipping\u003Cbr>Coupon Code used:ecommerce.purchase.actionField.coupon\u003C\u002Fp>\n\n\n\n\u003Cp>And if you want to see how we manipulated the products array into another format, check out my post on using this data to form \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fretrofitting-facebook-viewcontent-events-enhanced-ecommerce-datalayer-objects\u002F\">Facebook ViewContent events here\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":5,"protected":235},8029,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":235,"footnotes":5},[1156,961],59,[],[15],[1160,135,248,249,250,251,252,1161,966],"post-4164","category-ecommerce",[],[],[1165,1166,1167,1168],{"path":208,"name":209},{"path":259,"name":260},{"path":180,"name":181},{"path":217,"name":183},{"thumbnail":1170,"medium":1171,"medium_large":1173,"large":1175,"1536x1536":1177,"2048x2048":1179,"post-thumbnail":1181,"12_col":1183,"default_landscape":1185,"default_portrait":1187,"6_col_and_margin_short":1189,"11_col_and_margin":1191,"9_col_rectangle":1193,"11_col":1195,"staff_image_696_600":1197,"rectangular_thumbnail":1199},{"url":187,"width":266,"height":266},{"url":1172,"width":92,"height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=157&q=90&w=200",{"url":1174,"width":95,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=601&q=90&w=768",{"url":1176,"width":273,"height":274},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1178,"width":101,"height":101},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1202&q=90&w=1536",{"url":1180,"width":104,"height":104},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1603&q=90&w=2048",{"url":1182,"width":107,"height":108},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1184,"width":110,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1186,"width":113,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1188,"width":87,"height":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1190,"width":107,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1192,"width":117,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1194,"width":119,"height":120},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1196,"width":122,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1198,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1200,"width":125,"height":126},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1202],{"id":237,"path":301,"display_name":4,"job_title":10,"description":6,"avatar_url":144,"acf":1203},{"job_title":10,"full_bio":11,"specialist_service_links":1204,"photo":1215},[1205,1207,1209,1211,1213],{"page":1206,"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":1208,"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_m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we work with an increasing number of ecommerce brands, and as our B2B clients are increasingly more open to Facebook advertising, we’re facing a growing number of challenges with achieving the tagging we require. For many popular content management systems, there are appropriate Facebook Pixel plugins or handy snippets for theme developers to include in your website’s source code. However, these add to the required server overhead, and double up on similar tracking you may already have in place for things like Google Analytics’ Enhanced Ecommerce reporting.\u003C\u002Fp>\n\u003Cp>We’re huge fans of Enhanced Ecommerce and the additional advertising segments we can derive from it, so recommend implementing this where possible. If you already have Enhanced Ecommerce tagging installed through a Google Tag Manager dataLayer integration, then here’s a handy and quick way to get your Facebook ViewContent events set up and running in 5 minutes flat without even touching your existing website configuration!\u003C\u002Fp>\n\u003Ch2 id=\"1-create-your-variables-in-tag-manager\">1. Create your variables in Tag Manager\u003C\u002Fh2>\n\u003Cp>Head on over to your Tag Manager account and pick your desired workspace, select Variables from the left menu and scroll to User Variables. Create a new one.\u003C\u002Fp>\n\u003Cp>The first variable should be called Ecommerce (variable names must match the names in {{handlebars}} in my example code below) and is of the type “Data Layer Variable”. The “Data Layer Variable Name” should be ecommerce (in lower case), all as below:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-4161\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmExDkrQE-ecommerce-data-layer-variable.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"\" width=\"1024\" height=\"411\">\u003C\u002Fp>\n\u003Cp>Next up, store your Facebook Pixel ID in a new variable called “Facebook Pixel ID”. Choose type “constant” and then just paste the value in. My demo below is truncated slightly:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-4162\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FfnRvFACP-Facebook-pixel-id-GTM-variable.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"\" width=\"1024\" height=\"354\">\u003C\u002Fp>\n\u003Cp>You now have the two prerequisites up and running!\u003C\u002Fp>\n\u003Ch2 id=\"2-set-up-the-facebook-tag\">2. Set up the Facebook tag\u003C\u002Fh2>\n\u003Cp>Next, navigate to “Tags” in the left menu, and create a new HTML tag. Copy and paste the below in full, including the <script> tags into the HTML section and select a suitable trigger. For simplicity, I’ve written the snippet to work on “All Pages” but if you’re being super efficient, limit it to only pages which will trigger your existing ecommerce dataLayer content.\u003C\u002Fp>\n\u003Cp>If you already have an “add to cart” trigger defined, then also attach it to your tag. This will also allow you to track add to cart events in Facebook via your existing enhanced ecommerce tagging.\u003C\u002Fp>\n\u003Cp>Double check the variable names in the handlebars at the top of the code match the ones you’ve created in Tag Manager.\u003C\u002Fp>\n\u003Cp>\u003Cscript src=\"https:\u002F\u002Fgitlab.com\u002Fsnippets\u002F1779825.js\">\u003C\u002Fscript>\u003C\u002Fp>\n\u003Ch2 id=\"3-test-your-configuration\">3. Test your configuration\u003C\u002Fh2>\n\u003Cp>Before your publish your Tag Manager changes, it’s worth testing this is working for you. For simplicity in testing, it’s worth installing the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fchrome.google.com\u002Fwebstore\u002Fdetail\u002Ffacebook-pixel-helper\u002Ffdgfkebogiimcoedlicjlajpkdmockpc?hl=en\">Facebook Pixel Helper\u003C\u002Fa> plugin for Chrome. then, hit “Preview” in Tag Manager and head to a product page on your website.\u003C\u002Fp>\n\u003Cp>You should see that a new “ViewContent” event is being fired in your Pixel Helper, and you can expand it out to see your page’s product contents. We’re currently tracking viewing product content, add to cart and purchase events. Facebook also allows for a number of custom vents which could be used to track checkout behaviour much like enhanced reporting in Google Analytics does — but that’s beyond the scope of this tutorial.\u003C\u002Fp>\n\u003Ch2 id=\"4-publish\">4. Publish!\u003C\u002Fh2>\n\u003Cp>That’s it! This is a really quick way to get up and running with Facebook custom purchase pixel events from an existing enhanced ecommerce setup.  If you would like assistance for your own website, let us know in the comments below, or if you would like to work with Impression on an Analytics project, get in touch!\u003C\u002Fp>\n\u003Cp>Now, head over to Facebook and ensure you have a product catalog set up. If you don’t have a URL to hand, then just set Facebook to collect product information from the new events you’ve just set up. 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