📦 - Everything You Need to Know About the GA4 Update

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Friday, December 8, 2023

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Tis the season to go shopping but also to de-stress while you watch that cozy YouTube video of a crackling fireplace…

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But before you put on your reading socks, here’s the headlines for today:

1️⃣ 2024 Pantone Color of The Year is… Peach Fuzz. “A velvety gentle peach whose all-embracing spirit enriches mind, body, and heart.”  🍑

Brands like Ruggable, Polaroid, and Spoonflower have all launched limited collections celebrating this new cheerful color.  (Source: Pantone)

2️⃣ Google Analytics 4 rolls out more features like predictive audiences to help improve your Google Ads

3️⃣ WarpDrive’s Director of Product Brett Turner is back with more CRO tips (read more below)

4️⃣ As if group chats couldn’t get any more chaotic, Meta just unleashed a new feature that allows you to ‘remix’ AI generated images by sending a text prompt over Facebook Messenger.

Let’s dive in: 👇

INFLUENCER CAMPAIGNS

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CONVERSION HACKS

⭐ CRO tips every marketer should know

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Advice from the WarpDrive x Pilothouse Director of Product, Brett Turner:

• Cater your funnels to the types of ad content: Get into the head of the user and what expectations they have when clicking on your ad and help them fill in the gaps.
• For UGC ads, customers already have social proof, but they need to know more about the product (like specs, price, etc.) For more traditional ads, they can view this info already and are looking for social proof instead when they click through.
  
• Make your content skimmable: Users don’t read, they skim. Play around with colors, fonts, and arrows, to draw the user's attention to the key points on your page. Use dropdowns and nested menus to better utilize space on the page.

🌐 SOCIAL SPHERE

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If you want to spice up your ecommerce photos, why not take advantage of the selfie pose? These faux UGC photos are eye-catching and allow the consumer to imagine themselves using your product.

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CUSTOMER DATA

🤩 PSST, You, Yes You! Are You Looking to Add More Oomph Into Your DTC Marketing? *

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Here are three tactics to explore in 2024:

1️⃣ Grow off-season revenue by easily tapping into lookalike audiences
2️⃣ Drive higher-quality user-generated content with review automations
3️⃣ Boost the CLV of customers who just purchased

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Want to learn how to achieve these (and other winning strategies)? Take inspiration from the big book of Klaviyo use cases.

You’ll find 11 use cases based on the tactics of real-world brands that use Klaviyo to power smarter digital relationships. 🧠

This handy resource is packed with insights to help you get more out of your customer data. Download the big book of Klaviyo use cases to get started today. 📚

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PLATFORM UPDATE

🧑🏽‍🤝‍🧑🏾 Breaking down all the GA4 new features along with ‘predictive audiences’

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While GA4 officially launched in July 2023, we are only now starting to see some useful functionality being released.

And at a very rapid pace.

We spoke with our Pilothouse expert to dive into all these changes.

In the last month, Google Analytics has released the following features and modifications:

• An admin interface redesign
• The ability to schedule emails for reporting
• The ability to turn existing comparisons on and off (via a handy toggle button)
• Improvements to data sampling and the (other) row
• The ability to export GA4 audiences to Ad Manager 360 and a ‘predictive audiences’ feature (more on this below)
• The addition of more dimensions, particularly item-scoped dimensions to the audience and segment builders, you can use to measure campaign details. To see the full list, click here.

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One big change to note is that GA4 audience builder is now available in Google Ads.

Not only will this save advertisers time from switching between GA4 and Google Ads when creating audiences but they can also take advantage of predictive audiences.

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What is a ‘predictive audience?’

This is a group defined by at least one condition related to a predictive metric (e.g. likely 7-day purchaser consisting of users predicted to purchase within a week.) And will provide you with more insights into consumer habits.

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The takeaway 👇

Marketers can take advantage of this new feature to understand their audience's behavior better and analyze how to optimize their holiday campaigns for better performance.

With this amount of data available, this is a goldmine for advertisers and marketers and it could not come at a more perfect time.

Need help with optimizing your Google Ads? Contact Pilothouse today.

⚡ QUICK HITS

📈 Elevate your holiday support processes with Brandon Amoroso's Automation Power Kit! Cut ticket volume by 50%, automate 30%, and boost customer experiences. Download now! *

💸 Does ‘tipping’ ChatGPT give you better answers? One user discovered that the AI chatbot gave better and longer answers to his query after slipping him a little virtual coin.

🎉 Your friends can now ‘hype up’ your Instagram Stories with this new feature. However, keep in mind that comments you leave on someone’s story will be made public instead of private.

🧑 Next year Sky will launch contextual targeting ads using advanced AI to scan written, visual, and audio for ideal placements. This is to help advertisers create more effective campaigns.

👀 BANTER

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Be honest… We won’t judge you.

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Have you heard our latest podcasts?

• 🌊 Santevia Revolutionizes Water and Conquers Amazon with Matthew Gohl
• 💰 AKNF 358: BFCM Results Breakdown with Pilothouse
• 3️⃣ AKNF 356: The Three Stages of TikTok Ad Mastery With Spencer fromPilothouse
• 📽️ Short Form Video or Die with Colin Landforce.
• 💄 AKNF 354: EXTREME Email Makeover with Retention Director Jordan Gordon: banger includes, stinker excludes for maximum revenue and deliverability this Q4

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Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

Got an awesome DTC brand story to tell? Calling all brand-side founders and team leaders! Fancy joining us on the DTC Podcast as a guest? Tap the link to toss in your application.

DTC Newsletter is written by Rebecca Knight, Frances Du, and Michael Venditti. Edited by Eric Dyck.

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