Why choose TikTok Ads in 2024?

Establishing a TikTok Ads strategy in 2024 is a promising decision. Although TikTok initially suffered from a bad reputation, not least because of its predominantly young audience, the platform has evolved over time. Today, 50% of its users are aged between 20 and 40, opening up an interesting market for advertisers.

What’s more, TikTok is experiencing strong growth, with a 5-fold increase in advertising spend over the past 6 months. Its CPM is also highly competitive, being half that of Facebook, offering attractive acquisition opportunities for brands.

In France, users spend an average of 60 minutes a day on TikTok. This performance is made possible by the platform’s algorithm. The algorithm submits videos in line with each user’s interests, determined from the data provided at registration. This crucial information is used to create a target profile, and the algorithm, fed by this data, can recycle content that will appeal specifically to each user.

So, by developing a relevant advertising TikTok Ads strategy in 2024, advertisers have the opportunity to reach a wider and more diverse audience, while benefiting from a fast-growing platform and attractive acquisition potential. By understanding the algorithm and offering content tailored to the interests of their target audience, brands can maximize their impact on TikTok and achieve their marketing objectives effectively.

Determine your campaign objectives for TikTok Ads strategy

To best determine your TikTok Ads strategy, when you create a campaign, you can choose from 3 different campaign objectives:

Awareness

This stage represents the top of the tunnel, where the aim is to draw attention to a product or service. The emphasis is on making the target audience aware of your offer.

Consider

This is the phase where we seek to create interaction between the target audience and your brand. This can include actions such as visiting your website, watching your video or downloading your app. The aim is to further engage prospects and move them forward in the buying process.

Conversion

This is the decisive stage when we turn prospects into customers. It’s the moment when prospects make the final decision to buy your product or service, and the conversion from prospect to customer takes place.

TikTok Spark Ads – Boost the organic side of your TikTok Ads strategy

TikTok Spark Ads are a native advertising format that offers brands the possibility of creating campaigns using both posts from their TikTok accounts and organic posts from other creators, with their permission. This format enables brands to integrate user-generated content into their advertising campaigns.

Positioned between organic content and traditional ads, TikTok Spark Ads are designed to harmonize with TikTok’s style, avoiding the traditional appearance of ads. Before launching an advertising campaign, testing content with your target audience and community will help you determine its receptivity. You can measure engagement, comments and awareness using these metrics.

Then you can sponsor organic content to boost engagement, and more importantly, conversion. With Tiktok Spark Ads, content is amplified and TikTok’s algorithm targets a specific audience corresponding to your community, increasing your chances of converting more users into customers. It’s a win-win situation.

TikTok Spark Ads are linked to an organic account, either the brand’s own or that of a creator. As a result, the click-through rate (CTR) is of significant importance, as it leads to more intentional clicks to the landing page, better user engagement, and increased subscribers and brand visibility.

Advantages of Tiktok Spark Ads

TikTok Spark Ads stand out as one of the most successful ad formats, delivering better results than other ads on the platform. Here are just a few of the benefits they offer

Brand experience

Tiktok Spark Ads are organic content that plays an essential role in building brand image for businesses. They enable brands to build users’ trust in their image and values.

Increased ad performance

Campaigns using Spark Ads deliver superior overall performance. This is reflected in increased views, higher engagement rates, improved conversion rates (CRV) and lower costs per impression (CMP) than conventional ads without Spark Ads.

Innovative features

Spark Ads incorporate innovative features such as “Duet”, which allows creators to publish their video in collaboration with another creator’s, and “Stitch”, which allows two videos to be combined on TikTok. Animated stickers are also supported, offering an interactive way to present content, and viewers can click on the music in the publication for a more immersive experience.

Lasting marketing impact and improved ROI

Any engagement generated by Spark Ads is attributed to the original organic publication, which can have a positive effect on future engagement with that publication. In addition, the use of Spark Ads helps to strengthen customer loyalty and retention, as well as generating new leads and retaining existing customers.

Leverage trending content

By leveraging content already popular within your brand, Spark Ads maximize the potential for reach and interaction with your audience. This strategic approach promotes greater visibility and better reception of your message by TikTok users.

Ads On

TikTok offers another approach to helping brands engage consumers with new interactive add-ons for promotions. These modules include stickers, pop-ups and other visual elements that invite users to interact with ads.

Interactive modules for awareness campaigns include:

  • POP-OUT SHOWCASE: Maximize the visibility of key elements using moving pop-ups.
  • GESTURE: Invite users to interact with certain products.
  • SUPER LIKE 2.0: Increase engagement after a user has liked a video.
  • VOTING POLLS: Interact with users by asking for their feedback.

For conversion campaigns, here are the modules on offer:

  • DISPLAY CARD: Customize video-relevant visuals and reveal campaign information.
  • GIFT CODE STICKER SUPER: Insert a saveable promo code directly from the ad.
  • COUNTDOWN STICKER VOTING POLLS: Create a sense of urgency with a countdown timer.

The new TikTok Ads Library

The new TikTok Ads Library, launched on July 18, becomes an essential tool for your advertising strategy. This library enables any advertiser or TikTok Ads Agency to consult ads published in a given geographical area. For each ad, you’ll find :

  • The first and last display.
  • A summary of targeting by gender, age and other criteria.
  • User interactions with videos and creators.
  • Information on geographic area of distribution and number of views per unique user.
  • Advertiser identity.
TikTok Ads Library home page
TikTok Ads Library

Analyzing campaigns carried out by other agencies will provide you with data and learnings to develop your own strategy in terms of content and targeting. Compared with the Facebook library, the TikTok library offers a wealth of information specific to your market, enabling you to make informed decisions for your future advertising campaigns.


If you’ve read this article all the way through, you know how to build a succesfull TikTok Ads strategy in 2024. Its functioning is not a secret for you anymore! And if you want to go even further in mastering TikTok Ads, you can read our other articles available on our blog, which will give you plenty of tips on how to become the SEA expert!

If you’d like in-depth support for your TikTok Ads acquisition channel, you can also call on the services of a TikTok Ads Agency.

Welcome to this article where we’ll share with you the 3 most effective techniques how to scale Facebook Ads campaigns in 2024. If you want to improve your advertising performance and maximize your impact on social networks, then you’ve come to the right place! We’ll be providing you with detailed, practical advice to help you outperform your competitors and achieve outstanding results.

As a paid media agency, we tend to spend more time scaling paid campaigns than creating them. It’s a skill we need to excel at, in order to achieve optimal results for our clients! There are many “best practices” circulating on how to effectively scale campaigns, so it’s easy to get lost. For example, many consultants will talk about a rule that involves increasing the budget in small increments of 20 or less. But this approach takes time, and in our experience is not effective for small budgets. It can also put your ads back in the learning phase.

So how to scale Facebook Ads campaigns? Here are Impulse Analytics‘ 3 techniques for scaling your campaigns and optimizing your customers’ results!

But above all, it’s important that your campaign delivers good results before thinking about scaling investments. You may have worked out with your customer the cost-per-result you don’t want to exceed. Whatever the objective, it’s important to work with your client to find a benchmark that will serve as a solid basis for scaling your paid social campaigns.

1 – Increase the budget significantly once a week

One of the keys to success in paid social campaigns is to allocate your advertising budget intelligently. Of course, this doesn’t mean spending indiscriminately. On the contrary, it’s a strategic approach that involves increasing the budget significantly once a week. It will depend on the performance of your campaigns.

Budget example

As in the example illustrated in the excel table below, our approach works in stages. We therefore advise you not to increase your budget by just 20%, but rather according to your budgets. If your ad group is currently investing €50, don’t hesitate to increase it to €100, for example. It’s essential to carefully monitor key metrics such as return on investment (ROI), cost per click (CPC) and conversion to assess the performance of each campaign.

Potential adjustments to make

If you see that a particular campaign is showing promising results, then it makes sense to increase its budget to get even more out of it. Then, give the algorithm time to optimize sufficiently before making a decision. If the cost per result exceeds the threshold of your objective, this indicates that the campaign may not be profitable at this budget level. In that case, the adjustments need to be made (less investment, changing visuals, testing new ad copy, etc.).

Step-by-step campaign scaling
Step-by-step campaign scaling

2 – Automated scaling rule

To simplify the scaling process of your paid social campaigns, the use of automated rules can be extremely beneficial. Automated rules are settings you can configure in advertising platforms to automatically adjust your bids, budgets and targeting based on the performance of your campaigns.

To illustrate how this scaling technique works, let’s take the example of a Meta advertising account. Simply use the “Automated rules” function and enter :

  • Desired scaling percentage according to your investments
  • Maximum daily budget limit
  • Frequency of action
  • Different conditions that determine scaling
Automated rule how to scale facebook ads
Automated scaling rule

With this scaling method, you can easily increase your budget, provided your campaigns are performing well. This allows you to improve your scaling potential, while limiting the risks if your campaigns don’t perform well. What’s more, you don’t need to log into your advertising account frequently to make manual adjustments. So you can concentrate on other tasks.

If you wish, you can also set up a rule to reduce the budget if results deteriorate. This can be useful for improving ROI before increasing the budget again. You can follow the same steps to create a rule to reduce the budget based on certain criteria. It can be a cost per result exceeding a certain amount.

Using this approach, you can manage your budget dynamically, spending more when your campaigns perform well and spending less when results deteriorate.

3 – Diversify campaigns

When it comes to paid social, it’s essential not to put all your eggs in one basket. Campaign diversification is an essential Facebook Ads strategy for reaching a wider audience and avoiding dependence on a single advertising platform.

Don’t have an Advantage+ campaign yet? Are there audiences you haven’t yet explored? If you have good results and an extra budget to invest, then take a look at all these possibilities:

  • Capitalize on Meta’s machine learning with the Meta Advantage+ Shopping campaign, which brings together all the platform’s best practices and offers high-quality targeting. Thanks to all its features, this campaign is quick to create, and the results can impress you!
  • Test new formats: carousels, videos, catalogs, collections or static – the choice is yours!
  • Customize your creative elements: titles, descriptions and visuals, thanks to new trends such as UGC and reels. Create personas that correspond to the brands you manage, and let the creatives speak to them!

In addition to diversifying campaigns and content, don’t forget to explore different social media platforms, such as Facebook, Instagram, Twitter, LinkedIn, and other emerging channels. Each platform has its own audience and unique characteristics, and by diversifying your campaigns, you can reach a variety of users with different interests.

Conclusion

By implementing these three scaling techniques, you can give your paid social campaigns a serious boost in 2024. Don’t forget to regularly analyze your performance, adjust your strategies accordingly, and keep abreast of new trends and features on advertising platforms.

With a strategic approach, effective budget management and campaign diversification, you’ll be able to outperform your competitors and achieve outstanding results on social networks.


If you’ve read this article all the way through, you know the 3 techniques how to scale your Facebook Ads campaigns and their functioning is not a secret for you anymore! And if you want to go even further in mastering Facebook Ads, you can read our other articles available on our blog, which will give you plenty of tips on how to become the SEA expert! If you need a help for your Facebook Ads campaigns, don’t hesitate to contact a Facebook Ads agency.

TikTok has launched the Script Generator in its quest to make life easier for content creators and brands alike. Powered by artificial intelligence, this free tool lies at the heart of TikTok’s ‘Creative Center’, designed to help advertisers create impactful advertising scripts.

The main aim of TikTok’s Script Generator is to stimulate advertisers’ creativity by providing them with ready-to-use scripts containing hooks, scenes and calls to action in just a few seconds.

How the TikTok Script Generator works

Using the script generator

To use the Script Generator, users need to start by entering key information about their brand or product. This includes the name of their product, a detailed description, and any relevant keywords they wish to highlight in their video. Users can also specify their industry to help the generator script contextualize their product or service.

Once all the required information has been supplied, the user must choose the length of the video to be created. Crucially, TikTok’s Script Generator is flexible in terms of video length. Users can opt for a script suitable for a 15- to 30-second video, ideal for hard-hitting content. If the message or concept requires more time to be fully developed, users can choose a longer format of 31 to 60 seconds. This feature ensures that the scripts generated perfectly match the user’s needs in terms of content duration.

tiktok script generator
TikTok Script Generator

Script generator output

Once these criteria have been defined, users can click on “Generate scripts”. The tool then goes to work, analyzing the information provided to create a selection of unique video scripts. These scripts are crafted to capture the audience’s attention, with a strong hook, depicting a scene that illustrates the essence of the brand’s message, and concluding with a clear call-to-action to encourage viewer engagement.

Tiktok Script generator generate scripts
Design de scripts

What’s more, the script generator offers visual and auditory cues to guide users through the creation of their video. These cues can include suggestions on the type of music to use, lighting, staging elements, and more. In other words, TikTok’s Script Generator provides not only the text of the script, but also valuable guidelines to aid video production.

Résultats du tiktok script generator
Résultats du script generator

Benefits of using Script Generator

Save time and effort

One of the main advantages of TikTok’s Script Generator is that it saves significant time and effort. Rather than spending hours brainstorming and writing scripts, brands can use this tool to get pre-written scripts in a matter of seconds. This can be particularly useful for small companies that don’t have a dedicated creative team.

Stimulating creativity

By providing a basic structure for scripts, the Script Generator can help stimulate creativity. Users can draw inspiration from the generated scripts to develop their own ideas and create unique content.

Content customization

The tool enables content to be customized according to the specifics of the brand’s product or service. By entering information such as product name, description and relevant keywords, users can obtain scripts that highlight their unique offerings.

Duration flexibility

The Script Generator offers the option of choosing the length of the video, enabling brands to create scripts that exactly match their needs in terms of content duration.

Potential enhancement of engagement

Scripts are generated based on performance data from videos on TikTok. This means that scripts are designed to capture the attention of the TikTok audience and increase engagement. Coupled with TikTok smart performance campaigns, it’s possible to observe very good performance with Tiktok’s AI tools.

Free tool

Another significant advantage of the TikTok Script Generator is that it’s totally free. This means that brands of all sizes can benefit from this tool at no extra cost.

Disadvantages & pitfalls to avoid with script generator

Risks of generic content

One of the main drawbacks of using AI for content creation is the risk of producing generic content. AI-based tools, such as TikTok’s Script Generator, tend to create content based on existing trends. So, if all advertisers start using this tool, there’s a risk that all content produced will start to look the same, which could diminish its effectiveness and originality.

Lack of creative control

TikTok’s Script Generator, while handy, can limit advertisers’ creative control over their content. By following scripts generated by the tool, advertisers can find themselves producing content that doesn’t fully reflect their vision or unique style. As a social ads media agency, we recommend using this tool with a pre-existing brief to better guide your performance.

Possibility of inaccurate information

Like any AI-powered tool, TikTok’s Script Generator can generate errors. These errors can range from small details to significantly inaccurate information that could affect the quality and accuracy of the brand’s message.

TikTok warnings

TikTok has issued warnings regarding the use of the Script Generator. The platform emphasizes that it does not guarantee the accuracy of the content generated by the tool, and that it is neither sponsored nor endorsed by TikTok. It also points out that AI-generated content may not comply with applicable laws and regulations.

“TikTok does not make any promises or guarantees regarding the content generated by Script Generator. It is solely your decision whether to utilize and/or publish content created using the Script Generator in any ad or other material. You are solely responsible for any content created using Script Generator, including ensuring that such content is accurate and complies with applicable laws and regulations, and this content is not endorsed, sponsored, or approved by TikTok.”

-TikTok

User responsibility

Due to the limitations and potential risks associated with the use of the Script Generator, the ultimate responsibility for the content generated rests with the users. Users are encouraged to check and edit content generated by the tool to ensure that it is accurate, complies with laws and regulations, and matches their message and brand. It’s crucial for advertisers to use the Script Generator as a creative support tool, not as a complete and definitive solution. To guide you through the use of such tools, you can call on a TikTok ads agency. This is an opportunity to see how AI tools can be integrated into your campaigns, thanks to a free audit.

Despite a complicated economic climate over the last few years, using Google Ads best practices 2024 to grow your e-commerce business remains a profitable solution, when done right.

At Impulse Analytics, we’ve developed our own technique for running e-commerce accounts on Google Ads. And we had with some brilliant successes in various industries:

  • 4-fold increase in profit for the South African subsidiary of one of the biggest players in the DIY market
  • Launch of paid digital activity for a dietary supplements e-commerce site. It enabled the company to return to growth after several difficult months.

Here’s some Google Ads best practices for 2024 if you’re just starting out ⬇️

1 – Define your objectives precisely

Profitability? Conversion volume?

-> Ideally, this should lead to precise objectives in terms of target ROAS or target CPA (important when setting up and managing campaigns). For the e-commerce accounts I manage, our objectives are those of profitability. The target ROAS levels are determined prior to each campaign launch.

2 – The importance of tracking

Google Ads is based on a powerful algorithmic machine. Sending the right conversion signals becomes essential for machine learning. This includes:

  • Setting essential events
  • Prioritizing the right events (Purchases). We can either play with the status of the conversion (priority or secondary event) or give a different fictitious conversion value. It will depend on the importance of the event and its place in the conversion path (ATC, Begin Checkout, Purchase). This maximizes the volume of conversions sent to the algorithm, while indicating which events should be prioritized.
Évènements de conversion Google Ads
Évènements de conversion Google Ads

In this example, it makes sense to track both Purchases and Add to Cart events. That’s because the volume of ATCs feeds data into the algorithm. Here, we’ve decided to indicate to the algorithm the importance of each conversion action via a given value: 1€ per ATC and the true conversion value for Purchases (average basket of around 50€).

  • Make sure that data is correctly reported in terms of conversion volume and value. It’s essential, as the algorithm will often try to maximize either conversion volume or conversion value for each campaign.
  • To take it a step further: the more data we feed into the algorithm, the more effective it will be. There are a number of ways to do this.
    • Advanced conversion tracking. It allows you to send first-party conversion data (demographic information, information on the purchasing or browsing path on the website, email, interests) collected on the website to the algorithm in hashed form.
    • Consent Mode: allows you to model some of the data lost when cookies are not accepted on the site. And it increases the volume of data sent to the algorithm.

3 – Account structuring

Google offers a wide range of campaign types, many of which are interesting to use in search. Let’s focus on two that are essential for your Google Ads account.

Search campaigns

The very essence of Google Ads: the purchase of keywords relevant to your business to appear on the corresponding search pages. Here, the selection of your keywords is important. First of all, you need to distinguish between Brand keywords and Generic keywords.
Brand keywords should be the subject of one or two specific campaigns. The challenge here is to maximize your share of impressions to protect your brand territory.

In Generic, we advise you to develop your semantics according to your products/services. For example, if you’re a fashion e-commerce business, your campaigns could be structured according to your product categories. They can be like shoes, clothing, accessories, with sub-groups (e.g. sneakers, sandals, boots, etc.). In Google Ads, we can choose different match types to more or less control our distribution. As a Google Ads Agency, we always recommend developing the Exact and Phrase match types first. And then you can move on to Exact & Broad once satisfactory levels of profitability and limited query volume have been achieved.

Shopping Campaigns

These campaigns are based on your product catalog and will display it directly on the search engine results pages. It will be in the form of a card containing: an image of the product, a title, a description, the price and potentially other information (reviews, promotions, delivery times).

In this campaign category, we recommend using Google’s most recent campaign: Performance Max. This will enable you to be displayed on the various Google environments (search, shopping, display, Youtube, gmail). You can maximize your distribution and the volume of data collected within a single campaign (the lifeblood of the campaign). To date, this is the google ads campaign we use most on our e-commerce accounts. And we had very impressive results (ROAS 3 to 4x higher than on generic search campaigns, notably on one of our DIY Industry accounts).

Composition of a Pmax campaign

The Pmax campaign is made up of asset groups that can be modulated according to your product flow. For example, it can be a product category. In this asset group, we recommend that you pay particular attention to the ads you create (fill in all titles, descriptions and short descriptions, and include images, videos, logos and extensions as far as possible) to give the algorithm the choice of testing the different combinations and enabling it to find the winners according to the target audiences and queries.

Adapt bidding strategies to your objectives. In the case of our customers whose main objective is profitability, we use the Max Conv Value bidding strategy with a target ROAS given to the algorithm. Be careful, however, not to be too restrictive on the latter, as this will have an impact on the delivery of your campaign and limit the volume generated, and therefore machine learning. At Impulse Analytics, we always launch these campaigns without ROAS or tCPA to facilitate the launch before restricting the algorithm to match our objectives.

4 – Reading the results

Reading the results should be done through the main KPIs we decide to track.

At Impulse, we also use visualization tools to make it easier to read the results (especially if we manage different channels). Processing data via an aggregator allows us to create customized tables on Google Looker Studio based on the main KPIs and with data from different sources.

Dashboard Looker Studio Impulse Analytics
Dashboard Looker Studio Impulse Analytics

5 – Technical optimizations

Once you’ve launched your campaigns and collected the initial data, there are a number of optimizations you can make to maximize your results and increase your ROAS:

  • On Performance Max: Identify top-performing product categories. Once identified, these products can be isolated within asset groups or dedicated campaigns to allocate a larger share of the budget to the most profitable products. Isolating top-performing products will also enable you to refine your key messages delivered via titles and assets, directing traffic to more specific pages and thus optimizing your click-through and conversion rates.
  • For Generic search campaigns, it’s best to exclude irrelevant search terms to guide the algorithm’s dissemination, and to avoid ineffective and costly keywords.
  • For Generic campaigns, to cover unidentified queries, it’s possible to launch a DSA campaign, excluding keywords already in use. This campaign will enable you to identify high-potential keywords or unidentified semantics of interest to your business.

6 – Optimize your shopping catalog

As you can see, shopping campaigns are an essential element in the development of your e-commerce activity on Google Ads. To achieve this, it’s important to set up and structure your shopping flow properly.

Add as many elements as possible to enable precise identification of the product: id, title, description, brand, price, whether in stock or not, images, additional images, URL, product type, etc.

Categorize products according to their type → these elements can then be used in Google Ads campaigns.

Add personalized labels in certain cases (products on sale or special offer, for example). Once again, these personalized labels can be used to create specific sets of products within the platform.

These initial Google Ads best practices in 2024 will enable you to approach the launch of your business on Google Ads with greater confidence. There are many other ways to optimize your activity on Google Ads. Developing your presence on other channels can also increase your visibility and maximize business opportunities.

We’ve positioned ourselves as an e-commerce agency, and we’re used to supporting players in the e-commerce sector. Whether you’re getting ready to launch your business or looking to accelerate it, don’t hesitate to call on us for an initial audit of your account.

In the dynamic digital marketing landscape, businesses constantly seek effective strategies
to optimize customer acquisition and maximize conversions. Funnel marketing, also known
as sales funnel marketing, conversion funnel marketing, or funnel-based marketing, has
emerged as a robust framework to guide customers through a series of stages, ultimately
leading to a desired action. But what is a makreting funnel? In this article, we will explore funnel marketing, how to build an effective funnel, its relevance in today’s marketing landscape, and provide a real-life funnel marketing example. Additionally, we will delve into how the marketing funnel works from top to bottom, uncovering key insights along the way.

Definition of Marketing Funnel

Funnel marketing is a systematic approach that maps out the customer journey, guiding
prospects from the initial awareness stage to the final conversion. It revolves around the
concept of a funnel, wherein a wide range of potential customers enters at the top and
gradually narrows down as they move through different funnel stages. The ultimate goal of
funnel marketing is to convert prospects into paying customers and loyal advocates.

4 Steps of Funnel Marketing

How to Build an Effective Funnel

Define Your Target Audience

Identify and understand your target audience. Conduct thorough market research to gain insights into their demographics, interests, pain points, and preferences. This information will help you create personalized messaging and tailor your funnel accordingly.

Creating a buyer persona that represents your ideal customer is crucial to build an effective funnel. A buyer persona is a fictional representation of your target audience, encompassing their characteristics, behaviours, and goals. By developing detailed buyer personas, you can align your marketing efforts with the needs and preferences of your target audience.

Create Awareness

Attract prospects to the top of your funnel through various marketing channels such as social media, content marketing, search engine optimization (SEO), paid media agency, and influencer collaborations. Provide valuable content and solutions to their problems, fostering trust and building brand credibility.

Content marketing is vital in creating awareness and driving traffic to your funnel. By creating high-quality blog posts, videos, infographics, and other forms of content, you can position your brand as an industry authority and capture the attention of potential customers. Leveraging SEO techniques ensures that your content is discoverable by search engines, further enhancing your visibility.

Capture Leads

Once you have grabbed their attention, offer a compelling incentive. It can be an e-book, webinar, or free trial in exchange for their contact information. This allows you to capture leads and nurture them further down the funnel.

Effective lead capture strategies include prominent call-to-action (CTA) buttons on your website, landing pages with clear value propositions, and optimized lead capture forms. The incentive you offer should align with the needs and interests of your target audience, providing them with valuable information or an experience that addresses their pain points.

Nurture Prospects

Engage with your leads by delivering relevant and valuable content through email marketing, personalized recommendations, and social media engagement. Focus on addressing their pain points, building trust, and positioning your brand as the go-to solution provider.

Email marketing is a powerful tool for lead nurturing. By sending automated, personalized emails based on the lead’s behaviour and preferences, you can provide tailored content that guides them through the funnel. Additionally, leveraging marketing automation tools allows you to deliver targeted messages at the right time, further enhancing the effectiveness of your lead nurturing efforts.

Social media engagement is another essential aspect of lead nurturing. Actively participate in conversations, respond to comments and messages, and share valuable content that resonates with your audience. By building relationships and fostering a sense of community, you can nurture leads. But also you can keep them engaged throughout their customer journey.

Convert Leads into Customers

When prospects have reached the consideration stage, provide them with persuasive offers, discounts, or exclusive deals to encourage them to purchase. Ensure the conversion process is seamless, user-friendly, and optimized for mobile devices.

To optimize the conversion stage, it’s crucial to create compelling landing pages and product pages that communicate the value of your offering. The design and layout of these pages should be intuitive and user-friendly, guiding visitors toward the desired action. Implementing trust signals such as customer testimonials, security badges, and guarantees can help alleviate concerns and increase conversion rates.

Retain and Upsell

The funnel doesn’t end at conversion; it extends to retaining customers and fostering long-term loyalty. Implement personalized email campaigns, loyalty programs, excellent customer support, and continuous value delivery to increase customer retention and encourage upselling.

Email campaigns tailored to existing customers can nurture the relationship and drive repeat purchases. You can increase customer engagement and loyalty by segmenting your customer base and delivering personalized offers and recommendations. Loyalty programs, such as tiered rewards or exclusive perks, incentivize customers to continue their relationship with your brand and become advocates.

Are Sales Funnels Effective?

Sales funnels have proven highly effective in driving conversions and optimizing marketing efforts. By aligning your marketing and sales processes, a well-designed funnel streamlines customer acquisition improves lead nurturing, and enhances overall conversion rates. However, it’s important to regularly analyze and optimize your funnel to adapt to changing market dynamics and customer behaviour.

Tracking key performance indicators (KPIs) is crucial in assessing the effectiveness of your funnel. Metrics such as conversion rates, customer acquisition costs, customer lifetime value, and churn rates provide valuable insights into the performance of your funnel at each stage. By continuously monitoring and optimizing these metrics, you can identify areas for improvement and make data-driven decisions to enhance the effectiveness of your funnel.

Is the Marketing Funnel Still Relevant?

While the core principles of the marketing funnel remain valid, it is essential to acknowledge that customer journeys have evolved in the digital age. Today’s consumers are more informed, digitally savvy, and empowered to make informed decisions. As a result, the traditional linear funnel has transformed into a more dynamic and nonlinear model. To complement the conventional funnel framework, businesses must embrace this shift and adopt strategies such as remarketing, omnichannel marketing, and personalized experiences.

Remarketing, or retargeting, allows businesses to re-engage prospects who have previously interacted with their brand but have yet to convert. By leveraging technologies such as website cookies and pixel tracking, companies can deliver targeted ads to these prospects, reminding them of their interest and encouraging them to revisit the funnel.

Omnichannel marketing focuses on creating a seamless and consistent experience across multiple touchpoints. Today’s customers interact with brands through various channels, including websites, social media, email, mobile apps, and physical stores. By integrating these channels and delivering a unified message, businesses can provide a cohesive customer experience throughout the funnel, increasing engagement and conversions.

Personalization is another crucial aspect of modern funnel marketing. By leveraging customer data and advanced segmentation techniques, businesses can deliver personalized content and recommendations tailored to each individual’s preferences and needs. Personalization enhances customer engagement, drives conversions, and fosters long-term loyalty.

Funnel Marketing Example

Let’s consider an e-commerce business selling organic skincare products. At the awareness stage, they leverage social media advertising and influencer collaborations to educate their target audience about the benefits of organic skincare. Interested prospects are directed to their website, where they are prompted to sign up for a free skincare guide, capturing their contact details.

The business nurtures these leads through automated emails by providing educational content, skincare tips, and testimonials from satisfied customers. The consideration stage is approached by offering a limited-time discount on their flagship product line, creating a sense of urgency and encouraging conversions.

Post-purchase, the business maintains customer engagement by sending personalized follow-up emails, providing exclusive offers to encourage repeat purchases, and inviting customers to join their loyalty program.

How the Marketing Funnel Works from Top to Bottom

The marketing funnel comprises four key stages: awareness, consideration, conversion, and loyalty.

Awareness

Businesses generate awareness at the top of the funnel by casting a wide net through various marketing channels. Prospects become aware of the brand, its products or services and develop an interest.

During the awareness stage, businesses employ search engine optimization (SEO), content marketing, social media marketing, paid advertising with a Facebook Ads Agency or a Google Ads Agency, influencer partnerships, and public relations strategies to reach their target audience. The focus is on capturing attention and introducing the brand and its value proposition.

Consideration

As prospects move down the funnel, they actively evaluate different options and compare them against their needs and preferences. Marketers must provide relevant information, address objections, and build trust to nudge prospects toward the conversion stage.

During the consideration stage, businesses provide valuable content such as in-depth blog posts, product comparisons, expert guides, and customer reviews. This content helps prospects make informed decisions and positions the brand as a trusted authority in the industry.

Conversion 

This is the critical stage where prospects take the desired action, such as purchasing, subscribing to a service, or signing up for a newsletter. The conversion process should be smooth and intuitive and provide a compelling value proposition.

Businesses create persuasive landing pages to optimize conversions, simplify the checkout process, offer transparent pricing and incentives, and provide social proof through testimonials or case studies. Companies can increase the likelihood of conversions by minimizing friction and addressing any concerns or objections.

Loyalty 

Once a conversion has occurred, the focus shifts to customer retention and building loyalty. Satisfied customers can become brand advocates, driving referrals and repeat purchases, further fueling the funnel.

To foster loyalty, businesses implement personalized email campaigns, loyalty programs, exceptional customer support, and continuous value delivery. By staying connected with customers, understanding their needs, and providing ongoing support and rewards, businesses can deepen customer relationships and create brand advocates who promote the brand to their networks.

5 Key Takeaways For the Reader From the Article

5 Key Takeaways For the Reader From the Article
5 Key Takeaways For the Reader From the Article

Funnel marketing as a strategic approach

Funnel marketing is a strategic approach that guides prospects through various stages, from awareness to conversion. By mapping out the customer journey and optimizing each step of the funnel, businesses can increase conversions and build long-term customer relationships.

Defining your target audience

Defining your target audience and creating buyer personas is crucial to building an effective funnel. Understanding your audience’s demographics, interests, and pain points enables you to tailor your messaging and deliver personalized experiences that resonate with them.

Funnel marketing to enhance the customer experience

Funnel marketing remains relevant in today’s digital landscape, although customer journeys have become more dynamic and nonlinear. By incorporating strategies such as remarketing, omnichannel marketing, and personalization, businesses can complement the traditional funnel model and enhance the customer experience.

Funnel marketing boosts conversions

Sales funnels have proven to be highly effective in driving conversions and optimizing marketing efforts. By capturing leads, nurturing prospects, and providing compelling offers at the right time, businesses can guide options toward transformation and maximize their marketing ROI.

Don’t forget about data analysis

Continuous optimization and data-driven decision-making are essential for funnel success. Monitoring key marketing performance metrics, analyzing performance, and making necessary adjustments allow businesses to identify areas for improvement and enhance the effectiveness of their funnel. Regularly adapt your funnel to changing customer behaviours and market dynamics to stay ahead of the competition.

Conclusion

Funnel marketing is a robust framework to guide prospects through several stages, ultimately leading to conversions and long-term customer relationships. By understanding your target audience, creating awareness, capturing leads, nurturing prospects, converting leads into customers, and retaining their loyalty, you can build an effective funnel that maximizes your marketing efforts and drives sustainable business growth. Adapt your funnel to evolving customer behaviours and optimize it for better results. With a well-crafted funnel, you can efficiently navigate the customer journey and achieve your marketing goals in the ever-evolving digital landscape.


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The Google Ads Performance Max campaign is a type of campaign created at the beginning of 2022 by Google. The aim is to enable advertisers to maximize their performance on the ad network. It replaces the Smart Shopping Campaign. But what is a Performance Max campaign and how does it work?

Google continues its development strategy based on 3 technologies : Artificial Intelligence, Machine Learning and Automation. The idea is to enable its products to benefit from its latest technologies, including Google Ads. The combination of these 3 technologies developed by Google enables the Performance Max campaign to target your customers more effectively. Let’s discover together what is a Performance Max campaign!

Summary

How does a Google Ads Performance Max campaign work?
What are the benefits of a Google Ads Performance Max campaign?
How do I set up a Performance Max campaign?
What are the best practices for a Performance Max campaign?

How does a Google Ads Performance Max campaign work?

Performance Max campaigns use channels such as Search and Display. The Performance Max campaign also uses channels such as YouTube, Discover, Gmail and Google Maps. This campaign combines all these channels in a single campaign.

They optimize performance for you, based on the objectives you define when setting up the campaign. To achieve this, Performance Max campaigns use smart-bidding. They use automation technologies to optimize bids, budgets, audiences, creatives and attribution. And these campaigns are always following your specific campaign objective.

The change with Performance Max campaigns is that asset groups now replace ad or product groups. It’s now a combination of several assets. These assets include graphic assets comprising up to 20 images in different formats, plus brand logos.

It means textual content as in classic search ads and, finally, Youtube videos. Performance max campaigns combine all this content and distribute it across all Google Ads acquisition channels. All you need to do is define your campaign objectives: conversion or conversion value. It’s also possible to add a target CPA at this stage.

What are the benefits of a Google Ads Performance Max campaign?

Faster campaign deployment

Performance Max campaigns offer a number of advantages, including faster campaign deployment. Indeed, when setting up campaigns, you can select the various assets. These assets may already be present in existing campaigns, or may be suggested based on the content of your site. What’s more, it’s no longer necessary to have different ad groups. It’s one asset group that works for the whole campaign, across all Google acquisition channels.

Reaching new, high-performance audiences

Talking of different acquisition channels, these are also optimized to maximize the performance encountered on the site. The Performance Max campaign is capable of optimizing itself according to performance, and therefore of finding the audiences that will convert the most. This addition of Performance Max campaigns comes in handy when you need to expand to segments that you wouldn’t necessarily have found with classic campaigns. They analyze the intent, behavior and context of users to appear at the right moment with the most relevant assets.

Simplify management and performance with performance max campaigns

Performance Max campaigns make it easier to drive performance. There’s less need for optimization, since the campaigns themselves follow the objectives defined for them. In the case of Performance Max, campaigns are optimized according to conversion value or maximization of the number of conversions. If a target CPA has been defined, the campaign will automatically optimize it when it is created.

How do I set up a Performance Max campaign?

To set up a Performance Max campaign, simply go to the Google Ads interface and select “Create a new campaign”.

Choose your Performance Max campaign goal

The next step is to select the objective that the campaign will subsequently serve. Performance max campaigns can be used for sales, lead generation, website traffic, and physical traffic at a point of sale.

Select a Performance Max campaign target
Select a Performance Max campaign target

Once you’ve selected your objective, you can now choose your conversion objective in the tab below.

Select your campaign type

Once you’ve selected your campaign objective, you’ll be presented with a selection of options, and of course we’ll select the Performance Max campaign. You can then name the campaign, validate it and configure it.

Select max performance campaign type
Select Performance Max campaign type

Once you’ve passed this stage, you’ll be free to choose how to manage the bids. In our case, if lead generation is selected, you have the option of optimizing the campaign according to the number of conversions or the conversion value. You can also define an acquisition cost target. To find out more on this point, we detail how to optimize a Google Ads campaign.

Performance Max campaign bid management
Performance Max campaign bid management

Set the parameters of your Performance Max campaign

Once you’ve selected your bidding strategy, you’ll be able to select your customers’ locations, the languages spoken by your customers, a delivery schedule and URL extensions / campaign URL options.

Manage Performance Max campaign parameters
Manage Performance Max campaign parameters

Once you’ve reached the campaign setup stage, you’ll have the opportunity to define your asset groups for campaign distribution.

You’ll find an initial space for defining your final URL, and adding graphic assets (images, logos, videos). You can also add titles (short and long), descriptions, your company name, site links and a call to action. When setting up a Performance Max campaign, you’ll also be able to add promotions and prices, which are useful for e-commerce, for example, and forms, which are more practical for lead generation.

When setting up your campaign, you’ll also have the option of using audience signals, indicating a particular audience on which the algorithm should focus. It will then seek out the audiences that will convert best.

The last step is to set up a daily budget, which will give you an estimate of the number of leads expected per week and an estimated cost per lead. Alternatively, you can choose a customized budget. All you have to do is check the summary of your Performance Max campaign and you’re ready to launch your campaign.

What are the best practices for a Performance Max campaign?

In terms of what to look out for, you should be aware that optimizations may take a little longer at first, especially if the Google Ads account is new, to give the algorithm time to learn on its own and then optimize. A good practice at this level might be to let the campaign run for 1 month until you see the CPAs drop.
Note: Performance max campaigns aren’t exactly for the control-hungry.

However, the performance they offer is substantial, and counterbalances the fact that they act like a black box that holds its secrets.

What’s more, assets can fall victim to “fatigue”, so don’t hesitate to refresh visual and text combinations regularly for boosted performance. The recommendations tab can also provide interesting information for improving your campaign’s performance. Finally, an analysis of search terms can help you bid on the best converting keywords. If you’d like in-depth support for your acquisition channels, you can also call on the services of a Google Ads Agency.


If you’ve read this article all the way through, you know what is a Performance Max campaign and its functioning is not a secret for you anymore! And if you want to go even further in mastering Google Ads, you can read our other articles available on our blog, which will give you plenty of tips on how to become the SEA expert!

“By 2024, Facebook ads is dead”. If you’re in the ad buying business, you’ve probably already seen this kind of statement. They often appear on Linkedin and ad buying groups over the past few months. Data loss following the IOS 14 update, targeting possibilities removed by the platform, increasing importance placed by users on protecting their data and the gradual disappearance of cookies… It’s true that the Facebook environment has changed a great deal in recent years. It increasingly limits the elements on which the media buyer can act to optimize performance. But a good Facebook Ads strategy can still work very well in 2024.

In an increasingly restrictive context, achieving results with targeted advertising can therefore seem complicated, if not impossible. Fortunately, good media buyers (of which you are obviously one!) have adapted to these changes. They have simply shifted their efforts to the new optimization elements relevant to making a Facebook ads strategy work. In this article, we’re going to give you all the tips you need to follow in 2024 to make your facebook ads strategy a success. Happy reading! 🙂

How to create a Facebook Ads strategy in 2024 :

First step of a Facebook Ads strategy : Simplify your campaign structure

In 2024, the first thing to remember is that being too granular in the structure of your campaigns will have one result. It will slow down the algorithm’s learnings, and therefore complicating your analyses and optimizations.

Group targeting elements into a campaign or an audience

A few years ago, it was recommended to separate each angle, each target, each message into distinct campaigns or audiences. Today, it’s advised to simplify your campaign structure as much as possible. It’s possible by grouping targeting elements into a single campaign or ad group whenever possible.

For example, you have several lookalikes running in parallel (e.g. a buyers’ lookalike and an engagers’ lookalike). In this case, you can stack them together to obtain a larger audience. This action will then give more signals to the algorithm, enabling it to optimize faster. Similarly, instead of separating fans of “dresses” from fans of “skirts” from fans of “zara” or “sandro”, you’ll do me the pleasure of concentrating these interests within the same audience. The algorithm (and your customer) will thank you 😉

Target wide for your Facebook Ads strategy!

Simplifying your campaign structure also means capitalizing less on the targeting available in Meta for acquisition (interests and LAL). For all the reasons mentioned above, these methods are becoming less and less effective. Today, we recommend leaving more room for the algorithm. We suggest to target “large” or “broad”, i.e. without providing it with specific targeting indications (with the exception of demographic information such as age or gender). You’ll see that your CPMs will often be lower on this type of targeting. You’ll probably also have some pleasant surprises on your CPAs.

Focus on your lowest funnel conversion target

In traditional campaign structures, it’s often advisable to address each stage of the funnel with appropriate objectives, audiences and messages. At Impulse Analytics, we recommend focusing on campaigns with conversion objectives only. Top-of-funnel campaigns, such as traffic or video views, have, according to our experience, little incremental effectiveness. They increase your overall costs, because they bring to your website individuals who are ultimately unqualified. If you don’t believe me, you can look at your analytics bounce rates for your traffic or video view campaigns. They’re bound to be higher than for your conversion campaigns.

If you’re an e-commerce business and you want sales, run conversion campaigns optimized for purchases; if you offer a service and you want leads, the best facebook ads strategy is to optimize your campaigns for prospects; it’s as simple as that. So, in 2024, we’re focusing 100% of our budget on conversion. And, of course, keep a small budget pocket for retargeting; even today, nothing is more effective than retargeting your hottest prospects.

Finally, one last point we’ll come back to in this article is that it’s vital to establish a strict and effective methodology for testing your creatives. To achieve the best possible facebook ads strategy, we recommend setting up a campaign specifically dedicated to testing (and we’ll explain how to structure it in the rest of this article).

Facebook Ads campaign structure for 2024

To sum up, here’s an example of a Facebook Ads campaign structure that we think (and depending on the data, of course) is relevant in 2024:

  • A LAL and interest stack campaign, with a maximum of 3 stacked audiences
  • A broad campaign, with 2 or 3 audiences depending on the demographic information and/or creative messages you want to convey
  • A retargeting campaign (with a maximum of 25% of your budget)
  • A creative testing campaign (methodology to follow)
  • As a bonus if you’re a retailer, an Advantage+ campaign (to be continued)

Second step of a Facebook Ads strategy : Adopt an effective creative testing method

With the increasing automation of targeting options and campaign settings, the media buyer has, on the face of it, less work to do to find the most qualified individuals. That’s quite true, but it doesn’t mean he has less work to do: today, his optimizations simply have to focus on another key element for generating performance on Facebook Ads: creative.

Without good advertising, even potentially interested prospects won’t convert. Conversely, good advertising can significantly reduce your CPA. In 2024, creative must be at the heart of your Facebook strategy. As a paid media agency, we’ve managed to scale a lot of accounts, simply by identifying and focusing our investments on high-performance advertising.

And to find that creative, there’s no secret: you have to test. Each media buyer will have its own testing methodology. At Impulse, we isolate our new ads in a specific campaign, which we structure as follows:

Adset Budget Optimization

Set in ABO, and conversion target, with optimization for your lowest funnel event (example: if you’re an e-commerce, then you’ll optimize for purchase)

Broad targeting

Launch a broad targeting audience for each new creative, or each new creative angle to be tested. For example, if you have 3 new creatives to launch, and all 3 are testimonials with the same graphic charter, then you can launch them to the same audience. Of these 3 ads, the algorithm will spend on the one(s) with the best potential. If the creatives are very different, both in design and message, we advise you to isolate them in a specific audience, in order to ensure a minimum spend in each of them.

Make sure you’ve spent enough

Spend at least 3 times your target CPA before making a decision. For example, if your target CPA is €60, make sure you’ve spent at least €180 before deciding what to do with that creative.

Increase investment in winning creatives

Scale your winning creatives by passing them on to your lead campaigns. Once you’ve identified a creative that works, you can duplicate it in your other conversion campaigns. At the same time, we advise you to keep the test audience pushing the successful creative active. The magic of Meta means that sometimes a creative will work very well in one audience, but not at all in another. Make sure you have a back-up against unpleasant surprises, by never cutting a creative that generates performance.

Third step of a Facebook Ads strategy : Capitalize on the algorithmic tools at your disposal

As you can see, the algorithm is better at finding the most qualified prospects than we are. So, if it’s going to work so efficiently, we might as well give it even more to do! At Impulse Analytics, as a facebook ads agency, there are two automation features we can’t live without on Meta:

Advantage + campaigns

If you’re an e-merchant (or your main conversion event is the purchase), then you’d be well advised to try out Advantage + Meta campaigns. This type of campaign, which appeared just a few months ago, is already the talk of the town, and for good reason: the results are very impressive. According to Meta’s initial figures, advertisers achieve 32% higher Facebook ROAS with these campaigns, compared with conventional conversion campaigns. Having tested them at Impulse, we can confirm their effectiveness: we see a significant drop in CPA for the majority of our e-commerce customers with this campaign format.

The special feature of Advantage+ campaigns is that they are based on almost total automation of parameters. It means that you can’t define targeting elements (except for country selection and exclusions). You also can’t control the optimization event (default purchase). And you can’t choose placements (the ultimate sacrilege being that you can’t uncheck the Audience Network placement).

On the other hand, you can act on the creatives you wish to push in the campaign. Advantage+ is an excellent way of scaling your winner creatives, i.e. those that have emerged from the test campaign and on which you wish to push spending. We therefore recommend that you launch your 5 to 6 best-performing creatives in your Advantage+ campaign, including acquisition and retargeting. If the results are there and you have scaling objectives, you can increase your campaign budget by around 20% per day. In our experience, Advantage+ campaigns respond very well to scaling. That’s why you can gradually increase your investment without “breaking” your performance.

The cost-per-result bidding strategy

If you’re doing Google Ads, then you’re probably familiar with the target CPA bidding strategy. Well, on Meta it’s also possible to set up a cost-per-result target. Theoretically, with this option, Facebook will only spend your budget if conversion opportunities arise, at the target cost you’ve set. However, the algorithm isn’t exactly up to speed on this part. It will sometimes spend nothing (even if you gradually increase your caps). Or on the contrary, ignore your target CPA and spend your entire budget. Implementing this type of bidding strategy remains an effective solution. However, if you have angles you want to push with result constraints.

Conclusion

Simplifying your campaign structure, rigorously testing your creatives and relying on automation are all best practices that will enable you to succeed with your Facebook Ads strategy over 2024.

To say that Facebook advertising no longer works is therefore false, and I hope that the application of the advice given in this article will have provided you with the proof you need. If not, you can read the many testimonials from satisfied customers we’ve helped at Impulse Analytics with this methodology, right here 😉

Google Tag Manager (GTM) is a tool in the Google suite that enables you to collect the data stored in your website when “users” browse it. But what does tracking actually mean? And how to use the Google Tag Manager?

Tracking is the practice or technique by which a website collects, records and shares information about an individual’s activities on the Web.

By analyzing these activities, it’s possible to provide content tailored to the visitor’s preferences, as well as collecting data that enables the web-marketer to understand the user’s journey on its site.

Google Tag Manager is a tool that allows us to implement “tags” on your site, enabling you to collect precise data on different modules of the site. (e.g.: how many people viewed a certain page, or how many people clicked on your CTA).

Let’s discover together how to use Google Tag Manager!

Why is Google Tag Manager so widely used?

Implementing tags on a website is essential for any web marketer, for several reasons. Tags are used to understand the traffic generated on a site, to determine its target audience, and to analyze our user’s customer journey in order to improve the user experience and maximize conversions.

But the real added value of Google Tag Manager is that it’s very easy to get to grips with, even for a marketer with no notion of code.

If you don’t use GTM, every time you need to include a tag on your website, you have to “hard code” it. Including the code directly in the Web code of each page requires good coding skills, so one more profile to integrate into your structure. What’s more, GTM allows you to centralize all the platforms installed on your site.

This means you can:

  • Empower your marketing team
  • Exclude extra technical resources
  • Dynamically modify code

How to install Google Tag Manager?

Now that you know the benefits of GTM, we’ve put together an setup guide to make the task easier.

To install Google Tag Manager, follow this short checklist:

  • Create an account and select your Country
  • Install the two given code parts in your website’s source code: one in the header and the other in the Body.
Google Tag Manager Setup
Google Tag Manager Setup

There are several variations depending on your CMS (e.g. Webflow, WordPress, InstaPage). Follow the instructions below according to yours:

Webflow setup code:

  • Go to the custom code tab
  • Put the first code tag in the Head code section and the second in the Footer section
  • Press “save changes” and then “publish”

WordPress setup:

WordPress has a direct extension for GTM. Simply go to the Extensions tab in your WordPress Back Office, search for Google Tag Manager and press “Install”.

Instapage setup:

Similar to WordPress, installing GTM on Instapage is very simple. Go to the “edit site” tab, then click on “Integrations” and select Google Tag Manager.

To check that Google Tag Manager is correctly installed in your CSM, install the Google Tag Assistant plug-in in your search engine. When you’re on the GTM platform, click on the “preview” CTA and enter the name of your website.

Understanding the Google Tag Manager platform

To understand the GTM platform and, above all, how it works, you need to learn what a “Tag” and a “Trigger” are.

Creating a new Google Tag and its trigger
Creating a new Google Tag and its trigger

Tag: A tag is a script used to send Custom Script / Snippet Analytics data etc. (GA, Hotjar, Google Ads, LinkedIn, HTML (FB)…)

Trigger: A trigger listens for certain events, such as clicks, form submissions/page loading. When an event corresponding to a trigger is detected, the tag corresponding to the trigger is triggered.

Google Analytics – Installing your first tag

So let’s get down to business! It’s time to install your first tag. We’re going to install Google Analytics on our website.

Warning:

  • Warning, GTM must already be installed in your website’s source code for this to work
  • You must already have a Google Analytics account and know your tracking ID
    (Google Analytics → Go Admin → Property settings → Copy tracking ID)
  • If you have an AdBlock: Disable it on all pages whenever you perform any manipulation on Google Tag Manager.

Here we go:

  • In GTM: Go to the Tags section and press New
  • Name your tag: e.g. GA-Page view
  • Press Tag Configuration and select Google Analytics universal if you’re using GA3 or Google Analytics GA configuration if you’re using GA 4
  • Select “Page View” in Track type and then select New variable (if this is the first time you’ve connected GA to GTM).
Google Tag selection and configuration
Google Tag selection and configuration
  • Copy and paste the tracking ID from Google Analytics (if you don’t know where to find it, see our Warning paragraph above)
  • Rename the variable and give it the name of your site: (e.g. Impulse-Analytics)
  • Once saved, click on Triggering
  • Select Page View and Select All pages

Once you’ve saved, you should see the following:

Configured tag in Google Tag Manager
Configured tag in Google Tag Manager
  • To finish setting up this 1ʳᵉ Google Analytics tag
  • Click on Save
  • Return to the overview tab and click Submit to finalize the implementation of this first tag
  • To see if this has been implemented, go to Google Analytics → Realtime → Overview → 1 or more active users on your site
  • Your Tag is well implemented, BRAVO!
  • ⚠️ If it still doesn’t work, don’t hesitate to re-submit in GTM.

Conclusion:

That’s it, you’ve got the basics of Google Tag Manager and you’ve just implemented your first tag! This has enabled you to link your Google Tag Manager & Google Analytics accounts, an action that will facilitate the analysis of your site traffic.

The next steps are to create multiple vents within GA & GTM to track personalized events. This is particularly useful for tracking your Google Ads campaigns. You can also implement a Facebook Ads Pixel.

The possibilities with Google Tag Manager are endless. There are plenty of online resources to help you better understand the tool and unblock sticking points on the web, so don’t hesitate.


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Facebook recently launched the Conversion API. As we already know, cookies are disappearing. However, the best alternative solution for this big change in digital marketing is sometimes unclear.

The Conversion API offers advertisers another option than the pixel for sending conversion data. What does it involve? How do you set it up? This article explains everything you need to know!

What is the Conversion API?

According to Facebook, the Conversion API (CAPI) is “designed to create a direct connection between your marketing data and Facebook’s servers”. It helps optimize ad targeting and measure results. It also helps improve conversion attribution and lower cost-per-action.

CAPI enables advertisers to send web events. It also enables them to share user data from their servers to Facebook Ads Manager. According to Facebook, the condition for doing so is to have “all necessary rights and permissions and a legal basis”.

When a user clicks on a Facebook ad and goes to your website, Facebook assigns your server a unique identifier for that user. The server will then track the user as they perform specific actions (such as visiting a page or adding items to the shopping cart). The server then reports the user’s actions to Facebook.

Although the Conversion API seems to work in a similar way to the Facebook pixel. Although they achieve similar objectives, the main difference lies in the way the data collected is transmitted. The pixel transmits web events and conversion data to the Ads Manager via a web browser. The CAPI performs server-to-server data transfers without the use of third-party cookies.

Facebook Conversion API
Facebook Conversion API

How do the Conversion API and Facebook Pixel work in synergy?

Until now, the Meta pixel has been very useful in providing advertisers with the data they need to create better ads and target audiences more accurately. As it happens, recent tech updates and other ad blockers have reduced its effectiveness.

Ad & cookie blockers and other masking tools have dramatically reduced the amount of data the pixel receives. What’s more, the most popular browsers, including Google Chrome, are set to drop support for third-party cookies by 2023. The iOS 14 update has only amplified this, drastically reducing the amount of data the pixel can report to Facebook.

Does this mean you have to abandon the Meta pixel in favor of the Conversion API? Absolutely not! In fact, setting up the Pixel on your website is one of the three conditions required by Facebook for API integration (the other two being a Business Manager account and an access token). Facebook also explicitly recommends using the CAPI interface with the pixel to maximize the effectiveness of events on your website.

As you’ve probably guessed, the pixel and Facebook’s CAPI interface use the same type of conversion events, which can lead to duplication. To avoid this, every time Facebook receives a server event, it checks whether there is a corresponding browser event. If the browser event is blocked (for example, because ad blockers have disabled web browser tracking), Facebook will use the server event instead.

On the other hand, if Facebook receives both events, it will “de-duplicate” them and use only the browser event (in other words, the duplicated event will not be counted).

What types of events can you track with the Facebook Conversion API?

The good news is that you can choose to track all the events you already know about. For example, you can track content views, page visits, newsletter sign-ups and, of course, purchases.

You probably already know your most important events, but here’s what we recommend for e-commerce sites.

  • Purchase
  • Start payment process
  • Add to cart
  • Content view
  • Page visit

With these basic events, you’ll be able to make the most of the Facebook Conversion API to improve your tracking and optimize your ads more effectively.

How do I configure the Facebook Conversion API for website events?

Note that there are specific Facebook APIs designed for apps and offline sales. These allow you to track app-related events, as well as sales and store visits, respectively. To find out more, check out Facebook’s resources on App Event APIs and Facebook’s Offline Conversions APIs.

There are two ways to set up the Facebook Conversion API for website events: through web partner integrations and through manual implementation via Events Manager.

Configuration via partner integration

If your website runs on one of Facebook’s partner platforms, you can use Events Manager to configure the pixel and CAPI interface. This operation can be carried out without modifying your website’s code and, potentially, without the intervention of a developer.

You are authorized to work with customer data platforms (CDP), social commerce and e-commerce platforms (including Shopify, WordPress and WooCommerce), system integrators, facebook ads agencies and Google Tag Manager. Some partner integrations can be configured in Events Manager. Others will require you to contact the partner directly or set them up on the partner’s website.

For a complete list of Facebook Conversion API partners, see this resource.

Here are the steps involved in setting up the conversion API via a partner integration.

  1. In the event manager, go to data sources, choose your pixel and click on Settings.
Setting up the conversion API via partner integration
First step in setting up the conversion API via partner integration

2. Scroll down to “API conversions”. Click on “Choose a partner” under “Set up via partner integration”.

Setting up the conversion API via partner integration
Second step in setting up the conversion API via partner integration

3. Select your partner and follow the instructions.

Setting up the conversion API via partner integration
Last step in setting up the conversion API via partner integration

Manual integration via the event manager

If you’d like to set up CAPI manually, or if you don’t have access to a partner integration, you can use Events Manager to create your own custom instructions for your developer. A manual setup will give you a little more control over the configuration process, as you’ll be able to track events and parameters that Pixel alone can’t.

You’ll need access to your server’s source code and your developer’s help to perform the manual configuration.

Here’s how to configure the CAPI interface manually via the Event Manager:

  1. Go to the Event Manager and select the pixel ID you want to use to configure the CAPI interface.
  2. Click on “Add events” under the activity graph and choose “Use conversion API”.
  3. Click on “Install code manually”. Make sure you read the preview and click “Continue”.
  4. Choose the events you wish to track (you can use the event recommendations in the drop-down menu as a guide). Click on “Continue”.
  5. Select the parameters for each event. Note that you must select at least one customer information parameter. Click on “Continue”.
  6. Check your events and settings, then click on “Confirm configuration”. Click on “Send instructions”.
  7. Enter your developer’s e-mail address and click “Send”.

Your developer will then complete the configuration process according to the events and settings you have selected.

Conclusion

The implementation of the Facebook Conversion API will be a first step towards server-side tracking. As mentioned above, server-side tracking has many advantages and, given current privacy and data trends, we at Impulse Analytics expect server-side tracking to be used more and more.

Here’s what we recommend you consider next:

  • Don’t forget to test whether your Facebook Pixel is working properly with Facebook’s Pixel Helper browser extension for Google Chrome.
  • Test your conversion API with Facebook’s Payload Helper.
  • One week after installing your conversion API, monitor the deduplication and matching performance of all your events in Events Manager.

Remember, the more accurate your data, the better Facebook will be able to optimize your ad campaigns to achieve the desired result.


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Google Looker Studio is one of the tools of choice for data lovers. As you already know (or are about to discover), we at Impulse Analytics are data lovers too. Data Lovers & Story Makers, as you’d expect, and without Google Looker Studio, there’s no story to tell. In fact, this tool plays an important role in making our customers’ data speak for themselves. Today, we’d like to give you a Google Looker Studio tutorial with few insights on how to make data speak for itself.

Summary

What is Google Looker Studio?

First step create your account

Importing data into Google Looker Studio

Design your first dashboards in Looker Studio

Some practical tips


What is Google Looker Studio?

Google Looker Studio, formerly known as Google Data Studio, is a powerful data visualization tool. It enables the creation of reports that facilitate data-driven decision-making. With Looker Studio, you can connect to a wide range of data sources.

Advantages of Google Looker Studio

One of the main advantages of using Looker Studio is that you can easily visualize your data. Several formats, including tables, charts, graphs and maps, are available for viewing. This makes it easier to identify trends and patterns in the data. In addition, it lets you see how different data sets relate to each other. What’s more, Looker Studio lets users create customized calculations and formulas. For that reason, it’s useful for performing more advanced analyses and creating more sophisticated reports.

Moreover, another reason why Looker Studio is so useful is because it lets you share your reports and dashboards. This means you can collaborate on data analysis and also on decision-making with others. Given that, Google Looker Studio is indispensable for a team looking to make data-driven decisions. In fact, at Impulse Analytics as a digital marketing agency, Google Looker Studio is one of our indispensable tools for reporting our customers’ performance.

Looker Studio also offers a number of other useful features. For example, it allows users to create filters, but also some useful custom controls for interacting with data in real time. This means that users can easily explore different aspects of their data, seeing how it evolves.

All in all, Looker Studio is a valuable tool for anyone who needs to make data-driven decisions. Its powerful visualization and reporting capabilities, as well as its ability to connect to a wide range of data, make it an invaluable tool for data analysis and decision-making.

In this Google Looker Studio tutorial, we’ll look at how to set it up easily. After that, we’ll also look at how to import your data and set up your first dashboards. And, of course, we’ll share a few tips to make Looker Studio more efficient than ever.

First step: Create your account

First thing to remember, Google Looker Studio is a powerful tool for creating interactive, customizable reports and dashboards. It enables users to access, visualize and share data. This data can come from a variety of sources, for example Google Analytics, Google Sheets and others.

To configure Google Looker Studio, proceed as follows:

  • First, create a Google account if you don’t already have one
  • Then, go to the Google Data Studio website and click on “Sign In”
  • Once logged in, click on the “Create” button in the top left-hand corner of the screen to create a new report.

However, a blank page syndrome can happen, and it doesn’t have to. To avoid it, using the templates provided by Looker Studio and reworking them is a good start. It’s a time-saving maneuver when you’re just getting to grips with the tool.

Google Looker Studio
Google Looker Studio

At this stage, you already know how to create a dashboard in Looker Studio. Now let’s see how to connect your data to your new dashboards!

Importing data into Google Looker Studio

Once you’ve selected a dashboard, you can add a data set to it. To do this, you can choose from the list that opens up which application you wish to include data from.

Once you’ve added new data sources, you can find them directly in the my data sources tab.

Data import
Data import

For the purposes of this article, a template with a data source provided by Google has been supplied. Assuming you want to connect your own data sources, it’s pretty straightforward.

  • Go to the “add data” tab
  • Connect to the selected data source
  • Connect the data source to your Looker Studio document
  • Once you’ve reached this stage, you’ll see your data source displayed
Looker Studio Templates
Looker Studio templates generally provide data samples
Looker Studio Templates
You can therefore choose a data set that suits you best
Looker Studio Templates
Once you’ve completed all 3 steps, simply click on “Add”.
  • With your dashboard in place, you can now select the data source corresponding to the one you wish to display
Data source for average time spent per page
Change of data source for average time spent per page
  • Having selected the right data sources, you can now duplicate the operation on all your dashboard graphs. Note that if you’ve chosen to start from scratch, you’ll need to select your data in the table on the right-hand side of the screen.
  • Suppose you want to change the data displayed by your graph. You can click on the blue metric in the chart tab and select one of the available data.
Changing the bounce rate via printouts
Changing the bounce rate via impressions

Design your first dashboards in Looker Studio

Now that you know how to import your data into Google Looker Studio, let’s take a look at how to detail and personalize it to your brand image.

  • Customize the report by adding a title, description and other details. You can also modify the report’s colors, fonts and layout to make it more attractive.

After all, it’s worth noting that with Google Looker Studio you have a wide range of customization options to make your dashboard unique. It can be tailored to your customers, but it can also reinforce your brand internally during data presentations.

Some practical tips

Once you’re satisfied with the report, click on the “Save” button to save it. You can also share the report with others. Simply click on the “Share” button and give them access to the report.

In addition, you can also automate the sending of the report with updated data at a certain recurrence. To do this, simply go to the “Share” button and select the e-mail schedule.

Schedule a recurring mailing
Schedule a recurring mailing

At the same time, you can personalize the message to encourage your teams to consult the report.

Here the Growth Monthly Report is set to be sent every 30th of the month
Here the Growth Monthly Report is set to be sent every 30th of the month

To sum up, Google Looker Studio offers a wide range of features and tools that enable users to create professional-quality reports and dashboards. Thanks to its user-friendly interface and customizable options, it’s also a valuable tool for anyone who wants to access, visualize and share their data.

As a result, you officially know how to use Google Looker Studio with this tutorial! Wondering what Impulse Analytics dashboards look like? Here’s an example ⬇️

Example of a Performance Report - IA
Example of a Performance Report – IA

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