📦 - GA4’s New Transactions Report

DTC 648 - Six GA4 Updates, Salt and Stone’s Growth, and Copywriting Tip Wednesday, September 18, 2024 Good morning, Google Ads rolls out Confidential Matching, a new privacy-enhancing technology that will let brands securely connect first-party business data for audience targeting at no extra cost. This is part of Google’s movement to ensure all data handling meets regulatory privacy rules, so expect to see more changes soon. Here’s what you’ll find in today’s DTC: 🛠️ ICYMI Google Analytics 4 introduced six new updates, which includes a new Transactions Report for ecommerce brands to track their revenue streams. 🚀 We chat with natural skincare brand Salt & Stone about how they 5x’d their revenue in just under a year. ✏️ And…here’s a copywriting tip on how to convey your stats effectively. GROWTH 👀 Revenue? Up. ROAS? Up. Conversion Rate? Up. AOV? Up. A wellness brand joined Pilothouse’s brand accelerator, Pilot Program, [dreaming of growth](… 💭📈 The team strategized using their time-tested and data-backed tactics, took over the brand’s campaigns, rebuilt their creative approach, and geared up to see the brand crush its goals. And crush they did… An 80% increase in ad spend, coupled with a ROAS and AOV improvement, yielded a 155% increase in revenue! 🔥 Q4 is just around the corner, and [Pilot Program has limited slots remaining for brands looking to achieve results like these](. Will one of those slots be yours? 👇 [Book your free call with the partnerships team today](. PLATFORM UPDATE 🛠️ ICYMI GA4 New Transactions Report and More Updates Google Analytics just dropped not one but six major updates to make it easier to analyze your website performance. Check these out so you can make more data-driven decisions for Q4! Let’s get into it: 1️⃣ Enhanced Data Visualization You can now compare up to five metrics side by side by adding more plot rows in detailed reports. Rather than seeing a correlation between two metrics, now you can input five metrics and see quick comparison and analysis. What this means: For marketers and advertisers, you get a more holistic view of what metrics are impacting each other and if there are any trends worth noting. 2️⃣ Anomaly Detection System Google has introduced a new anomaly detection system to identify potential issues or opportunities for brands. What this means: If you see a sudden spike or drop in traffic, Google’s new system can diagnose what happened and share learnings so you’re not left in the dark. 3️⃣ Hover over Descriptions for Report Titles If your GA4 account has hundreds of reports, this handy new feature will save you time. Hover over the title of the report, and Google will share a short summary of what the report is about. What this means: Spend less time digging through old reports and more time analyzing data. 4️⃣ Key Event Marking When using GA4’s event report, you can mark significant events for easy reference. Access this feature using the three dots menu at the end of an event row and select Mark as Key Event. What this means: This makes it easier to track important data points and highlight these in your EOY reports. 5️⃣ New Transactions Report For ecommerce owners, this new report will give you a more in-depth look into revenue streams. GA4’s new Transactions report uses the transaction_id parameter to give you a comprehensive view of your sales data and see order and revenue data. What this means: It’ll be easier than ever to see which online platforms are bringing in the most sales. 💰 6️⃣ New Scope changes to Acquisition Report Google has tweaked its acquisition reports. The User Acquisition report now includes these metrics: Total Users, New Users, and Returning Users, while the Traffic Acquisition report will now focus on more session-related metrics like Sessions, Engaged Sessions, and Sessions per Event. What this means: These updated reports will now feature more targeted metrics. Which of these GA4 updates are you most excited to test out? GIFTED REVIEWS 🚀 T-Minus 72 Days To Black Friday… Is Your Brand Ready? Prepare To Launch This Holiday With Gifted Reviews! Tick tock, tick tock… Black Friday/Cyber Monday only comes once a year, it’s high-stakes, and it’s right around the corner. ⏰ Skeepers is here to supercharge your holiday marketing strategy with UGC, including Gifted Reviews to rocket your brand to new heights. 💥 Their [new eBook]( reveals key insights, including: - 📊 Over 75% of consumers check reviews before buying, with this number climbing even higher during BFCM. - 🔥 Gifted Reviews give you a constant stream of fresh, new reviews. Quality is key, but recency is vital—both for your customer, and for your SEO. - 🌟 Gifted Reviews is the fastest and most reliable way to get reviews on seasonal products or holiday bundles. Want to stay in the race this BFCM? [Download the Ebook Today]( *Sponsored PODCAST ⭐ Driving 5x Digital Growth: How Salt & Stone Optimizes Ecommerce and Amazon Sales Today on the pod, we sat down with Dejan Rankovic, SVP of Digital at [Salt & Stone](, a natural personal care brand that’s making waves in the industry. With experience scaling growth at Dr. Squatch and Netflix, Dejan brings a unique perspective on optimizing digital marketing strategies to drive exponential growth. Dejan explains: “One thing we identified as an opportunity was to leverage our Mini Discovery Set as a hero product. Customers get the opportunity to test four core products at an affordable price.” In this podcast, we cover: - Accelerated growth: How Salt & Stone achieved 5x growth in digital revenue in under a year. - Product strategy: The impact of prioritizing hero products, like the Mini Discovery Set, for customer acquisition and retention. - Effective ad spend: Tactics for optimizing ad spend across Meta, TikTok, and other platforms. 👉 You can listen to the full episode with Dejan [here](. 🎉 CELEBRATE THIS! 🍏 Sept 21: Gratitude Day, Dance Day, Eat an Apple Day, Chai Day ☀️ Sept 22: Business Women’s Day, Ice Cream Cone Day, Temperature Control Day 🧑 🦰 Sept 23: Redhead Appreciation Day, Go With Your Gut Day, Apple Cider Vinegar Day 👁️ Sept 24: Lash Stylist Day, Horchata Day 🦞 Sept 25: Beach Therapy Day, Comic Book Day, Lobster Day 🌍 Sept 26: Alpaca Day, Dumpling Day, World Environmental Health Day 🧣 Sept 27: Crush a Can Day, Scarf Day, Chocolate Milk Day 🌐 IN THE SOCIAL SPHERE This is a great tip on how to use stats effectively in your sales copy and make a lasting impression on the customer. 👇 Can't view the image? [Click here]( 📰 NEWS - TikTok’s fate in the U.S. [is still uncertain after two hours of arguments this week](. - Amazon [files a lawsuit targeting companies and individuals submitting allegedly false trademark infringement notices](. - e.l.f. Cosmetics [launches a hilarious ‘Divine Skintervention’ campaign to reach Gen Z audience](. SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](. Have you heard our latest podcasts? - 💸 [AKNF 439:]( Maximizing Google Ads Profitability - 🏜️ Dosso Beauty [Tackling Hair Deserts with Hypoallergenic Products]( - 📧 [AKNF 437:]( Mastering Email Marketing with Quadrant Framework - 🐶 Ollie on [The Role of Brand in Scaling a Pet Food Company]( - 🦆 [AKNF 435:]( Stocking the Pond and Planning for Q4 - 👟 How VKTRY Gear [Achieved 240% Growth with Niche Marketing]( Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., Victoria, BC V8W 1X6, Canada [Advertise with DTC]( | [Work With Pilothouse]( [Unsubscribe](