📱 Fingerprinting.

How generations in the US spend their money, the Zero Draft technique for crushing writer’s block, and more. October 6, 2022 [Read in browser]( [logo] [sponsor]( Happy Thursday. Have you heard about or noticed an increase in Google Business suspensions, by any chance? One of our readers says they’ve noticed an uptick in suspensions since the September core update, and they’re wondering if you’ve observed this, too. Let us know… we may write something about it. GOOGLE New Ads tagging improvements added, one Analytics feature removed [article-image] Google giveth, and Google taketh away. What’s been given: Google is releasing three [improvements to its single, reusable tag]( to make it easier to set up, manage, and measure. Improvements include: - Tag coverage summary, which should help you see whether Google tag has been correctly implemented and which pages aren’t tagged. - Analytics and Ads integration to make setting up conversion management easier… and quicker. - CMS integration allows you to implement Google tag in your content management system without making changes to web code. Very nice. What’s been taken: Google Analytics [will no longer collect Store visits data after October 31](. Going forward, you can only access these metrics from Google Ads, since this tracking option still isn’t available in Google Analytics 4 (GA4). Bummer… Why we care: Sounds like managing tags is becoming a walk in the park. But if you’re used to tracking Store visits from your Analytics dashboard you’ll have to get used to looking at Ads manager. And speaking of tracking… PRIVACY Is this the end of the device “fingerprinting?’ Head’s up if you’re tracking app installs from ads… Apple plans to [release SKAdNetwork 4.0](, the latest iteration of their privacy API. And there’s a good chance it will wipe out device “fingerprinting”—and advertisers’ ability to track app installs—for good. What’s fingerprinting? It’s the process of collecting device hardware and software parameters—including IP address, OS, model code, etc.—to create a unique and traceable digital identity. The more parameters, the more unique the identity. Why fingerprinting matters: Advertisers often use it to attribute app installs, which can be useful if you’re promoting an app and want to know whether your campaigns are actually working. But, like guacamole, device fingerprints expire fast, and it’s not clear they’re reliable or precise when it comes to attribution anyway. So… good riddance? What happens now: The current SKAdNetwork 3.0 relies on fingerprinting to operate. When Apple swaps it out with the new version, fingerprinting may no longer be necessary. We’ll see. Of course, the full effects of Apple’s new privacy update remain to be seen, but one thing’s clear: the future of advertising looks like first-party data. Speaking of data… SPONSORED BY #PAID It’s time to learn the truth about your influencer campaigns [article-image Marketers only want one thing: data. But trying to get insights from influencer campaigns is worse than pulling teeth or digging without a shovel or… you get the idea. [With #paid's measurement suite](, you have total clarity on your influencer campaigns’ data. You can find out which creatives are getting visits and sales—and why. In real-time. See the brand lift generated by each campaign and the impact on brand perception. Optimize your campaigns faster. With #paid, it’s a picnic: - Tell #paid your campaign objective and they’ll find qualified creators you can choose from. - Get assisted by their team to contract, review and approve content from creators. - Go live. Control the data. And optimize your way to bigger ROI. Sephora, Ikea, Coca-Cola, Hershey's, H&M, Samsung. [They all rely on #paid to run influencer campaigns](. [Why not you?]( MARKET RESEARCH How different generations in the US spend their money [article-image] Marketers talk a lot about demographics, how to reach them, and what motivates them. But if you really want to understand your target demographic, it helps to study their behaviors and attitudes around spending. Not as easy as it sounds, of course. But recent [research from Visual Capitalist on spending in the US]( offers a valuable perspective on consumer spending across different generations. Here are some interesting tidbits: - Gen X (born 1965–1980) spends the most money compared to other generations, cashing out $83,357 every year on average. Millennials (1991–1996) come in second with $69,061 on average annually. - Gen X also spends the most money on apparel, service, and personal care products. - All generations spend around 30% of their money on housing items. The second biggest spend is entertainment (4–5%), but obviously each generation buys different forms of entertainment. - The Silent Generation (1945 or earlier) spends most of their average annual income (15.8%) on healthcare. Gen Z is on the opposite side, spending only 3.3%. - Gen Z spends the most on miscellaneous expenditures, making them a viable category for “cool,” non-essential items. Of course, these are the takeaways that stand out to The Crew. If you [look at the graph]( you may have different conclusions… SPONSORED BY BLACK CROW AI Scale your BFCM campaigns with licensed UGC assets, get started in just 10 minutes [article-image]( Yes, the targeting algorithms of advertising platforms are broken. But that doesn’t have to break your Q4 margins. [Black Crow’s AI model can do what Facebook Ads can’t anymore](: identify the hottest buyers online so you can target and easily convert them. The result? Zero wasted ad spend. It’s a quick and easy one-click integration, and it has helped 150+ DTC brands grow their ROAS against all odds. [Join them!]( THE CREW’S INSIGHTS Use this fiction writing technique to produce better content and copy [article-image] Ever heard of a “Zero Draft”? It’s a tactic that [bestselling author Fonda Lee sometimes uses]( when she’s got a bad case of writer’s block. How a Zero Draft works: You build momentum by writing “complete drivel.” Instead of starting with award-winning writing, Fonda says the characters in her Zero Drafts feel like puppets walking around a cardboard stage. In other words, you write the bare bones of your content—the critical levers that keep the story moving from one place to the next. What makes a Zero Draft special? We’ve all heard advice to “write bad first drafts.” But the Zero Draft isn’t just a bad first draft—it’s a glorified outline, the simmered-down recipe for writing something good. For example: Say you’re writing a blog post for a brand. Instead of writing a bad 1,500 word first draft, try writing a 500-word Zero Draft: just the pieces you need to keep things moving, the key points of information, and leave gaps you can fill in later. You can do the same thing when writing copy for landing pages, emails, or almost anything else. Why it works: Zero Drafts help you overcome writers’ block and write subsequent drafts more quickly. And, unlike a full-length, terrible first draft, Zero Drafts are easily digestible, sometimes bullet-point-style documents that provide instructions for writing better work. Give it a shot! It worked for Fonda Lee. Her recent fantasy trilogy, [The Green Bone Saga](, has won heaps of awards. P.S. This section of the newsletter is frequently written with the Zero Draft technique! ROUNDING UP THE STACK [PRODUCTIVITY:]( Struggling with unorganized workflows and too many disconnected apps? ClickUp brings all your campaigns, docs, and clients in one place. Hundreds of features to help maximize team productivity. [Get started today for free.](* [GOOGLE:]( They did it again. Google is shelling out $85M to the state of Arizona to resolve claims that they’ve illegally tracked the locations of Android device users. Is anyone surprised? [TWITTER:]( Who needs words? You’ll soon be able to attach a combination of videos, images, and GIFs to a single tweet. Twitter is about to get a whole lot more visual… [GOOGLE:]( Running financial services ads in the UK? Take note. Debt services advertisers will have to complete UK financial services verification to continue running campaigns, among other important updates. Don’t wait until January 16, 2023 to review Google’s new policy. *This is a sponsored post BRAIN TEASER What can go up a chimney down, but can’t go down a chimney up? You can find the [answer here.]( [poolside-logo] POOLSIDE CHAT Cake resume [article-image] If you want to land a job at Nike, you need to think outside the box. Or maybe put a cake in one… After failing to get in touch with her favorite brand, one woman from North Carolina decided it was time to just do it… [So she polished her resume, slapped it on a cake](, went to the Nike World HQ in Oregon, and gave it to the designated person. Apparently it worked, because now she’s talking with Nike about a position in hospitality or administration—one step closer to nailing that dream job. Almost sounds like a Nike commercial, doesn’t it? SHARING IS CARING “Cool hoodie… where’d you get it?” —your jealous coworkers When you refer our newsletter to other smart marketers—and they subscribe—we send you the coveted Stacked Marketer Zip Hoodie (50 referrals). And you unlock other rewards along the way, like: - The Crew’s Top 10 Insights (2 referrals) - Access to the growing library of The Crew’s Insights (4 referrals) Zip. Mmm, cozy. Share your referral link below to start unlocking exclusive content and merch! [article-image]( [CLICK TO SHARE]( Or copy your referral link: [ [SUBSCRIBE]( | [SM PRO]( | [ADVERTISE]( You are receiving this email because you want to know what is going on in digital marketing. If you aren't thrilled about our emails, reply and let us know why. 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