⏳Privacy Sandbox.

Google is finally launching its long-promised privacy tools, Meta’s turning up the transparency on its ads, and more. February 15, 2023 [Read in browser]( [logo] [sponsor]( Happy Wednesday, we have big news. We’ve never done this before. And by “this” we mean “producing a Copywriting Essentials course.” But we did. And it’s packed with the skills and tools digital marketers should have gotten—but haven’t—from most copywriting courses. More details below. Oh, and if you take the course, you’ll finally get to see what our editor looks like. META Head’s up: “Why am I seeing this ad?” just got more transparent [article-image] You know how opening the blinds brightens up a room—and reveals the dust? Meta is [rolling out an improved version of its “Why am I seeing this ad?” feature]( globally to increase ads transparency across platforms. And there’s definitely light and dust to be found… A look inside the machine: These updates will give you a better sense of how Facebook’s machine learning algorithm works, including: - How user activity—on and off platform—influences the algorithm to show ads. - Examples and illustrations of how its machine learning models connect topics with relevant ads. Bust out the binoculars: Oh, and if you’re down for a little espionage, you can dig into your competitors’ targeting preferences by looking at the “Advertiser choices” option. … But users can see you, too: Yep, your potential customers can select Ads Preferences from additional pages in the “Why am I seeing this ad?” tool. For example, if a user sees an ad about a beauty product, Facebook will tell them it’s because they interacted with ads or pages about personal care or used apps about lifestyle. Why we care: Getting a glimpse into the targeting strategy of your competitors and understanding how the algorithm works can be an ace up the sleeve. Of course, it also means your ads are vulnerable to the same kind of snooping. And more transparency will likely come at the cost of users opting out of unfavorable ads. Ah, these privacy-first environments are tricky. And while we’re on the topic of privacy… GOOGLE Android, meet Privacy Sandbox Out of the sandbox and into the yard. Google is finally rolling out its long-awaited [Privacy Sandbox technology to a number of Android devices](. Swing, batter: The Privacy Sandbox Beta will hit devices gradually, starting with a “small percentage of Android 13 devices” and expanding to others “over time.” If your device is selected, you’ll get notified by the system and will be able to manage your participation—such as which interests to allow or block—from the Settings menu. What this means: This is essentially how Google will learn whether its privacy-first technology performs in real… er, digital life. At the same time, advertisers and regular users will also have the opportunity to sample the cookieless world in small bites. Why we care: About a month ago, the World Wide Web Consortium (W3C) [gave Google’s Privacy Sandbox’s Topics API a failing grade]( and asked the company to “rethink” the tech. But Google has spent years investing in and building this technology and is finally trying it out. It will be interesting to see how well it all works… and how it affects advertisers. SPONSORED BY STACKED MARKETER PRO How to become a good digital copywriter in just 2.5 hours [article-image]( Ever found yourself sitting in front of a blank Google Doc or empty fields in an ads manager, with dozens of headlines and body copy to write… and a ticking clock? Yeah, us too. But don’t worry… You don’t have to be a pro or spend years studying under A-level copywriters to write great copy that works. You just need the essentials: - The research process that makes customer and competitor research a piece of cake—and easy to turn into a great copy. - The copywriting frameworks that are actually useful—and when to use them. - The basics of editing and polishing copy… which is easier when you have the right checklist. So if you find yourself getting stuck, distracted, or simply overwhelmed by the demand of writing entire campaigns… We got you. It’s literally why we designed our [Copywriting Essentials Course](. [Try it now for 7 days for just $7 when you join Stacked Marketer Pro.]( ADVERTISING Have you moved to Google Analytics 4 yet? Because it’s time… [article-image] Friendly reminder: Universal Analytics (UA) will stop processing user data on July 1. That means you’ll have to pack all your UA stuff in moving boxes and carry them over to Google Analytics 4 (GA4). If you wait, you’ll have trouble comparing and reporting data. Also, if you don’t migrate until July 1, you could go through a period of time without any data at all. Yes, the idea of transitioning from UA to GA4 is stressful. But you may feel better reading Eric Gesinski’s [answers to essential migration questions](. Let's get packing… How do I begin the migration process? No, this won’t happen with a click of a button. But Google launched a [Setup Assistant]( that could make the transition easier. The most important thing is to identify your KPIs and goals, then set them up as “conversion events” within GA4. The Assistant can help you import configured conversions. What if I make a mess? Don’t panic, because it happens. That’s why it’s important to start before UA sunsets, since you’ll have more wiggle room for changes. Another reason why it’s good to migrate now is because you’ll have a window where UA and GA4 can work simultaneously, so you can see what works and what doesn’t. Do I need Google Tag Manager (GTM)? No, you can do everything without GTM installed. But it is strongly recommended that you install it. With GTM, you can smooth the wrinkles out of the transition from event triggers in UA to reported events in GA4. GTM can pull all the data and turn them into “event triggers,” which is super helpful. What should I be careful about? Eric says the biggest pitfall is not identifying crucial KPIs that UA was used for, and not identifying a way to record it within GA4. Because once UA is gone, you’ll find it difficult to set up new events or conversions and compare them to previous UA set up. One important thing to remember: GA4 is still going through revisions, updates, and other frequent changes, so it’s important to keep track of everything. And you’re lucky, because you are a Stacked Marketer reader, and we don’t miss any important GA4 updates! SPONSORED BY HIGHTOUCH Customer Data Platforms (CDPs) are dead. There's a better way… [article-image]( CDPs have long been the gold standard for managing first party customer data… but now, there’s a better way. Modern marketing teams use Hightouch to activate their customer data and power personalization in minutes. [Using Hightouch's marketer-first features](, anyone can sync audiences to 125+ SaaS tools to power personalized campaigns. Better customer experiences, CAC and ROAS - all for a fraction of the cost and hassle of a CDP. [Learn More](. [Or book a demo.]( THE CREW’S INSIGHTS What do Facebook’s attribution settings really mean? [article-image] You’re one of two marketers: either you get really overwhelmed when you hear the words attribution setting (formerly known as “conversion window”), or you get really excited. Either way, you’ll keep more out of your ads if you keep reading… Basically, Facebook’s attribution setting is the timeframe in which Facebook will claim a conversion. For example, if your attribution is set to 7-day click, and someone converts within seven days of clicking your ad, then Facebook will attribute that conversion to its platform. Seems simple enough, right? Here’s where it gets complicated: Your attribution setting is Facebook’s optimization window. Facebook will optimize for those users most likely to convert within your set time frame. It will also count conversions on the day that the click happened, rather than the day the conversion took place. So, why is this important? - Facebook may be hiding conversions. If a conversion happens outside of your attribution setting, then Facebook won’t count it as a conversion from its ads. - Understand there is a delay in the attribution. If you know there is a delay in your conversion reports, then you know that performance results may not be final if enough time hasn’t passed. - It will help you understand which ads are working. Being able to attribute conversions to ads is the most important part of the Facebook game. This is how you’ll efficiently scale your account. The takeaway? If you’re running a flash sale, change your settings to 1-day click so that Facebook finds you users who are likely to convert in the time period. At very least, it’s worth understanding what attribution settings really mean, and how they can affect your data. ROUNDING UP THE STACK [MARKETING:]( Get a chance to win a $1,000 Amazon gift card with The Marketer’s Ultimate Newsletter bundle. Subscribe to these five awesome newsletters in one go, and you’re in for a chance to get that $1,000 gift card. [Enter here for free.*]( [INSTAGRAM:]( Bye bye, live shopping. Instagram is officially ending the feature mid-March and will instead push ads as one of the main ways for users to discover brands and products on its platform. Apparently live shopping just isn’t that fun in the US. [GOOGLE:]( Connected TV (CTV) features just got a big boost. Google is making it easier to predict, plan, buy, and measure your CTV campaigns with Display & Video 360. Might be something to consider, depending on your budget. [ECONOMY:]( Spending is a habit hard to break. US Households spent 5.1% more than the previous year and 2.2% more in January than in December. Job growth is also going strong, with 517k new positions added in January. Good news, at last. [AI MARKETING:]( Love, BuzzFeed + Robots. After laying off staff, the media company launched its anticipated AI-powered quizzes for Valentine’s Day and… they’re “hit-and-miss.” AI will probably get better, but maybe BuzzFeed moved a little too quickly on this one… *This is a sponsored post BRAIN TEASER Two sisters we are, one is dark and one is fair, In twin towers dwelling we’re quite the pair, One from land and one from sea, Tell us truly, who are we? You can find the [answer here](. [poolside-logo] POOLSIDE CHAT Oops. These firefighters almost burnt down their kitchen [article-image] When a group of firefighters from Hall Country rushed to put out a residential fire, nobody thought to ask: “Did we leave the stove on?” So when these brave first responders returned to their station, they [found breakfast burning on a fiery stovetop](. Luckily, we’re talking about firefighters here. They were able to “localize” the fire immediately. The only casualty was their food. Maybe we should call them The Flambé Brigade… SHARING IS CARING Don’t tell anyone about us. Don’t do it. Juuuust kidding. Please do. Because exclusive content and awesome merch are just a few referrals away. When you share our newsletter with other smart marketers—and they subscribe—you can earn access to premium content, like: - Two of our Stacked Marketer Pro reports (8 and 15 referrals), which are normally worth $99 each. - The Marketer Mug (30 referrals). … And more. Hit the link below to get started! [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. Or you can unsubscribe from all daily updates by clicking [here.]( Our postal address: Spectrum IT Solutions GmbH, Canettistrasse 1/Top 0107, 1100 Wien, Austria