The Marketing Measurement Round Up: Edition #16

Welcome to another edition of In The Loop: The Marketing Measurement Round Up ??

What you can expect from this newsletter: As a marketer, you know that measurement is essential to success. But with so many different metrics, data points and tools to choose from, it can be difficult to know where to start. That's where In The Loop comes in. Each week, we'll deliver the latest marketing measurement trends and best practices to help you measure your marketing effectiveness and improve ROI.

First, what’s new from Ruler?

?? Fresh content: How to reduce direct traffic in Google Analytics

While GA4 provides valuable insights by categorising visitors by organic search, paid ads, and referrals, direct traffic remains a mystery. Though some direct visits come from users typing URLs or using bookmarks, many journeys remain unknown. This presents a challenge for marketers, especially those relying on impressions from brand awareness and display ads. In this guide, we dive into how direct traffic works in GA4 and explore strategies to illuminate its true source, empowering you to demonstrate the full impact of your efforts. ??

Get tips to reduce your direct traffic in Google Analytics 4

LinkedIn posts that have caught our attention

• Stellar advice from Liam Moroney . Lead scoring shouldn't be used to predict "sales readiness" but rather to categorise leads based on engagement levels. Using lead scoring to create buckets based on engagement (from none to high) allows you to identify which channels generate the most engaged leads and make smarter decisions about budget allocation.
• Influenced reporting in B2B marketing is valuable, but only when it's carefully implemented. Ben Jones highlights the need for a structured approach with three key steps: Establishing a clear "influenced" definition for each channel, employing channel-specific measurement models and maintaining consistent tracking.

Content we think you'll benefit from

?? 9 form optimisation tips to convert more visitors

Matomo offers actionable tips for optimising your forms to achieve maximum conversions.

?? Google Analytics makes advertising section updates

To simplify reporting, Google Analytics is updating the Advertising section, bringing all relevant reporting for advertisers and publishers together in one place.

?? Google announces Performance Max updates – including Gemini integration

Advertisers can use the new features to enhance the quality of ad creatives and improve the optimisation.

Just for fun

Optimising based on conversions only is like building a house on sand. It looks good initially, but lacks foundation for long-term success…