Conversion Tracking Playbook

Every platform, like Meta, Google, and Klaviyo, want (need) a way to identify new and returning users to help maximize the ROI on your campaign performance. Historically this was primarily done through cookies. But over the last several years there have been solutions, like Elevar and others, that have focused on helping these platforms extend their lookback window. Learn the nuances of how User IDs work and their impact on performance.

In this new series, listen to Brad and Jon share 3 critical things to know about Meta's Event Match Quality score. What's their purpose, how they are scored, and most importantly what is their impact on your campaign performance. You might be surprised at what you learn on this episode!

In today's episode, Brad Redding and Jon Cairo are joined by Jonathan Snow of The Snow Agency / Avenue Z. We dove into the future of advertising, critiqued Apple's privacy stance, and highlighted the power of TikTok Shop for affiliate marketing. Jonathan shared insights on leveraging user-generated content over high-budget videos and emphasized the importance of strong commission offers to attract affiliates. We also discussed the rise of social commerce, third-party attribution tools, and the potential impact of Apple's ad strategies. 

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We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization.
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Links Referenced:

Connect with Jonathan on LinkedIn and his newsletter

Avenue Z

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And if you're new to Elevar, Elevar automates server-side conversion tracking for Shopify. Check us out!

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Previous episodes you might like:

100K/spend day myths with Nigel Thomas

Signal Loss -- what it is and how it impacts marketers

Deep dive with Simo Ahava on intersection of technical marketers

Client vs server-side cookies and server-side tracking 101

How to double conversion rate in 100 days with Ben Zettler

How to blend attribution + conversion tracking + data warehousing for insights with Austin Harrison from Northbeam

In this episode Brad Redding and Jon Cairo are joined by Mikko Rekola from Woolman to discuss whats new with Shopify Markets, how brands in Europe are doing that have removed all Meta and Google tracking, Shopify's enterprise move, and where brands are moving on to from Google Analytics. 

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We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization.
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Links Referenced:

Woolman

Ellis

Connect with Mikko

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And if you're new to Elevar, Elevar automates server-side conversion tracking for Shopify. Check us out!

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Previous episodes you might like:

100K/spend day myths with Nigel Thomas

Signal Loss -- what it is and how it impacts marketers

Deep dive with Simo Ahava on intersection of technical marketers

Client vs server-side cookies and server-side tracking 101

How to double conversion rate in 100 days with Ben Zettler

How to blend attribution + conversion tracking + data warehousing for insights with Austin Harrison from Northbeam

In this episode Brad Redding and Jon Cairo are joined Scott Zakrajsek from Power Digital to talk about blended approaches to attribution with MMM/MTA, geo-testing holdout strategies, demand creation channel measurement (ex. Youtube), customer LTV analysis and actions to take, and the current state of CDPs for eComm brands. 

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We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization.
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Links Referenced:

Connect with Scott on LinkedIn

Connect with Ben on LinkedIn

Power Digital

Rockerbox

Prescient AI

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And if you're new to Elevar, Elevar automates server-side conversion tracking for Shopify. Check us out!

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Previous episodes you might like:

100K/spend day myths with Nigel Thomas

Signal Loss -- what it is and how it impacts marketers

Deep dive with Simo Ahava on intersection of technical marketers

Client vs server-side cookies and server-side tracking 101

How to double conversion rate in 100 days with Ben Zettler

How to blend attribution + conversion tracking + data warehousing for insights with Austin Harrison from Northbeam

This week is a jam packed episode with privacy compliance experts to help you understand and navigate the nuances of privacy law around data tracking in the US and Europe. You'll learn about gotchas getting brands in legal trouble today, when you need to get serious about compliance for your brand, the steps to take to get and remain compliant, and what is changing in the US in 2024.

Plus you'll hear Q&A from Elevar's Vishal Gor and Felipe Maté with questions we receive daily from Elevar customers on consent setup.

If you'd like to chat more with our experts, connect with Peter Kosmala on LinkedIn and William Catling from LevelUP Consulting. 

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We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization.
-----


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And if you're new to Elevar, Elevar automates server-side conversion tracking for Shopify. Check us out!

-----

Previous episodes you might like:

100K/spend day myths with Nigel Thomas

Signal Loss -- what it is and how it impacts marketers

Deep dive with Simo Ahava on intersection of technical marketers

Client vs server-side cookies and server-side tracking 101

How to double conversion rate in 100 days with Ben Zettler

How to blend attribution + conversion tracking + data warehousing for insights with Austin Harrison from Northbeam

In this episode Brad Redding and Jon Cairo are joined by Jacob Cook, Founder of Tadpull, to get into the weeds on data warehousing, ML and AI use cases within your data warehouse, how to sell data executives, how quality data can drive better personalization and journeys, plus much more in this jam packed episode.

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We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization.
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Links Referenced:

Tadpull

Sean from Tydo Puma Post

Puma GCP Announcement

Jupyter Notepad

Customer Base Audit Book

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And if you're new to Elevar, Elevar automates server-side conversion tracking for Shopify. Check us out!

-----

Previous episodes you might like:

100K/spend day myths with Nigel Thomas

Signal Loss -- what it is and how it impacts marketers

Deep dive with Simo Ahava on intersection of technical marketers

Client vs server-side cookies and server-side tracking 101

How to double conversion rate in 100 days with Ben Zettler

How to blend attribution + conversion tracking + data warehousing for insights with Austin Harrison from Northbeam

In this episode Brad Redding has Ben Zitney (Product Manager at Daasity) on to talk about how to provide value from your data analysis to your internal stakeholders. We discuss prioritizing taking action, forecasting, why 100% of a/b tests are educational, where you will waste time and opportunity costs, and why thinking like a Product Manager will help you crush every presentation and meeting.

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We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization.
-----

Links Referenced:

Daasity

Ben on Linkedin

Prescient AI

-----

And if you're new to Elevar, Elevar automates server-side conversion tracking for Shopify. Check us out!

-----

Previous episodes you might like:

100K/spend day myths with Nigel Thomas

Signal Loss -- what it is and how it impacts marketers

Deep dive with Simo Ahava on intersection of technical marketers

Client vs server-side cookies and server-side tracking 101

How to double conversion rate in 100 days with Ben Zettler

How to blend attribution + conversion tracking + data warehousing for insights with Austin Harrison from Northbeam

In this episode Brad Redding and Jon Cairo have Elevar Alum and now CRO lead at Cotopaxi, Kirby Crook, to talk all things CRO. We talk CRO brand vs agency differences, how Cotopaxi leverages 3 core customer feedback mechanisms throughout the year to drive insights across the business, tools and personalization, and we go through 2 Guess The Test examples from experiments that Kirby has executed with Cotopaxi. 

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We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization.
-----

Links Referenced:

Elevar Summit

Dynamic Yield

Mouseflow

Qualtrics

-----

And if you're new to Elevar, Elevar automates server-side conversion tracking for Shopify. Check us out!

-----

Previous episodes you might like:

100K/spend day myths with Nigel Thomas

Signal Loss -- what it is and how it impacts marketers

Deep dive with Simo Ahava on intersection of technical marketers

Client vs server-side cookies and server-side tracking 101

How to double conversion rate in 100 days with Ben Zettler

How to blend attribution + conversion tracking + data warehousing for insights with Austin Harrison from Northbeam

In this episode Brad Redding and Phillip Crow share 10 use cases of how to enrich and score your customer list to extract more incremental profit from your marketing efforts. Examples include finding hidden gems that appear like your best customers, identifying what retail locations have the highest density of customers that look like your best customers, calculating your TAM compared to your competition, identifying what channels are most likely to convert customers and when, when your best customers are competitor shopping, and more. 

-----
We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization.
-----

Links Referenced:

Elevar Summit

Buxton

-----

And if you're new to Elevar, Elevar automates server-side conversion tracking for Shopify. Check us out!

-----

Previous episodes you might like:

100K/spend day myths with Nigel Thomas

Signal Loss -- what it is and how it impacts marketers

Deep dive with Simo Ahava on intersection of technical marketers

Client vs server-side cookies and server-side tracking 101

How to double conversion rate in 100 days with Ben Zettler

How to blend attribution + conversion tracking + data warehousing for insights with Austin Harrison from Northbeam