Evolving Google Analytics for more insightful measurement

To make it easier to compare these actions across platforms, we are aligning how conversions are defined across Google Ads and Analytics to give you a consistent view of your Google advertising performance. With that, we are introducing key events in Google Analytics that will replace what currently exists as conversions for behavioral analytics.

Say what? A “conversion” in GA4 was not measured the same as a “conversion” in Google Ads, which is…confusing.

Now (or soon, it’s still rolling out) in GA4, what had been called “conversions” are now “key events”. Conversions will appear in the Advertising reports section and match what is in Google Ads.

From Google:

• Event = measure specific interactions or occurrences on your website or app
• Key Event = measure an event that you mark as important to your business
• Conversion = measure performance of your ad campaigns and optimize bidding

If you want to know more, this video is the best resource on it I’ve seen from Google so far.

How to write a landing page that converts

Purchase Rate = Desire - (Labor + Confusion)

To increase the purchase rate, increase the visitor’s desire to purchase while decreasing their labor (effort) and confusion

translate features into the value they’ll get from using it. And proactively handle any objections they might have.

Provide no-brainer value and make it easy.

Copywriting Friday: What part of France are you from?

To increase conversions, we need to understand and remove the objections that are stopping qualified prospects.
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Look for these three types of objections: obvious, embarrassing, and assumed. Then use your best salespeople to help you craft the strongest counter-objections.
Think about your services or processes: Which of them might you combine into a named system that implies the work is being done for your customer?

I’m looking forward to using the “Objection/Counter-Objection” method in a project soon.

Concrete language boosts sales.
from the Nudge newsletter

Specific, tangible language significantly increases customer satisfaction and spending.

Use clear, concrete language.

Easy to understand. Hard to confuse.

February Marks a Turnaround for Existing Home Sales

Sick of waiting for the Federal Reserve to make a move, home buyers and sellers seem to be accepting the market for what it is.
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In February, contracts closed on roughly 4.4 million existing homes, an increase of 9.5% from the month prior
The median existing-home sales price elevated to $384,500, the eighth consecutive month of year-over-year price gains. However, the sales prices across all US homes jumped only 0.6% from January to February, which resembles pre-pandemic trends

Changes in the housing market can have far reaching ripples.