How Google’s Big Tracking Decision Will Affect Your Business with Frederik Boysen Perpetual Traffic

In this episode of Perpetual Traffic, Ralph and Kasim are joined by Frederik Boysen to discuss strategies for optimizing digital marketing campaigns and acquiring new customers. They stress the importance of using first-party data to improve customer match, understanding the cost to acquire a customer, and tracking the consumer journey across devices. The episode also covers the importance of aligning business financial strategy and marketing in response to inflation and maximizing Google Ads algorithm performance. Listeners can gain valuable insights on metrics for measuring business growth and tips for effective campaigns.
In This Episode, You'll Learn:
00:03:29 - Using Google's algorithm to acquire new customers00:06:16 - Separate campaigns for better reporting and customer data00:08:55 - Attribution is important in marketing00:10:24 - Tracking and attributing marketing for improved profitability and performance00:14:15 - Using contribution margin for a holistic view of business00:17:37 - Understanding baseline customer acquisition cost and lifetime value00:20:29 - Cross-channel marketing and its implications00:21:45 - A new tool for insights on Facebook ads' impact on other channels00:23:33 - Discovering products with Iris iPhone device and Google Shopping00:26:06 - Maximizing Google Ads algorithm performance00:31:27 - Analyzing advertising spend and tracking the consumer journey across devices00:34:11 - Maximizing top-of-funnel on Facebook for customer acquisition00:36:15 - Understanding the challenge of attribution in YouTube advertising00:37:11 - Breaking down ad spending and advice for scaling up00:42:11 - Understanding the impact timeline for effective campaigns00:45:27 - Maximizing attribution window for Google Click ID00:46:00 - Tracking sales through internal metrics and backward math00:51:56 - Tracking real profit in business metrics00:53:44 - Aligning business financial strategy and marketing in response to inflation00:57:02 - Using profitability on ad spend as the key metric for marketing success
Guest Links:
ProfitMetricsFrederik Boysen on LinkedIn
LINKS AND RESOURCES:
Perpetual Traffic on YouTubeTiereleven.comSolutions 8 Perpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Kasim on Twitter and Connect with Ralph on LinkedIn
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Mentioned in this episode:
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