In reviewing Workflows in HubSpot and Texting in CallRail, we’ve both learned and solved a couple things in the past few weeks that impact marketing and tracking on most PIC clients.

First, what we’ve discovered with HubSpot Workflows! Suppression lists are not retroactive in HubSpot Workflows. If a contact enters a Workflow, then gets added to a suppression list, the contact is not pulled out of the Workflow. Instead, the client will follow the Workflow to completion. To get a contact out of an in-process Workflow, the client must complete a goal of the Workflow or be manually removed.

To resolve this issue, Lead Status is now used to determine when someone gets pulled out of our main Workflows in HubSpot. Previously, “In Progress” was used and has since been renamed to “Discovery Call Scheduled.” Sales needs to be aligned with Marketing here as to what Lead Status or Lifecycle Stage determines when the client should no longer be receiving the Workflow emails.

Now, on to CallRail Texting! CallRail does not forward texts sent through tracking numbers to a destination phone number. Texts received by a phone number are instead stored in CallRail’s software and must be responded to via that software.

If a client is using CallRail, it’s worth making sure that CallRail Texting is set to “off.” This prevents a user of the client’s website from sending a message to a contact number and having that text message lost in the software.

https://support.callrail.com/hc/en-us/articles/360044969531-Sending-and-Accepting-Text-Messages-in-Lead-Center

The Google Ad Script Library is a great resource for many Google Ad Scripts with simple instructions on how to use them. After dabbling with Rules, PIC will start working with Scripts more in 2021. Below are some Scripts available in the library that look especially helpful!

Budget Manager
This script will pull a full list of all budgets for every account that you feed into a single Google Sheet. You can see both campaign-specific and shared budgets.

Exact Match
The Exact Match script looks at the “close variant” search queries in active campaigns from the last 30 days. If a query doesn’t precisely match the exact keyword, that query is added as an ad group negative.

Associated Phrases
The script automatically analyzes account data to produce a report of all the phrases that are associated with your chosen terms. Showing all the fun ways people end up searching for that term, including Google Ads metrics.

Search Term Performance
The script goes through your account’s search terms and adds up the performance of all queries containing your phrases at the account, campaign and ad group level. This is recorded in a Google spreadsheet for you to peruse. There’s also a sheet with the overall stats for each phrase by month, which shows you how seasonality affects the queries.

A/B Testing
Once you create two campaigns, the ‘Control’ and ‘Experiment’ – and the script alternately pauses and enables them every hour, so they get an even share of the traffic. The script then checks the performance to see if there’s a statistically significant difference, and emails you the result. It works on Search, Display and Shopping campaigns

BrainLab Marketing Resources: http://www.brainlabsdigital.com/marketing-library/

Social Bearing is a free (with paid feature upgrades) analysis tool for any public Twitter account. In addition to common metrics found in Sendible and DashThis, there are some less common metrics that Social Bearing offers.

Let’s explore a few of the useful, unique metrics Social Bearing offers!

Tweets By Sentiment is an interesting metric option from Social Bearing. This metric measures positive and negative language that a client is using in their tweets. With this metric, you can provide a quantitative representation of how a client is portraying themselves to their Twitter audience.

Do you want to see which hashtags your clients are using in their Twitter posts? The Hashtag Cloud provides an infographic of the hashtags used most often by the size of the hashtag in the word cloud infographic. This can help you visually represent such Twitter use as over-saturating their hashtags with generic phrasing instead of more targeted hashtags for their audience.

Another version of the Hashtag Cloud is the Word Cloud which shows what subjects and words a clients’ Twitter account refers to most often. You can use the Word Cloud to make sure a client’s brand is being accurately represented through their Twitter posts.

Social Bearing provides other tools for Twitter analysis. The sorting mechanism in Social Bearing allows a myriad of options to review clients’ Twitter presence such as sorting via retweets, favorites, and engagements for quarterly or yearly reviews.

You can view analytics for any public account for 32,000 previous tweets. These less common metrics from Social Bearing provide new insight that PIC can use for client social media performance on Twitter.

https://socialbearing.com/

The PIC client Rock N Rescue leverages the SOS Inventory. There is not a native solution to sync the inventory from SOS into WooCommerce or vice versa. However, SOS Inventory does offer an API that can allow us to communicate inventory between the two systems. Let’s look at how PIC uses this API to integrate SOS and WooCommerce for Rock N Rescue.

Previously, Rock N Rescue would retrieve information from their inventory system and then have to manually enter any updates into WPEngine. By creating a system to integrate changes in the SOS inventory, Rock N Rescue can now automatically update in the development center of WPEngine. This saves Rock N Rescue double digit number of hours per week in inventory management recording.

Some key points to remember include renting an Amazon server. This allows for creating a fixed ID that PIC and Rock N Rescue can whitelist to reliably pull data updates from the SOS Inventory to push to the WooCommerce API and automatically update WPEngine. Having a static Amazon server available also works for monitoring the inventory data that is or is not supposed to automatically update and track trends in item inventory and pricing.

At each run of the integration, we are saving information from the SOS Inventory and this information can be used for future developments. For example, we can use this procedure to alert clients of the status of item inventory. With information of available items, we can use time series analysis to predict when an item is soon to be out of stock. Building an intelligent dashboard could give recommendations to avoid interruptions in stock availability.

For further detail on the creation process and possible uses of this integration, see the link and image below.

https://piconsulting.slite.com/app/channels/wHYkrJC5~G/notes/oD0I79U1eq

An upcoming update to the Apple iOS hinders the Facebook ability to accurately track app usage on iOS14.

The update results in lower than actual reported conversion events by Facebook. Optimized delivery for these events may be less effective due to there being less data available to base delivery on. Remarketing audiences will miss users that opted out of iOS14 update aspects.

To prepare for the Apple iOS update in Facebook, make sure domains are claimed in the Facebook Business Manager. Reduce events to only track the maximum limit of 8 events. An ongoing preparation item is to keep an eye out for abnormalities in your tracking reports and results as this may indicate a conflict between Facebook and Apple iOS.

Facebook is adjusting its reporting to meet challenges presented by the iOS14 update. Default attribution is now 7 days click, one day view which was formerly 28 days click with 7 days view. Where one campaign uses more than one attribution window, this will show 0 results in the campaign view report. Events are also being aggregated. Facebook automatically chooses highest priority events and combinations of events based on event aspects.

What can we at PIC do to mitigate effects of the Apple iOS14 update? Luckily, on the Facebook platform, remarketing is not affected. Using engagement strategies to develop a remarketing audience will be a good alternative. Additionally, audience uploads such as email lists, purchasers, and other custom uploads will still be accurate. Therefore, we should use these where possible. Using high quality custom lists and creating lookalike audiences helps target new traffic despite changes in the iOS14 update.

https://www.pittsburghinternetconsulting.com/blog/ios-14-impact-facebook-ads