Google Analytics Mistakes, Unlocking Your Mission, & Facebook's in the Hot Seat (Again) ...This Is The Latest!

Marcus Sheridan recently shared with the rest of the IMPACT team that he loves to use the weekend to get his learn on.

I love this idea. In theory. But I also love lots of things in theory. For example, a "fun run" sounds, well, fun -- it's in the name -- but I still prefer "fun go-get-fro-yo" or "fun sit-on-couch-and-watch-West-Wing-reruns."

But this weekend, I'm challenging myself to take a page out of Marcus' book. I'm going to put down the fro yo and pick up some knowledge instead. 🤓

And I invite you to do the same with three insightful articles that will teach you something new and help you make smarter decisions.

Here's The Latest ...

Do You Know What Mistakes You're Making with Google Analytics?

Google Analytics seems pretty straight-forward, right? If numbers like page views go up, that's a good thing. If they go down, that's a bad thing. While that's mostly true, Kevin Kononenko of Databox has seen first-hand how marketers and business leaders get Google Analytics reporting wrong. In this article, Kevin goes deep with Google Analytics to teach you how to set the best goals possible, track the right metrics, and avoid the mistakes others have made. "I want to learn how to be a Google Analytics rockstar right now."

You Need a Company Mission, But How Do You Write One?

Jen Barrell, our Director of Event Marketing, says it best: "There's certainly an art to writing a mission statement that resonates with your audience and adheres to your values." But what's the difference between a mission statement that dies a sad, lonely death on your website's about page and one that will propel your business forward? (And how do you make sure yours falls into the latter category?) Here's the four-step process you need to follow to craft a mission that works.

Facebook Sued for Fraud Around Inflated Video Advertising Metrics

At a very young age, my dad taught me that even a lie of omission is still a lie. However, according to IMPACT Client Success Manager Genna Lepore, it would seem that Facebook missed that memo -- a lawsuit filed against the social media giant in 2016 was amended this week to include a fraud claim regarding over-inflated reporting data supplied by Facebook to its advertisers. Learn what you need to know about this latest Facebook scandal and what it means for your business.

Weekly Number Crunching 💯

B2B marketers reported changes in SEO/search algorithms is the #1 most important content marketing issue in 2018, according to the 2019 B2B Content Marketing Benchmarks Budges & Trends report from MarketingProfs and Content Marketing Institute.

Weekend Nonsense

A reminder from Nathan W. Pyle that Facebook means well...

Now, in your words, here are your biggest email marketing pet peeves:

"Mass emails that don't have an unsubscribe link are literally. THE. WORST."

"Emails that are trying too hard. I get conversational is in, but when there's too many winking emojis and forced 'ums' and 'ahs' they're not fooling anyone."

"subject lines that try to trick me into opening them (like: 'here's your reservation' or 'the dates you selected…' I think it's personal and then I open it to find it's just another marketing ploy)."

"Emails that are too long. If there are several paragraphs, I just assume it's a news article and I skip it."

"I really can't stand when I'm enrolled in a salesperson's sequence or email workflow and I get multiple emails in a row with 'you never responded to my last email.'"

"Overly designed newsletters. Please, get to the point. Please, make it easy to skim and find what I'm looking for."

Speaking of which, do you have an idea on how to make The Latest more valuable? Tell me by replying to this email. (I love getting email that isn't trying to sell me something.)

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Until next week!