📦 UTM: Unlock The Moolah
May 21, 2023
Content Tag


Monday, June 6, 2022

Sorry Zucky it’s not you… Well, it kinda is…

In this newsletter, you’ll find: 👇

📦 Using Google Analytics to track your Facebook attribution

📦 What drives consumers to subscribe with Ordergroove

📦 Harvesting customer feedback to fuel your creatives

📦 Knowing your customers more than they know themselves with Lexer

Read till the end to access exclusive DTC swag. 😎

👉 If a pal forwarded this to you, subscribe so you never miss out.


How to Properly Track Facebook Attribution… For Free…

When it comes to analytics, Facebook Ads Manager is as reliable as a McDonald's ice cream machine. 🤦

Finding data that you can confidently put ad spend towards can be hard to come by… And in some cases, it may seem like the only option is to reach out to third party data solutions, which can be costly.

Before you go throwing your wallet at data tracking companies, check out what our friend Ryan Mackenzie shared in this video. It’ll change the way you look at your Facebook Ads analytics.  

All you need is little ol' Google Analytics and a single line of UTM content that you paste into your ads… As simple as that!

☝️ Step 1: Setting Up Dynamic UTM Tracking on Facebook

Ah yes, the sweet sweet UTM link that will solve all of your FB analytic problems:


This UTM link will ensure that every ad you're putting out is properly tracked in Google Analytics.

⚙️ How to set this up:

  • Pull up all your ads on your ad account and select all
  • Click edit and drop that UTM code into the URL perimeter text input  

This will inject the Campaign ID and Particular Ad ID into your Google Analytics, ensuring that all your ads are being properly tracked from now on.

✌️ Step 2: Start Collecting Your Data

If you’re adding this to your Google Analytics for the first time, you won’t be able to see your data from previous campaigns. But once you do add it, you’ll get your data moving forward!

As of today, you need to be sure that you are implementing that URL perimeter on Facebook so you can see the behavior of your ad.

Once you've implemented the URL, let the waiting game begin… Keep your eyes peeled for your ad interactions rolling in.

🧐 Step 3: Analyzing Your Data  

Once all of your data has been collected, you analyze it using your last-click results.

To access your last-click results, first, enter Google Analytics. And then:

  • Head to acquisition
  • Click "all campaigns"
  • Grab the campaign ID from Facebook Manager
  • Filter based on campaigns that you want to dive deeper into
  • After filtering, click on a campaign, then choose "Ad Content" as the secondary dimension.

Be sure to have the eCommerce view selected. This enables you to see last-click conversions, revenue per session, and the eCommerce conversion rate. Or in simpler words, how each of your ads are doing.

Then compare your Google Analytics and Facebook data to see what ol' Zucky is getting right and what he's getting wrong.

🤷♂️ How do you collect more data?

Many customers may enter your web page through an ad, but if they’re not ready to buy, they won’t convert right then and there. They'll either bookmark the website or copy down your website URL.

With this strategy, you won't be able to collect data on these people as they are lost in the ether – the dark hole of the internet.

Luckily, with Google Analytics, everything that hits your website is tracked… All of it.

You have to use Google Analytics' "Multi-Channel Funnels" to access this data.

Using this feature allows you to see the cluster of people who enter your website and return later to make a purchase. Google can tell you the visitor's last interaction with your site and what specific ad brought them to your site!

⚙️ How to set up Multi-Channel Funnels

  • Enter Google Analytics
  • Click on Multi Channels
  • Select channel funnels and assisted conversions
  • Then click campaign as the primary dimension
  • Filter based on a particular campaign ID.
  • Then you'll be given the campaign ID and make it the secondary dimension and click ad content.

Under the "last click" or "direct conversions", you will be provided with your last click transactions that will reflect the true number of ad interactions that resulted conversions.

Setting it up will help you and your brand pinpoint ads that are driving traffic that Facebook Manager might be missing.

🔝 The metric your top-of-funnel is missing

Assisted conversions logs the ads that an individual previously interacted with while tracking future interactions or searches of your product or website.

This data is collected when a customer comes through another marketing channel to purchase a product. These metrics are very important for TOF ad placement.

This data will let you know if a campaign/TOF creative generates a high volume of assists, all while finding what ads work well in tandem.

So... If your numbers are healthy in your last click or direct conversions and your ads have a high assist count, your campaign is highly effective and productive.  

Do you have any cheeky ways to accurately track Facebook Attribution? Reply and let us know, ‘cause we’re all eyes and ears.


[REPORT] What drives consumers to subscribe?

If knowing your customer is worth a million bucks, then knowing your subscriber is worth even more.

To help, Ordergroove conducted a massive study on consumer attitudes towards subscription, answering the questions:

  • 🤷 Who’s subscribing?
  • ❓ Why do customers say yes to subscription?
  • ⏱ When and how often do they subscribe?
  • 🛍 What types of products are they receiving?
  • 💲 What steps can you take to acquire and retain subscribers?

So go ahead, toss on those reading glasses and click here so you can become the next subscription success story. 🤓


How Can You Resonate With Your Customers?

Everyone wants a winning piece of content – something that represents the brand and how your product can help customers.

Ask yourself: 👇

  • Do you know why people are buying your product?
  • Have I ever asked the customer without a bias or without intention?
  • How do you know they are telling the truth?

It’s no secret that popular products can be polarizing online. It’s a constant battle between product supporters and haters. Billie hates you for catching success and “selling out”, but Cindy thinks there’s no other beverage in the world like yours, served by people like yours. 🤯

Here’s how the Pilothouse Team gets the real honest responses from customers:

💬 Ask purchasers to share their thoughts in a feedback survey!

People who have purchased your product are a perfect case study to find out why they bought it. If they buy it twice, then those are the ones who might have some answers you never thought about.

🎨 Get creative with your angles and messaging!

Consider the angle you want to test and launch multiple creatives that are similar in design (design being your control metric). Have different messaging and imagery that are aligned with the angle you want to test.

Measure the success of your angle testing with conversions, not CTR. This is your time to think outside of the box – try different genders, perspectives, text, features, benefits, etc.

🧐 Start scrolling through your ad comments!

The thing about the so-called ‘keyboard-warriors’ is that they’re brutally honest behind their screens (sometimes too honest 😂).

Read through your FB/IG ad comments and see what people are saying in both the hate and love comments. You never know the gold available for taking.

🌟 Don’t forget about your product reviews!

Read your product reviews through the lens of an advertiser. Scan for keywords people mention, stories about consumers using your product, or reasons why they chose you over your competitor!

Use these tips to get yourself out of a creative dry spell. But if you find yourself still stuck in the rut, reach out to the Pilothouse Creative team!


Customer Data + Personalization = Very Happy Customers

In for a quick game of marketing would you rather?

Would you rather – a one-time buyer or a returning customer committed to your brand for two or three purchases? 🤔

With 71% of your customers expecting personalized experiences, custom profiles will help you create an unexpected personalized experience that will keep your buyers coming back for more.

Lexer has released a playbook that will provide you with actionable advice for creating highly detailed customer profiles and how you can use them to find the unique nuances of your customer's behaviors and needs.

🧠 "I want to know my customer more than they know themselves".


💰 Sanlo, a startup that offers developers financial tools and capital, raises $10M.

🐭 Ex-Disney CEO Bob Iger takes stake in Canva which is valued at $40B.

📺 Rogers and Shaw agree not to close $26B merger until deal is reached with Watchdog.

👎 Forbes and SeatGeek scrap SPAC plans as investors simmer down on blank-check mergers.

🐦 Twitter fined $150M due to privacy settlement, and Musk commits more $ to fund deal.


🤖 Put Machine Learning and AI to work for your brand with Black Crow AI.

🛋 $50K to $21 Million: How Noa Home Scales Furniture Globally (and 4x ROAS Profitably).

🌎 $100 Million+ in Vancouver-based DTC Sales: Duer, Tru Earth, Blume, Monos, and Black Crow AI [Live Panel].

🤑 Growing Your Shopify Store From $5 to $30M with Richpanel.

📈 5x Your Revenue with a Facebook Group, 40 New Creatives a Week, and an App with Ash Melwani from Obvi Collagen.

Don’t forget to rate the DTC Podcast  on Apple (⭐️⭐️⭐️⭐️⭐️)

DTC Newsletter is written by Rebecca Knight, and Jordan Gillis. Edited by Eric Dyck.

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