5 articles for the price of one…

Data Discrepancies in Google Analytics: What Can Go Wrong, Why, & How to Fix It (CXL)

Google Analytics shows 104 conversions. Your CRM shows 123 new leads. Your A/B testing tool shows 111. Heap reports 97. And so on. What’s happening here? You want to trust the data but then which one you should trust? And is it a problem?

Minor data discrepancies are a reality—even a “perfect” setup won’t avoid some variance among reporting tools. The consensus is that up to 5% discrepancies are fine. But, in almost every case, there’s plenty of discrepancies that can—and should—be corrected.

Make sure you have a clear understanding of how each tool processes data.

The article identifies different potential issues and provides a detailed fix for each one, with step-by-step instructions and screenshots, for example why Google Analytics isn’t tracking some payment gateways and how to fix it.

We Analyzed Facebook Video Ads That Generated $10M+. Here’s What We Learned (Sugatan)

When running Facebook ads, your video creatives will make or break your ads, even if you nailed your targeting.

So if you’re wondering… How to level up your Facebook video ads game? What type of creative angle works best and when? How to make sure you’re targeting the right people and you’re hitting the right pain points, every time?

Then you should already be reading this article.

It’s a long, detailed deep-dive. You’re sure to learn a lot from it.

You’ll also find some of their best Facebook video ads for eCommerce that generated $10M+ in salescampaign structure and setup, lessons learnedbest practices, our ad checklist, and more.

For example, as a small section of the article, you’ll find creative angles to dominate the video format based on proven results (with ad examples):

  • Testimonials
  • Story video ads
  • Advertorials and video demonstrations
  • Competitor comparison video ads

Written from first-hand perspective. Lessons learned from spending millions on the campaigns for their clients.

eCommerce Emails Domination – The TLC Framework (KlientBoost)

TLC? The 3 pillars or types of eCommerce emails:

  • Transactional Emails
  • Lifecycle Emails
  • Content & Promotion Emails

For each category, you’ll find a detailed breakdown of sequences, with examples, what should go into each one, and how you should structure them.

Take this structure, add content relevant to your product and you’ll already be ahead of 98% (if not more) of all ecommerce businesses in terms of email mastery and profitability.

The Current State of Checkout UX (18 Common Pitfalls) (Baymard)

Based on Baymard’s checkout benchmark database containing 15,900+ checkout site elements, this article will provide you with the current state of e-commerce Checkout UX, and outline 18 common design pitfalls and strategic oversights applicable to most e-commerce sites.

The findings (and pitfalls) fall into a few categories:

  • Account Selection & Creation
  • Shipping & Store Pickup
  • Credit Card Form
  • Order Review
  • Field Labels & Microcopy
  • Field Design & Features
[Example] Match the credit card field sequence to the physical card sequence (36% of analyzed sites don’t). Users are likely to enter information in fields in the same order in which they appear printed on the physical card.


In fact, on the sites where “Cardholder Name” was the first field, as many as 33% of users typed their full credit card number in the cardholder field.

11 Scrappy Content Tactics That *Work* (…For Now) (Alex Birkett)

Alex Birkett is a Senior Growth Marketing Manager at HubSpot and a co-founder at Omniscient Digital (content marketing agency for B2B).

He put together a PDF ebook that will walk through some of the most effective techniques he’s used the last year or so that are working extremely well. They won’t always work well, so try them out quickly.

To whet your appetite:

  1. Surround Sound” marketing
  2. Behaviorally triggered lead capture forms
  3. Expert contributors database
  4. Roundup Real Estate link building
  5. Ghost posting
  6. Finding high intent keywords
  7. Original research
  8. Create a framework
  9. Fuel your remarketing
  10. Prevent content decay
  11. Reverse engineer on-page SEO

Till next Thursday!

That’s it for this week. See you here next Thursday. I’ll have more good stuff for you.

Radek Sienkiewicz

PS. Btw, I don’t tell you this often, but I really appreciate that you’re reading this. I hope you find this helpful.