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Good morning, ready for some martech integration news?

Analytics platform Retina has launched an integration with Shopify that gives merchants access to predictive analytics for customer lifetime value (CLV). The “Retina Go” tool is a free version of the company’s AI-powered platform and is designed to help smaller merchants compete with larger retail brands and platforms like Amazon. Having the ability to predict CLV trends, based on internal data and ad campaigns targeting look-alike audiences, gives SMBs insights usually reserved for companies with data science resources. The tool can be downloaded via Shopify’s app store.

Speaking of e-commerce integrations, Rakuten and Verizon Media are partnering up to deliver commerce experiences for Rakuten merchants and Yahoo users this holiday season. The offering is a differentiator for Yahoo Shopping, which aims to stand out in commerce discovery with Rakuten’s famed cashback incentive.

With the new partnership, Verizon Media is offering Yahoo Shopping and Yahoo Mail users access to exclusive cashback rewards from more than 50 online retailers through Rakuten, including Nordstrom Rack, Nike, Disney and Bed Bath & Beyond. Yahoo Shopping will be the hub powering commerce-related experiences across Verizon Media brands, including curated and branded content on its publications.

Keep scrolling for more news, including a Pro Tip on why marketers should move away from using last-click attribution models to measure conversions in Google Ads. 

Taylor Peterson,
Deputy Editor

 
 
 
Pro Tip
 

Compare non-last click models in Google Ads for better conversions

“As Google continues to push automated bidding strategies like maximize conversions, maximize conversion value and target ROAS (just to name a few), using non-last click attribution becomes even more important,” explains Justine Rabideau of HawkSEM. “The Model Comparison Tool report in Google Analytics looks at historical data and gives estimates for how many conversions you would have had if you leveraged a different model. This tool can help you decide which model (Position-Based, Linear or Time Decay) aligns best with your user flow.”

“Making the change to a non-last click model is simple: 1) Log into Google Ads; 2) Navigate to the conversions tab, then click on the conversion action you want to change; 3) Click “edit settings” and then choose whichever attribution model is right for you. If you have multiple conversions being counted, make sure to change all conversions you’re tracking in the account.”

Learn More »

 

Making a list of your 2020 marketing resolutions?

If so, you should add creating PPC reports that people will actually read to your list. Adzooma publishes a sponsored article this morning that explains how to save on time and gain on interest. Or you can vow in 2020 to roll up your sleeves and start fighting invalid traffic (IVT). Stop serving ads to bots and learn how to protect your online advertising campaigns by downloading The Essential Guide to Protecting Your Ad Spend from Invalid Traffic, a whitepaper from Moat by Oracle Data Cloud.

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Social Shorts
 

Snapchat tests new mode, Instagram to verify ages of new users

Snapchat tests ‘Cameo’ mode. The image and video sharing app has started testing ‘Cameo’ – a new mode that lets users insert their faces into GIFs to add their own spin to a range of short clips. With the new mode, users can take a selfie and choose a body type to help Snapchat identify how a user looks. From there, users can use the Bitmoji button in the Snapchat messaging keyboard to access Cameo GIFs that include the user’s face. According to TechCrunch, which first announced the news this week, Snap said it plans to launch the new feature on December 18th with a global rollout on iOS and Android.

Instagram begins verifying age for new users. Almost a decade after its launch, Instagram will finally start asking new users to provide their age in an attempt to better protect younger users. The new requirement started earlier this week, with the photo-sharing app prompting new users for their date of birth when an account is created. Up until now, Instagram users simply had to confirm that they were older than 13 when signing up, but weren’t required to provide a birthday. Instagram said it would use age information to recommend younger people opt for more privacy settings, such as allowing new message requests only from people they follow.

 

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What We're Reading
 

We've curated our picks from across the web so you can retire your feed reader

Mobile accounts for 67% of traffic to fashion sites this holiday  – Retail Dive

Proving The Financial Contribution Of Account-Based Marketing To The Business – Forbes

How a Top-Down Approach Accelerates CCPA Compliance – Multichannel Merchant

For Luxury Brands, The Possibilities of Programmatic Cannot Be Ignored – Street Fight

U.S. senators threaten Facebook, Apple with encryption regulation – Reuters

In TikTok-crazy India, an American app wants to go beyond “general tomfoolery” – Quartz

Portal from Facebook Adds New Content and Features – Facebook