To keep ahead of industry standards, Starts at 60 is now offering clients a more sophisticated breakdown of campaign activity and user behaviour.
This means a range of improvements in the way we digest data and analyse user behaviour, which we’re excited to bring to the forefront of our campaigns moving forward.
In mid 2023, many industries were rocked by the shift from Google Universal Analytics (GUA) to Google Analytics 4 (GA4). This change allowed us to approach the way we recorded our data with a fresh perspective and reconsider how we can provide brands with the right results in the right format.
As of September 2024, we’ve expanded our reporting capabilities to track the scroll length of each user on a given page. Through GA4, our site is now able to recognise when users hit the following thresholds:
We’re delighted to report that for the overwhelming majority of sponsored posts on Starts at 60, more than 90% of our readers will scroll past the 90% mark. Contact sales@startsat60.com today if you would like to get your message in front of our highly engaged baby boomer audience.
Our reporting now includes a custom, in-depth tool that allows us to accurately determine outbound clicks from our site to yours. This provides the vital foundation for us to begin tracking exit paths and examining where users are going to as they leave our site.
While UTM-tagged links are by no means new to us, we’ve determined that if brands uniquely tag links in our partnered content, we can examine the exit paths of our users on a link-by-link basis.
This data will allow brands to determine how the over-60 audience of Australia is engaging with their key messaging. Learn more about how you can utilise this strategy to optimise your content and retarget users by contacting sales@startsat60.com.
Our email marketing systems have also received a touch up. A new key feature that we’re excited about is variable content, which allows us to create multiple variants of a given piece of content and customise how our audience interacts with each variant.
With variable content, it is now possible to house multiple key messages in a single email. Each message can align with the unique interests and behaviours of different segments of your audience. This helps with enhancing the relevance of your message and personalisation at every touchpoint.
To align it with specific interest groups and behaviours, we’ve begun generating segments of our audience based on demographic and psychographic dimensions. Through this, we can deliver content that appeals directly to the interests of each recipient.
These tools help empower our campaigns by driving higher engagement, improved clickthrough rates and a significantly better return on investment.
Does your content fall within an interest group? Contact sales@startsat60.com to discuss how we can leverage this opportunity!
This is on top of the hyper-specific targeting already offered by social media platforms such as Facebook, which we’re always looking to use to its full advantage. This means:
If you’d like to stay up to date with how our systems evolve to meet your advertising needs, subscribe here to stay in the loop!