INBOX INSIGHTS, February 14, 2024: The Problem with Jargon, GA4 Diagnostics

INBOX INSIGHTS: The Problem with Jargon, GA4 Diagnostics (2/14) :: View in browser

Inbox Insights from Trust Insights

👉 Take our new Generative AI for Marketers course!

The Problem with Using Jargon – Part 1

Jargon can make people feel less intelligent. Sometimes it’s weaponized to keep people down. Many who use it struggle to communicate without it.

Being in business and tech, I run into this all the time, both on the giving and receiving end. This morning, I had an experience where someone from the financial industry mentioned a concept with which I wasn’t too familiar. When I asked him to explain in more detail he immediately turned condescending and made me regret asking.

Jargon is occupation-specific shorthand language that can be hard for someone not on the inside to understand.

Some common examples:

  • Circle-back – let’s come back to this topic
  • Level set – let’s all get on the same page with the information
  • Put a pin in it – now isn’t the time to discuss but it’s important to follow up on

When you get into different disciplines, the jargon becomes even more complex.

In software development, we’d use phrases like:

  • Swim lanes – different stages of work efforts
  • Scrum – a planning meeting
  • Sprint – a two-week development effort

In project management, the jargon includes:

  • Bottlenecks – people or dependencies preventing tasks from moving forward
  • Waterfall – a type of task completion where one task is reliant on the previous
  • WBP – a work back plan where you create your timeline in reverse order from the end date

The point is that we all have our versions of short-hand language. It might save you some time but it could do big damage. What happens when we’re over-reliant on jargon to communicate?

Creating Barriers to Understanding

Using jargon can create a culture and set a tone where users feel alienated. It’s hard to feel confident participating when you’re not sure what’s going on. It can start to feel like a members-only club and outsiders aren’t sure how to get invited in.

Signals Exclusion or Elitism

Jargon can unintentionally make someone seem superior. When we feel like we aren’t smart enough to hold a conversation with someone, there are lots of missed opportunities. Conversely, if we’re using jargon that only a few people understand, we’re excluding the majority of our audience.

Reducing Engagement

Are you using jargon in your content marketing? Short-hand and specialized language limit the audience’s willingness to engage. If they don’t understand what you’re talking about, they’ll skip over your content. Your competitors are happy to create content for your audience that isn’t confusing. Don’t let them steal away your people!

Negatively Affects Brand Trust

Overuse of jargon in your marketing can appear empty and soulless. There is no authority, no value provided. It’s just a bunch of meaningless words. Your audience will lose confidence in your voice and may begin to distrust your opinions.

There are a lot of ways that we can make our audience feel “less than”, even when we don’t mean to. The overuse of jargon is one of those ways and is preventable. In Part 2 I’ll give some tips if you’re the one talking in jargon and how to get out of your own way.

Are you over-reliant on jargon? Reply to this email to tell me or come join the conversation in our Free Slack Group, Analytics for Marketers.

– Katie Robbert, CEO

Share With A Colleague

Do you have a colleague or friend who needs this newsletter? Send them this link to help them get their own copy:

Binge Watch and Listen

In this week’s In-Ear Insights, Katie and Chris discuss the impact of services like ChatGPT, Google Gemini, Perplexity, and Microsoft Copilot on traditional SEO and search. How will generative AI impact search engine optimization? Tune in to find out, and what steps you should take to prepare for the future.

Watch/listen to this episode of In-Ear Insights here »

Last time on So What? The Marketing Analytics and Insights Livestream, we dug into generative AI in Adobe Photoshop. Catch the episode replay here!

On this week’s So What? The Marketing Analytics and Insights Live show, we’ll be looking at using generative AI to make use of the data-driven customer journey. Tune in this Thursday at 1 PM Eastern Time and bring your questions! Are you following our YouTube channel? If not, click/tap here to follow us!

In Case You Missed It

Here’s some of our content from recent days that you might have missed. If you read something and enjoy it, please share it with a friend or colleague!

Paid Training Classes

Take your skills to the next level with our premium courses.

Free Training Classes

Get skilled up with an assortment of our free, on-demand classes.

Data Diaries: Interesting Data We Found

Diagnostic Reports of GA4 Health, Part 2 of 4

As we covered recently on the Trust Insights livestream, Google Analytics 4 can be a bit cumbersome to use. So starting this week, I’ll be sharing a four part series on diagnostic analytics for GA4, to understand whether or not your GA4 is working correctly. It’s important to note that we won’t be examining GA4 for marketing purposes – this is bare bones, bare metal “is it working?” Stuff.

This week, let’s dig into events and conversions. I personally extract the data from GA4 via the API but you can easily build this chart in seconds in the Explorations menu. Choose event name and is conversion event from the dimensions, and event count from the metrics:

GA4 events

What we’re looking for here is the state of events and conversions in GA4. Recall that unlike the previous version of Google Analytics, in GA4, EVERYTHING is an event. Whether it’s a shopping cart purchase, a B2B sales demo request, or a swipe in a mobile app video game, anything and everything that a user does is an event. Some events are more valuable than others, and those are events we specify in GA4 as conversions.

What we’re looking for in this chart is very straightforward: what events and conversions are set, and how much data are we collecting for each of them?

One of the most important best practices here when setting up GA4 is a consistent naming schema for events and conversions. An awful lot of people just set up non-obvious names that then makes governance challenging later. As an example of a best practice, when I set up events that I know will be conversions, I’ll prefix them with conv_, like conv_email_subscribe. There’s no ambiguity there, so if/when the account changes hands and personnel change, it’s fast and easy for new people to get up to speed. Equally important, from a diagnostic perspective, if we’ve named an event conv_something and it’s NOT showing up as a conversion, we know something’s gone wrong.

GA4 comes with a number of events that are built in, like session_start and form_submit. Depending on your situation, you may or may not want these as conversions.

Remember that ONLY conversions show up in the attribution reporting, so if there’s an event you’d like to do attribution on, mark it as a conversion. Typically when I set up a GA4 account, I’ll create three classes of conversions: awareness, behavior, and conversion.

Awareness conversions are things like new users, where you’re attracting net new people to your property – and you might want to know what channels are doing best with that.

Behavior conversions are engagements that lead to retention of an audience and potentially buyer intent. These are conversions like newsletter subscribes, where someone is giving you an alternate sale. They’re not ready to buy yet, they’re not a marketing qualified lead yet, but they’re more interested than the casual passerby.

Conversion conversions are, of course, valuable actual conversions like shopping cart checkouts, demo requests – anything that has a clear line of site to an important business objective.

Equally important when looking at this diagnostic report is to see what’s not there. Is there an event set up, perhaps in Google Tag Manager, that isn’t showing up? If so, either something has gone wrong in configuration, or that event has no traffic to it. Neither case is optimal, and that’s an important thing to troubleshoot.

In the next piece in this series, we’ll look at pages receiving direct traffic.

Shameless plug: if you want these analyses done for you, rather than you doing them yourself, contact us.

Trust Insights In Action

Job Openings

Here’s a roundup of who’s hiring, based on positions shared in the Analytics for Marketers Slack group and other communities.

Join the Slack Group

Are you a member of our free Slack group, Analytics for Marketers? Join 3000+ like-minded marketers who care about data and measuring their success. Membership is free – join today. Members also receive sneak peeks of upcoming data, credible third-party studies we find and like, and much more. Join today!

Blatant Advertisement

Imagine a world where your marketing strategies are supercharged by the most cutting-edge technology available – Generative AI. Generative AI has the potential to save you incredible amounts of time and money, and you have the opportunity to be at the forefront. Get up to speed on using generative AI in your business in a thoughtful way with our new offering, Generative AI for Marketers, which comes in two flavors, workshops and a course.

Workshops: Offer the Generative AI for Marketers half and full day workshops at your company. These hands-on sessions are packed with exercises, resources and practical tips that you can implement immediately.

👉 Click/tap here to book a workshop

Course: We’ve turned our most popular full-day workshop into a self-paced course, available now!

👉 Click/tap here to register for the course

Interested in sponsoring INBOX INSIGHTS? Contact us for sponsorship options to reach over 26,000 analytically-minded marketers and business professionals every week.

Upcoming Events

Where can you find Trust Insights face-to-face?

  • Social Media Marketing World, San Diego, February 2024
  • MarketingProfs AI Series, Virtual, March 2024
  • Society for Marketing Professional Services, Boston, April 2024
  • Society for Marketing Professional Services, Los Angeles, May 2024
  • Australian Food and Grocery Council, Melbourne, May 2024
  • MAICON, Cleveland, September 2024

Going to a conference we should know about? Reach out!

Want some private training at your company? Ask us!

Stay In Touch, Okay?

First and most obvious – if you want to talk to us about something specific, especially something we can help with, hit up our contact form.

Where do you spend your time online? Chances are, we’re there too, and would enjoy sharing with you. Here’s where we are – see you there?

Featured Partners and Affiliates

Our Featured Partners are companies we work with and promote because we love their stuff. If you’ve ever wondered how we do what we do behind the scenes, chances are we use the tools and skills of one of our partners to do it.

Read our disclosures statement for more details, but we’re also compensated by our partners if you buy something through us.

Legal Disclosures And Such

Some events and partners have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them. Read our full disclosures statement on our website.

Conclusion: Thanks for Reading

Thanks for subscribing and supporting us. Let us know if you want to see something different or have any feedback for us!

Need help with your marketing AI and analytics?

You might also enjoy:

Get unique data, analysis, and perspectives on analytics, insights, machine learning, marketing, and AI in the weekly Trust Insights newsletter, INBOX INSIGHTS. Subscribe now for free; new issues every Wednesday!

Click here to subscribe now »

Want to learn more about data, analytics, and insights? Subscribe to In-Ear Insights, the Trust Insights podcast, with new episodes every Wednesday.

Leave a Reply

Your email address will not be published. Required fields are marked *

Pin It on Pinterest

Share This