Morphio Webinar & Transcription

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[00:00:31.210]
The first is that if you have any questions about the tool, the deal, how to get set up, leave your questions in the Q&A box down below this video. We’re going to circle back to them at the end of the walk through. The second thing, if you want to tell us a little bit about your use case, why you’re interested in morphia, if you just want to say hi to me. Hello. I love to see that over in the chat room.

[00:00:51.520]
And then if you need to step out or if you just want to watch this as you’re falling asleep at night, there will be a replay of this available shortly after we are done recording. All right. That’s enough with me. Hey, Carl, how are you doing? Great, thanks.

[00:01:05.500] – Carl(Morphio)
Thanks for the introduction, Linda. And in boosting the the Moorfield abysmal lunch for superexcited, it’s awesome to see such a passionate group of people. We’ve gotten a lot of great feedback so far and I’m looking forward to sharing my screen and showing a little bit of the platform and won’t necessarily be going through every single element of the platform by any means. But give everybody a tour, general overview and then to hopefully get everybody pumped up. So I will start my screen share and hope everybody can see my screen, can you see it?

[00:01:35.750]
Lindsey ?

[00:01:36.650] – Lindsay( AppSumo)
Looks good!

[00:01:37.340] – Carl(Morphio)
Awesome. OK, so I will start here and you might be thinking, well, this is in the platform and I haven’t yet either bought or got everything set up and that’s OK. What I’m going to show you is I’m going to go through kind of the initial layout of the platform itself and then also jump into some of the settings, some of the features and a few of the things that that we’ve been asked over the last couple of days.

[00:01:58.340]
And again, keep your questions coming to Lindsey. I’m more than happy to answer a number of them at the end. And we’ve also been very hopefully very responsive team for the community and love hearing from everybody and all the support and all the purchases. So without further ado, I’m going to continue into the platform. So here we have what we call our dashboard page. And when you first set up your account and depending on the number of integrations that you’ve populated during the initial setup, yours will likely look a little different from this one right here.

[00:02:25.850]
But I’ll be going through that initial account set up as well. So here we have three core elements. First one is landing page health. And this is really us making sure that your organic pages are accessible to users. Not generating 404 SSL is properly installed. So organic is great to know that. But even more important is on the page side. So if you’re sending traffic to a landing page from a paid tactic and that page is not active, sometimes it’s Google, Facebook, LinkedIn, Microsoft, advertising, they can be a little delayed in telling you that we want to make sure that we flag that right away.

[00:02:58.160]
So landing page health, while it’s not necessarily a huge part of the platform, we do find that it is probably the most important when it does come to that, that quick information at a glance. Then we’ll see here some featured goals. And this is stemming from our goal setting process and are also expanding our reporting summary. But featured goals are really meant to bring in some high level information regarding some key goals that we’ve identified from a statistical relevant standpoint.

[00:03:24.980]
So you can get a snapshot of how you’re performing. We also then bring in our media budget tracking and we only have two platforms set up here. But this allows you to monitor your current spend to date knowing that Google, Facebook and other platforms are essentially able to spend up to double your daily media allotment. But then over the course of thirty point four days, they’ll average it out over that period of time. So we want to make sure that you’re pacing well and that your budgets are healthy.

[00:03:50.520]
So I’ll be going through these in a little more detail.

[00:03:53.240]
This is just meant to be a snapshot on the dashboard side and for simoleons as well.

[00:03:58.580]
I think that the bundle that you purchase, I didn’t get to access to 10 client accounts. And I’ll show you here if we click on the logo at the top left Moorfield logo, this takes us to what we call the more feel control panel. And this is where you can get a snapshot view of all of the clients and all the virtually all the client accounts that you’ve set up. In your instance of Moorfield, they can be organized in a number of ways, so you can add a new folder.

[00:04:22.910]
So we’ve got a couple of folders here. You can favorite them so that their bubble towards the top. We’re bringing some high level notes regarding potential issues regarding landing pages, budget or your goals. We have introduced video tutorials throughout the entire platform, which hopefully answer the majority of the questions that you may have with these individual spots. And this is also we can go in and you can add a new client account, which I will show in a moment.

[00:04:47.690]
Jumping back to the dashboard, though, and I’m going to select we do automatically have a sample client in every account so you can look at an account with a lot of data set up. If I’m going to jump into our Moorfield demo account here and show you just a few other elements of the platform before getting to the initial setup. So in the top rate under your name, we have settings that are essentially universal across the platform. So if you have ten client accounts set up in ten brands you’re working with, these settings are relevant to every single one.

[00:05:17.300]
So we then my settings, we have a few we have under profile, just being able to upload your photos, change your name, change your password, but then more importantly, your notifications. So these are your individual email notifications that we have here, your daily anomaly emails, your daily suggestion emails. You can select the accounts at which you want to receive these anomalous emails. So you may want all of them. You may just want some.

[00:05:41.840]
And we also give control. And I’ll show this a little bit time permitting. But you can also have complete control over the types of anomalies that you get, email notifications about the metrics associated with those anomalies, the statistical significance of those anomalies. So you don’t necessarily want to know everything, just running fine. Some people do, and that’s great. You may just want to be notified of moderate and severe changes and then you can also select the trends.

[00:06:06.590]
If you only want to get those emails that give you a pat on the back, you can only you can select just positive if you want. I generally recommend selecting positive and negative anomalies. So you’re getting everything. And then similarly, on the suggestion side, you can obviously select the accounts that you would like to receive these daily suggestion emails and then the relative score level associate with these suggestions. So what kind of impact? They had to your business is jumping back into our little talk at the top again, these are universal settings.

[00:06:36.480]
Let’s go to platform and this is where we offer some some way label ability. And we know that the optimal community has asked for us to extend that. And that’s something that we’ll be discussing internally. But you can change your company name here. You can update your your brand logo. You can update your Hecks logo. And this has a trickle effect on shareable reports. So reports that can be sent to your clients or other team members using shareable links where they don’t have to log into more for you to access them here.

[00:07:05.400]
You can also add new team members.

[00:07:07.230]
We don’t limit the number of team members you can invite. You can add admins that have access to everything. You can add users to have access to a lot of things, but can’t necessarily edit the settings. And then we have reporting only users that have access to the dashboard and reporting features only. And you can select the accounts that you want them to have access to so you could select a user or reporting only user and give them access to a single account of their client.

[00:07:35.010]
We also have the ability to monitor all of your integrations and make sure that they’re connected. We will flag at the top of the interface if they are not connected. You can look at plans and billing invoices, all that stuff. But we know with the FEMA purchase, it’s a lifetime deal, which is a pretty killer deal. So I’m going to jump back to the dashboard. And before we get into the individual client settings, I’m just going to show you quickly the initial account set up.

[00:07:58.650]
And this is the way that you would add any your first client account or any subsequent kind of client accounts either or as well. So let’s jump into this.

[00:08:08.370]
So I’m going to add a I’m just going to cause absolute demo account and we could add it to a folder that’s already created if we wanted to choose to not do that.

[00:08:20.940]
And we only have one team member and a team of one in this account. So I’m going to continue with this. We can then select our Google Analytics account. And because I’ve already created a demo account within this General Moorfield instance, it remembers that I already have a couple of users connected to Google Analytics, which can help streamline the approach. Otherwise, you can click on Connect new account, use your Google login and should be a pretty seamless process.

[00:08:48.990]
But for this case, I can select my see Mason MorphoSys, I can select the Google Analytics account, then the property and then the view.

[00:08:58.140]
And this is something that’s come up with a few Sumell users where we want to make sure that you’re selecting the right view and that within Google Analytics you have Google search console connected and connected properly. So we want to make sure that you’re using the in Google Analytics connector for search console, make sure that those domains match. Google search console is one of the most underused platforms in digital marketing, and we want to make sure everybody’s using an optimally. So make sure those domains match, make sure they make sure if you’re using WWE or not, that it’s consistent.

[00:09:31.470]
And then also make sure that the view that you’re selecting within morphia is a view that is also active within the connector to Google search console.

[00:09:39.830]
Coming up next here, and this is where we’re prompted to select the type of business we are in, and we do know that some are a blend of these, but generally we’ve been able to segment client accounts into other leads. Which are they going to be based on Google completions from Google Analytics or into e-commerce, which are going to be based on revenue transactions using enhanced e-commerce tracking. So I’m going to choose leads here and I could scroll down like Moorfield registration.

[00:10:05.840]
So we have a number of goal completions within Google, within Google Analytics, but I’m only going to select the one that I want associated with measuring conversions and also then go in and I can select and connect any of these platforms at this time, or I could go forward and finish and connect them at a later date. I’m going to Google ads and show you how this is done. So again, my account was already connected, but I’m able to now select the Google ads account.

[00:10:33.470]
I wish to bring in. I can select the campaigns. There’s no harm in bringing in historical campaigns. I would recommend it unless you’re running into shared or campaigns within a shared account, which is not generally the best practice. I would recommend selecting all of them and future campaigns you can use regular expressions to if you want to query and select the only ones that are related to that string if you wish. I’m going to select ADD so we’re connected and Facebook ads just very similar to Google ads.

[00:11:03.230]
As far as that connector, all these platforms are very easy to connect. I can select my Facebook account and then I can select the individual ads account within this and then same I can select the current and future campaigns as well. So I’m going to add this. I can click on Finish and I could connect Microsoft advertising right now at this time, or it could connect LinkedIn. If you are a Shopify business, you can connect that here as well.

[00:11:27.350]
And we also have had a number of questions regarding wew commerce and WordPress specifically. And really what it comes down to is how you have Google Analytics set up if you are using commerce. But you also had a really good set up with Google Analytics using enhanced e commerce, tracking in the tool that allows you to connect to commerce, to Google Analytics and you’re all set. That is really what it comes down to. We don’t natively integrate with commerce the same way we do a Shopify at the moment, but we do know that the community is very passionate about commerce.

[00:11:58.100]
But if you are using Google analytics to its fullest with commerce, you’re fine and that’ll be work.

[00:12:03.200]
That’ll work right out of the box the way it is set right now. So we go through our set up and then we’re related on our dashboard page and we have started to populate some data here. So we do bring in some Google ads, landing page information. We’re not currently sending traffic to any landing pages from Facebook ads. So that’s why it would be showing a zero and organically loading in the background. So it can take a little bit of time for this to all populate.

[00:12:26.270]
We could set our budgets and really a number of things here. But to show you the most of the platform, I’m going to go back and I’m going to pop into our sample client account again. Everybody has access to this within their individual morphia instance. And it can be a great way to see that the power of Morphos and and check it out with a fully connected set of data. So we’re back to our dashboard.

[00:12:48.950]
We have a bit more information being come in or coming in here. We have some issues being flagged with Microsoft advertising and a couple with organic. We’ll take a look at those time permitting. But first, I’m going to show you a few of the client account settings. So while the menu at the top is related to all of your client accounts and really consistent across your morphia instance, down in the bottom left, we have the settings for the individual client account.

[00:13:12.080]
So this would be for sample client or if you added a brand, these settings are only for that one. So if we click on conversion settings, we can go in and we could modify our conversion settings. Again, this is a different account than the one that we just set up. But we could select here. We can say form submissions and phone number clicks we consider as leads, but newsletter form submissions. We’re not considering to be leads.

[00:13:35.030]
We also have agency markup. And for those consultants or agencies that do markup on media, you can select a platform, you can set the percentage that you would like to mark up that media so that this can have a trickle effect into the reporting summary that you can share with your client. You can select whether it’s a markup or a margin, depending on how your structured and you can add this rule to your account. We also do allow you to set up your slack alerts so we can pipe all of our anomaly and suggestion flags into a slack channel.

[00:14:08.990]
So this is limited to public select channels right now, but you can pipe all of those into there. And as I showed you in the settings at the top, you can also have those sent via email. And so that gives you the same level of control over the settings of the anomalies and suggestions that you want sent over into slack within integrations and this demo accounts that could allow us to modify them.

[00:14:32.150]
But then we also do have connectors where we do connect with Google Google Data Studio, where you can bring in suggestions anomaly’s. A number of other elements into Google data to do, if you’re using that as your reporting suite, we do flag at the top here, that the currency we do want to bring in the currency that you currently have set with Google Analytics. We have run into conversations with a few simoleons where there’s a mismatch in currency between ad platforms and analytics, which from a best practices standpoint, we want to make sure those match.

[00:15:02.300]
But we also know that platforms can limit significantly at times the number of times you can change currency. I think Facebook allows you to change currency once every 60 days and you have to completely pay off your balance for a period of twenty four hours before you’re able to change it. In Google Analytics. You can change your currency at any time, but it only works forward. It doesn’t historically go back and change your currency information. And in Google ads, you can’t change it at all.

[00:15:26.060]
So currency is one of those fickle things within the digital marketing space. So we want to make sure that we’re flagging that Google analytics data that we’re using and for this account is in US dollars. So make sure that all of your accounts are lying to US dollars. And my advice as an experienced marketer is to make sure that every single concern, every single currency that you’re using is matching. Otherwise, there’s not a not really a great way to to blend them and do calculations together.

[00:15:52.850]
So make sure that that’s consistent across all of your platforms. So we’ve gone through client account settings and I’m flying through a lot of this. I usually get pretty amped up when I go to the platform and I’m going to show you a little bit about goal setting. So if we go back to the dashboard here, you see some of these featured goals being brought in here. Well, how do we set these numbers?

[00:16:11.420]
Well, then Google settings and morphia was built from the ground up by agency people, myself being at that agency as well. And we use Moorfield to really simplify our conversations that we had with our client and make sure that we were holding our team accountable to tracking towards real business objectives. So in here and so we’ll see some goals for February twenty twenty one. We have a number of goals that can be selected. So in this case we have six selected, but we could select others, we could select average order value, bounce rate, add clicks if you wanted to track progress towards that media spend.

[00:16:45.650]
If that’s a really important factor for you. As far as tracking success, we are selecting conversion rate conversions cost per click. Again, very helpful way to measure competition within your campaigns. We’re also measuring cost per lead, our cost per lead from paid tactics if we want to isolate on that. In this case, we don’t. And we do want to look at click through rate as well. Again, there’s a number of metrics associated here. We can track sessions which we have selected.

[00:17:13.910]
We do bring in some information from Shopify using our connection to that, if you so have that.

[00:17:19.580]
Otherwise, this this really gives you control. And some users want to select all of them and want to select progress towards every single these goals. My suggestion is to try to keep it towards four to six, gives you more focus and really helps you focus on what is important to that client. If you’re tracking progress towards every single one of these, you might lose focus. And and my approach is to really just keep your eye on the prize. So we do allow users to use some of morphos machine learning to suggest I’m going to click on this.

[00:17:49.670]
So it will quickly go through and we move some of these down. We can see for cost per click. We had a dollar sixty five in January. We we have a presetting of a dollar fifty and Morpheus suggesting a monthly goal of a dollar eighty six. So Moorfield thinking that it’s going to go up, it will be looking at historical data to make this assumption and this recommendation and so we can click and we can apply that.

[00:18:15.230]
Likewise Moorfield data shows one hundred sixty eight dollars for cost per lead in January.

[00:18:19.910]
And again, it seems to be thinking that this might be the seasonality of this account where it’s looking at what happened over the last couple of years from January into February. And there might be a bit of a spike as far as cost per lead and cost of advertising is seen. So we can apply that there could cure rate. Let’s not worry too much about that one. You know what? I’m even going to target click through rate off in this case.

[00:18:41.180]
So it’s no longer showing here our conversion rate. So Moorfield suggesting two point ninety seven, a very specific number. We had three point five seven and it was three point six in January. So the suggestion is definitely a little less optimistic or optimistic than what we saw. So you know what? I’m going to put in three point seven five. I’m going to increase that. And again, morphia is based on morphemes. Machine learning algorithms are based on historical data and general trends.

[00:19:08.480]
So you don’t have to apply them. You can definitely increase it if you so wish. Our number of conversions, Morpheus likes to fifty one. Let’s take that and then our number of sessions. So we might have been overshooting at ten thousand. So let’s bring in four thousand and I can click on Save and it does also by default carry these forward for the next six months. They can always be overridden. You can go in and you can change your goals for every single month.

[00:19:34.280]
It’s not set in stone by any means, but it is a good way if you forget to go set them the next month at. It’s carried forward what you had said the previous month, and we’re in an interesting day right now, so we’re not getting populated data on these little plots because it’s the first of the month. So let’s tuggle this back to January. And this is a reporting summary page which can be accessed under reporting, then reporting summary.

[00:19:56.870]
And this is meant to be that summary of performance of those goals that we had selected. So we not only bring in the current conversion rate and the the month over month change. Again, this is for January. So this was the actual conversion rate for January. This is how it changed month over month. So we can hover over that and see that it was four point three in December. But we also have these plotlines to show you the general trends over that period of time.

[00:20:22.660]
And I think this is a very important factor because it helps us see if things are ramping up, if things are ramping down. It’s great to know your month over month change, but that’s taking an entire month and comparing it to the month prior. So it’s definitely helpful to have these plotlines. So in this case, for conversions, we can see that we were actually running pretty soft throughout most of January, but then spike towards the end of the month.

[00:20:44.440]
So that’s a really good trend for us to be aware of from a reporting standpoint. And we get a lot of great feedback about this reporting summary and our ability to also allow users to inspect this, which blows it up into this fiscal inspection drawer where you can go into more detail and you can start to investigate the individual channels. And all this data on the reporting summary is from Google Analytics. So, again, this is why we do right now require a Google Analytics connection.

[00:21:10.240]
And my recommendation to you is to optimize your Google and your Google analytics setup to be as as accurate as possible so you can review. And it also does bring in some advertising platforms to show you how cost per lead and platform conversions, which are platforms as reported by the platform. And that’s an important differentiator because in Google Analytics, it’s all about using their attribution models to find a single source of truth, whereas you’ll find Google ads and Facebook ads fighting for the same conversion within their own reporting mechanisms.

[00:21:43.870]
So this gives you a lot of power to to drill down into some of these. And one of the other cool features, we do have, again, to share video here, but we also allow you to share this in a number of ways. You can either invite a team member talked about the reporting only user you can connect to Google Data Studio, where you can send certain elements of Morphos into Google Data studio or you can get a shareable link.

[00:22:04.450]
And in this case, we have all five of all five of the goals that we have selected and we can also bring in budgets as well. So I’m going to select all these. It’s copy that shareable link to our clipboard and I’ll show you what this looks like. And this would bring in your brand colors as well as your logo. So it’s going to load this terrible report, so no login required to see this. Let’s go back to January data the user themselves again, if this is your client, they get the shareable link.

[00:22:32.990]
They can go back and look at all their historical data in this same summary. So, again, great. From a transparent transparency perspective, again, this would have been your logo if you uploaded that and this little bar at the top would be your brand colors. So it brings in a lot of really useful information without the user having to log in at all.

[00:22:51.080]
So I’m not going to jump into all the individual reports. These are meant to be relatively simple. Reports give you some high level views on how your individual ad campaigns have been functioning over the period of time. My approach, if I’m a specialist within Google ads, I’m going to go to Google ad specifically and get this information. But this can be these can be very helpful for those that may be an account manager or don’t necessarily live in the platforms natively and just want some high level information and the ability to drill down into a little bit more information.

[00:23:21.170]
Moorfield is not built to be a reporting suite by any means. We’re meant to bring together information, bring insights from those, and we just so happen to use the beautiful reporting summary page to to share that data with clients. I’m going to fly through. I think we’ve got a few more minutes here. I’m going to I’ve got my clock up. Lindsey gave me twenty five to thirty minutes, so I’m going to go for another three or four minutes.

[00:23:46.500]
So I’m going to jump into just each of these features very quickly. I think this is giving a pretty holistic view of the platform, but we have a few of them here. So first of all, suggestions, and this is currently in beta, we are working on this feature and it will be further fleshed out with more granular suggestions for you to potentially take action in platform. So let’s take a look at this first one. So your cost per lead from Google display ads is holding strong.

[00:24:11.160]
Great. So this is comparing to last year recessions and conversions, and this is over this date range. So we have these little blocks come in where our overall sessions are a little more than double and our overall conversions are probably two point seven times. So jet definitely incrementally better and our cost per lead is a little higher, but still very strong. So this is showing to me what we have in this suggestion is really about scaling this performance. So we’re seeing that we can drive incrementally more conversions.

[00:24:43.000]
Is there room in this campaign for us to spend more money and drive even more so again, a very worthy flag and a suggestion worth taking a look at anomalies are really one of the backbones in the Moorfield platform and something that we were really proud of. Where can we give you that ability to filter and toggle on these? But within the sample account right now, we have an anomaly from today that’s relating to a landing page from Microsoft advertising. So it’s an advertising landing page for this domain for Microsoft advertising, and it’s now for 04.

[00:25:16.900]
So this is something that’s been flagged as a severe change. So we should make sure that we go investigate that and check it out. We also have a score for Land Organically landing page that is now down to twenty five percent, which so we should go take a look at that. And again, this is this is using simulated data, but if we look at sessions here, we’ll plot out the expected range and in the lighter color. And then if something happens outside of that expected range but is within what we call level two.

[00:25:43.540]
And if you look at our anomaly resource page that I believe is two standard deviations away from the norm. So we did go back to the statistics, one on one with standard deviation where we’re using those to to flag these. So anomalies are really helpful. Again, they can be piped into your email on a daily basis or piped into your public channels.

[00:26:03.190]
We also have audience segments, and this is it’s essentially rehashed analysis of Google analytics data. And this is something that our agency background, we were doing these type of analyses all the time. We were pulling individual data reports from Google Analytics, then doing pivot tables to try to merge it together and pull some intelligence. And we thought, let’s just automate this. So what we’ve done here is we’ve been able to to highlight your high performing and your low performing audiences.

[00:26:29.740]
And in this case, it’s based on conversion rate. If you don’t have enough conversions, this will be based on stickiness, which for from our side is one minus your boots or so and engage on. It’s not necessarily the best to measure overall performance, but if there are enough conversions on your website, we will baseline this to conversion. So we could see in this case that males this age in California on desktop from these cities are performing at an eighty two percent increase over the baseline.

[00:26:57.970]
So what you do with this is really up to you for from our perspective, this is meant to inform some general approaches to marketing, not to necessarily have you go and make an individual Google ad campaign this tightly targeted. But it’s meant to inform a general approach to your to your marketing. And I think the last thing that I want to highlight here, but we’re just quickly jumping in a monitor for another minute from Lindsey is our forecast tool. And this woman underwent a little bit of simplification recently and a very good way.

[00:27:25.600]
And this allows us to take a look at your conversions in your media spend. You can toggle to other metrics if you want, but we can plot out if everything remains the same. How are your conversions and how is your media spend likely to play out? The most powerful part of this to me is comparing to the previous year, which isn’t perfectly week over week. But I like the previous 52 weeks so we can see how this played out last year.

[00:27:49.720]
So if we look at January, it was a bit of a ramp up towards the end of the month and then pretty stable throughout February and the first couple of days of March. So this gives me a lot of information as far as like I’m OK. I had this spike. It’s likely to come down a bit, but then continue to be relatively stable. So this can be a very helpful tool that is crunching historical data and your current media spend to plot that out within monitor.

[00:28:15.130]
And we know that rate tracker is not part of the optimal deal. So I’m not going to jump into that. But we do have SEO audits where we’re essentially bringing in some best practices. So if I pop on this page, it’ll and then expect it’ll flag some of the elements that need to be addressed. From Nescio perspective, we’re not necessarily built to to compete with the massive SEO platforms that cost hundreds of dollars a month. But what we do want to do is to make sure that we are flagging individual issues that are related to your pages, that that can be fixed landing pages.

[00:28:45.880]
So I already talked a little bit about this at the beginning with the dashboard. But we will flag ones that either have status code issues or SSL issues and then finally and plan for 30 more seconds. We have our budget monitoring where you’re able to track your current budget and what you’ve set for the month with your spend to date. And we compare this to your expected spend. So so far in Google ads, we’ve spent almost five hundred seventy dollars are expected.

[00:29:13.390]
Spend was around five thirty five. Again, we know Google can spend double our daily, so there’s definitely some wiggle room in here. But we just want to track the general health and we’ll flag these as being being healthy or not. And these budgets can be set very easily for February. You can also go in, you can set your budgets for the next month quite easily.

[00:29:33.580]
So I think we’re going into some of the smaller details. This is a pretty holistic overview of Moorfield as a platform. I hope everybody that has purchased it and has gone through the setup is having a good time and I hope those that are on the fence, this helps to answer some of those questions. And I know Lindsay will be sharing a few more of the questions with me.

[00:29:53.630] – Lindsay( AppSumo)
Definitely. Thank you so much. That you did great on time every time you asked for more.

[00:29:57.980]
I Googled those people. If you have any questions that you want to throw in the Q&A box now, go for it. I’m going to tell you, the ones that we’ve got here, they are interested. The first question, it’s not framed as a question, but they are interested in AB testing and for ad creative’s not.

[00:30:17.630]
And if that’s a possibility, yeah, we’re we’re not set up to do ab testing of ad creatives at this time. It’s not something that’s currently on our roadmap. It does come up in conversations either with clients, with prospect and internally we we know that there’ll be something that we’d love to get to eventually, but it’s not currently planned.

[00:30:37.340]
OK. I can say I’ve seen some good HIV testing ABC recently. We can handle it. Peter asks, Can you recap on the account currency?

[00:30:53.030]
Well, I have a problem in the U.K. if I’m using GBP and not dollars. I’m sure you touched on this.

[00:30:59.440] – Carl(Morphio)
Yeah, OK, great question. And so as long as we are currency agnostic, so if you can select that currency and Google analytics, we are compatible with that currency. The the only thing that we do want to make sure that we continue to flag is just what that currency is currently set to. So if you’re if you’re dealing with British pounds and your Facebook balance is in British pounds and your Google ads is in British pound and your Google is in British pounds, you’re all set and you’re all good.

[00:31:28.700]
So we’re not limited to USD in this case is just showing that this account was set to USD us.

[00:31:34.760] – Lindsay( AppSumo)
Amazing. Do you have Google Analytics set up best practices document in somewhere to make more work best?

[00:31:42.740] – Carl(Morphio)
Oh, great question. We love it. I haven’t been monitoring these as they come in, but we do under our resources, have a Google Analytics set up guide. So this does go through a little bit beyond exactly what’s needed for Moorfield.

[00:31:58.970]
I think that this is generally what we approach on the agency side from a best practices standpoint you may find and it is one that we do want to spruce up a little bit more with some visuals over time you may find other resources. Well, we are really just based on best practices with everything Google Analytics. So if you navigate to our learn menu and then resource and use like Google Analytics Step guide, this should be a great starting point. And this may be all that you need, but there are other publications out there that published really how to get the most out of your Google analytics platform.

[00:32:32.720]
And that will translate very well into morphia and within morphia. It really comes down to how you’re triggering your goal completions and then selecting those goal completions within the platform.

[00:32:42.440] – Lindsay( AppSumo)
Awesome. Thank you. If we want to use grouping campaign features from Google ads, is it possible that Morphos uses the setting for a segmentation of this?

[00:32:53.470] – Carl(Morphio)
OK, great, yeah, so that’s a question that has been brought up a couple of times in the past, and right now we are limiting our audience segmentation to the default within Google Analytics. We have toyed with the idea of building translation tables that take Google Analytics audience specifications and translate those into Google ads, which can be slightly different than Google Analytics or into Facebook ads which are highly different, or LinkedIn and Microsoft advertising as well. So we have been toying with the idea of building these translation tables.

[00:33:27.520]
How we feed that back from the platforms would be unknown at this time. And it’s not something that we have put on our roadmap officially, but a deeper audience segmentation is something that that we’re definitely noodling at this at this time.

[00:33:42.280] – Lindsay( AppSumo)
Thank you. All right. This is the last question that I have here. Similar things. If you want to put your question in the Q&A box now, go for it. Sam asks, any plans for Amazon advertising integration’s? I also want to piggyback on that question about just roadmap and general things that you’re excited about. Yeah, yeah. Great.

[00:34:01.510] – Carl(Morphio)
So to take the first one on Amazon and assuming that you’re talking more about the Amazon DSP and working alongside that. So it’s not on our roadmap right now, we I’ll share a little bit of information on the roadmap side. I know similar things definitely are very interested in the roadmap side of things. Amazon can be very tough from a partnership perspective and bringing their data into their analytics platforms and for a few reasons. One, they’re buying up a ton of platforms themselves and trying to keep people in the Amazon ecosystem.

[00:34:35.410]
And then, number two, they have such different approaches to advertising. So, yes, you can buy display ads for IMDB and other Amazon owned properties, but you can also do sponsored products and sponsored brands and a number of other things. So it makes it very difficult to translate back to anything that would be integrated into Google Analytics, where we are looking to decouple a little bit of the Google analytics side. But Amazon is one that that will continue to be a discussion because it is something that the people that advertise using Amazon advertising services desperately want out of the Amazon ecosystem.

[00:35:12.100]
But Amazon is trying to keep them in. So to be determined on that one and on the more general roadmap question, let’s go to so if I go to Moorfield updates. So this is where we’ve started to bring together a little bit of information regarding our roadmap and we will be exposing more February 10th. So we’re going to be expanding on some of the details. But to be very specific about some of the ones that we have planned for this year.

[00:35:37.480]
So in Q1, which is done at the end of March, so what we’re a third of the way through, we’re going to be expanding our budget monitoring to include a few things like groups so that you can track a single budget across multiple ad platforms. We are going to be bringing in some more offline or sorry, off site conversion metrics, whether that’s LinkedIn lead forms. We did just recently bring in Facebook lead forms from a conversion measurement standpoint, suggesting improvement is number one for me at least, I think for me, validating the machine learning and making sure that we can keep progressing that.

[00:36:13.660]
And some more auditing tools, we won’t be going into any more detail on that right now, but some that I’m very passionate about from a not necessarily fraud perspective, but from a spend efficiency perspective, then Q2 is about integration. So we’re going to be bringing in Snapchat, Google my business, which is going to focus on business objective focus metrics from Google my business. We’re not going to be building a gateway for you to respond to reviews and that sort of thing.

[00:36:40.810]
But we’re going to be hyper focused on information from Google my business that does lead to business results. It’s surprising how many small businesses don’t look at their Google my business data on a regular basis. If you’re getting a thousand visitors to your website, you might be getting ten thousand engagements on Google my business and you’re missing those right now. Then also Twitter, Pinterest and Tecktonik. So those are the ones currently that are on our public roadmap. We have, again, the Amazon question.

[00:37:08.680]
We had a question earlier today about Reddit ads, and those are ones that could come down the line, but they are not currently on our roadmap. And then for Q3, integrating with Microsoft teams and expanding beyond slack is one that we have here. We are going to be working on some more updates regarding our some of our SEO tools and really tightening up and making sure that are anomalies in our forecast. Tools are just continuing to improve. Machine learning algorithms are really only as good as the feedback loop that you have to them.

[00:37:37.090]
And we want to make sure that we continue to improve that so that we can validate them. And and we definitely welcome you to to visit Moorfield Slash updates. And you can click on the link and you can register for a webinar on the 27th. I’m not sure if it’s me hosting or CEO. I’ll be a little talked about after this week, but yes. So we’re going to be exposing more on the roadmap and the community’s been great at pushing us for more details.

[00:38:00.640]
And that’s something that we’ll be sharing on the 10th. So that’s next week.

[00:38:06.010] – Lindsay( AppSumo)
Thank you so much. All right. We have just one more question here from Thomas. We will have more than 50 companies to hook up. What do we do after fifty?

[00:38:17.500] – Carl(Morphio)
So after so feel free to ask. I feel free to contact us right now. Not me directly, but using the contact form or email on the website we have we’re ready to have those conversations if you plan on extending beyond the app model. And we’ll definitely kind of treat you like the same thing that you are and make sure that you’re getting the most of the platform for all of your client accounts. So definitely connect with us. Won’t be me.

[00:38:41.500]
I’m more of the the the cheerleader on the side, but that will take care of you.

[00:38:47.110] – Lindsay( AppSumo)
Wonderful. Thank you so much. Some feedback we’ve gotten that suggestions look very promising. The info that we need information morphia looks like a must be awesome.

[00:39:00.550] – Carl(Morphio)
Well, yeah, it’s. Fire away and and enjoy it and let us know if you have any have any issues or if you’re or if you’re just loving it and feel free to give us a review on the opinion page, too. So if you’ve already bought more feeling you’re enjoying it, please leave a review because go a long way in helping us. And I know that your Cimolino community will also appreciate it as well.

[00:39:23.240] – Lindsay( AppSumo)
Oh, all right. I’m going to go ahead and wrap this up. Thank you so much for hanging out with us today. Simoleons, if you have not already go to work to redeem your codes, starting at fifty nine dollars for a lifetime deal. And of course, this is backed by a 60 day guarantee. You can go ahead, get set up, play around with it, see how it works for you. Once you’ve done that, as Paul said, leave your views on the deal page.

[00:39:49.590]
So far they’ve gotten reviews and they have a five TOKU ratings that are clearly loving it. And if you have any more questions that we weren’t able to answer today, you can always leave us on the page as well. Thank you so much, Carl. It’s great having you in the store. And thank you so much.

[00:40:05.310] – Carl(Morphio)
Thanks, Lizzie. Thanks, everybody.