Small talk

These are the Only Facebook Ad Metrics That Matter

Watch out, Facebook advertisers.

The platform is changing once again.

Even though we’re less than halfway through 2018, the face of Facebook marketing has already changed drastically.

There was the “The Big News Feed Algorithm Change” in January.

Then, the company released 3D Facebook ads that unite users across AR, VR, web, and mobile platforms.

Let’s also not forget when the company took strides to be its own content host and provider:

Facebook advertising strategy - analytics

So what’s the latest switch-up in the Facebook advertising world you need to know?

The company is removing 20 Facebook ad metrics by July that they consider to be outdated, redundant, or those that brands cannot act on.

Here’s what you need to know about which metrics are being removed and which you should be using to replace them. 

We’ll also look at how this affects your Facebook advertising strategy for this year.

The Facebook Metrics Removed from Ads, and Which to Replace Them With

As you consider what the loss of certain Facebook marketing metrics means for your business, let’s take a look at specifically which will no longer exist on the platform.

Let’s also explore what Facebook has to say regarding replacements each of these.

Mobile App Actions Conversion Value

As a Facebook advertising metric that’s based on a value you assign to any given action, this isn’t specific enough.

Instead, Facebook recommends replacing this with a more precise measurement.

For example, this could be “Mobile App Adds to Cart Conversion Value”.

Facebook advertising strategy - Reach

Social Reach, Social Impressions, Social Clicks (All), Unique Social Clicks (All)

These Facebook marketing metrics refer to ads shown with social information: which of your friends engaged with the page or post.

Because these types of ads provide both outdated and information that can’t be acted upon, they should be replaced by “Reach” or “Impressions”.

Facebook advertising strategy - amount spent

Amount Spent Today

As a redundant measurement, “Amount Spent Today” is being replaced by the date range selector and “Amount Spent” metric.

Canvas Component Time Percentage

The removal of this Facebook ad metric is purely due to its lack of popularity.

Instead, use “Canvas View Time” or “Canvas View Percentage”.

Actions, People Taking Action, Cost per Any Action

As the ways for how to advertise on Facebook continue to advance and develop, the platform is introducing more diverse ways for people to interact with ads.

As such, “Actions” are no longer relevant.

Facebook suggests customizing a metric around user actions that is more relevant to your business.

Facebook advertising strategy - page likes

Page Tab Views, Cost per Page Tab View

A Facebook Page tab view is too specific a Facebook ad metric to keep.

Don’t bother looking at the number of people who viewed tabs within the page your ad directs them to.

Replace that metric instead with “Page Likes” or “Page Engagement”.

Facebook advertising strategy - clicks

Button Clicks

People clicking the CTA on your Facebook ad is a crucial metric.

However, “Button Clicks” is redundant because the same measurement can be found in “Link Clicks”, “Event Responses”, and “Offers Saved”.

Use one of these metrics just mentioned  when “Button Clicks” is no longer an option.

Page Mentions, Cost per Page Mention

Page Mentions offers nothing in terms of understanding if your ad is perceived positively or negatively.

Instead, you should use “Page Likes” or “Page Engagement” if the objective of your Facebook advertising strategy is to achieve more page likes.

Carousel Card

This is another metric that’s suffered from a lack of popularity.

In its place, refer to the “Link Clicks” measurement, which can still be broken down by Carousel Card.

Facebook advertising strategy - relevance score
Image source:

Positive Feedback, Negative Feedback

Any positive and negative feedback on your Facebook ad is already factored into “Relevancy Score”.

Therefore, Facebook is removing Positive and Negative Feedback due to redundancy.

Use “Relevancy Score” in place of them.

Link Click Destination

Operating system updates hindered Facebook’s ability to track users to an app’s deep link or to an app store destination.

As a result, “Link Click Destination” is outdated and can be replaced for now by “Outbound Clicks” or “Landing Page Views”.

Where You Should Direct Your Facebook Advertising Strategy Next

With all of these updates and changes occurring on the platform, it’s important to pivot your Facebook marketing strategy for success this year.

The first step in doing so is to review your Facebook ad metrics.

If you’re using any of the ones mentioned above, switch them out for a recommended replacement.

Don’t wait too long, or you’ll find yourself trying to play catch up on your Facebook marketing when the change-over occurs in July.

Then, consider how to innovate and update your advertising strategy.

As described earlier on in this post, the company is constantly releasing new ad products.

Maybe that means launching your Facebook ads in 3D or on connected TVs.

Or perhaps it means something more simple, like expanding into Facebook video ads.

Whatever you choose, this is the time to optimize and innovate with your Facebook advertising strategy.

This also means keeping in mind the social media trends of 2018.

Understand what your audience wants, and then create a PPC strategy that goes above and beyond their expectations.

Equally important, utilize the tried-and-true ways to improve your Facebook marketing that never get old.

With the right combination of novel and established methods, you can adapt your Facebook advertising for success – no matter what the platform throws at you next.  

Tips & Tricks

How to Beat Competitors Selling on Amazon

The best way to beat the competition is to get to know them from their

Amazon presence.

How much are they selling?

What is their pricing history?

What product variations do they offer?

You can pretty much guarantee that your Amazon competitors are listing here. In 2020, third-party Amazon sellers were responsible for more than 50 percent of all Amazon sales.

By using the available Amazon tools for product searches out there, you can conduct a detailed comparative analysis between your business and another e-commerce competitor.

e-commerce marketing strategy - spy

Don’t let the words “detailed comparative analysis” scare you: Using these Amazon tools is as simple as installing and looking at some facts and figures. 

These programs let you go beyond what any basic Amazon search can accomplish (because how much time do you really want to spend scanning every customer review).

Employing these Amazon tools saves time while providing valuable and incomparable insight for any e-commerce marketer.

Whether that’s planning out your pricing strategy or figuring out what to stock, Amazon is the perfect place to look for ideas.

Getting ahead of the competition means getting to know them – and where better to gather intel than the largest eCommerce platform in the nation.

How to Launch Your Amazon Recon Strategy for E-Commerce Marketing Success

There are plenty of Amazon competition monitoring services available to e-commerce marketers to conduct in-depth product research. Each of these usually includes features to aid in pricing, keyword optimization, product searching and tracking, current Amazon trends, and niche discovery.

To get you started, we suggest checking out the following Amazon product search platforms:

Jungle Scout



IO Scout

Track Their Pricing & Profit Margins

Using any Amazon tool for monitoring you prefer, you can track the price history and profit margins of your competitor’s products.

For looking into price history, CamelCamelCamel lets you track the price of products, and gives you access to price history charts.

Investigating how your Amazon competitor’s pricing changes over the course of the year can help you dictate your own e-commerce pricing strategy.

Additionally, looking further back into the product’s pricing history can provide context for its popularity and value over time.

CamelCamelCamel screenshot

Looking into your competitor’s profit margins is another valuable way to determine your own pricing and track the success of their Amazon e-commerce strategy.

Use the Jungle Scout browser extension.

With this Amazon tool, you can export a list of similar products into a spreadsheet and compare their profitability based on factors like estimated sales and FBA fees.

Yeah, this takes a little more work.

But without a tool like this, you’d just be looking at a list of seemingly similar items on an Amazon product search results page and trying to figure out why they are priced differently.

Jungle Scout profit margin

Determine Their Sales Record

Knowing how much your Amazon competitors are selling their products for and their price fluctuations is informative for one part of an overall e-commerce marketing plan.

But it would also help to know the number of items they’re selling.

This ability often lies within the product tracking features present in most Amazon product search tools.

Within AMZInsights, their product tracking tool provides a look into:

Estimated revenue

Estimated sales

Average rating

Total number of reviews

Other stats contributing to value determination:

Amazon marketing


Monitoring these stats related to your Amazon competitors – particularly their estimated revenue and sales – gives you a greater understanding of the amount of inventory they possess.

All you need to do is translate this into how it applies to your own e-commerce marketing plan.

Looking at competitors that are succeeding with their Amazon e-commerce strategy can help you determine your own sales and revenue goals.

They also help you determine how much quantity you should keep on hand.

Investigate Product Variations

Within any product category, there are often related offerings that can be even more popular.

In order to figure out what these would be, you can compare product variations.

In doing so, you’re able to compare their estimated revenue and profitability.

Jungle Scout product variation

Jungle Scout’s Amazon analytics tool does just this.

It lets you compare the success of products that vary in colors, sizes, etc.

You can use this information in your e-commerce strategy to source new products that you may not already offer.

Or you can increase your current stock based on the popularity that you calculated using these tools.

Get Keyword Inspiration

You should be conducting your own keyword research as part of your e-commerce marketing strategy.

You can count on the fact that your successful competitors on Amazon have done the same.

Let the available Amazon tools do the legwork for you.

They’ll scrape the platform and track keyword rankings to help you optimize your own descriptions.

ScrapeBox and the KTD Amazon Keyword Tool are both excellent options for scraping long-tail keywords.

They’ll also let you bypass manual searches.

KTD search tool

Product search platforms like Sellics will automatically track and optimize your keywords by setting them against Amazon competitors.

These programs will also usually offer suggestions you should implement into your e-commerce marketing plan.

They’ll also present the data in an easy-to-understand visual so there’s no room for confusion.

Using Amazon analytics and product monitoring tools doesn’t replace your current e-commerce pricing and sales strategy.

Instead, it supplements whatever you’re currently doing in order to provide another avenue to success.

Gathering deeper insights into your Amazon competitors’ e-commerce strategy is one of the easiest ways to give yourself an advantage in a saturated market.

GROWTH HACKS Tips & Tricks

Taktical Growth Hacks – #75

Get the Latest Growth Hacks and More Insights Delivered Each Week: Sign Up Here.

Growth Hacks:

Taktical Growth Hacks - email deliverability

Growth Hack #1 – Use the Right Words to Stop Your Emails From Being Sent to Spam:

“Hot words” can either be an email marketer’s best friend or worst enemy when it comes to open rates.

The words that get you sent to spam can include:
– Sale
– Deal
– Guaranteed
– Hurry
– Look inside
– Groundbreaking
– Once in a lifetime

The right words that get people to open your emails are:
– Remember
– Now
– You
– New
– This

Be careful to strike the right balance between appealing/enticing and over-promotional. The latter can send you straight to spam.

Growth Hack #2 – Beat Spam Filters With Direct Links:

Avoid awkwardly requesting your new clients to check their spam or promo tabs to find your emails.

For any customers using Gmail – which will be many – give them a direct link like this:[email protected]/

This allows them to easily find your emails right away.

No need to filter through unrelated folders or messages.

The only thing left to do is to change our email to yours!

Taktical Growth Hacks - ask a question

Growth Hack #3 – Ask a Question, Increase Conversion Rates 45%:

ReportGarden analyzed 630 million ad impressions and found that three things universally increased conversion and click-through rates in ad design:

1. Inserting a question mark in your headline → +45% CVR

2. Adding “www.” to your Display URL → +54% CTR

3. Including the words “Now” or “Get” in the copy → +20% CVR


In Depth Articles:

Pricing Page Teardown: Spotify

CRO Mastery: 5 Expert-Proven Methods for SaaS Growth


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Small talk

Why Every Marketer is Investing in Social Media Influencers in 2018

In 2018, expect influencer marketing to be a defining digital advertising trend.

Why will this be the case?

Well, marketers themselves are saying it’s true.

A recent WhoSay poll revealed that 89% of marketers believe an influencer marketing strategy boosts positive brand awareness.

Also, 70% of U.S. firms say they’ll increase their budget for influencer marketing in 2018.

social media influencer marketing - perception
Image source:

In this post, we’re going to look at the reasons behind the surge in the appeal of social influencer marketing.

We’ll also explore how you can do influencer marketing and optimize a campaign to achieve your target objective.

Whether you’re looking to build brand awareness or earn tangible returns, a paid influencer marketing strategy can be just the boost your advertising campaign needs.

Here’s how and why:

Does Paid Influencer Marketing Work?

One of the greatest obstacles to social influencer marketing for businesses so far has been measuring effectiveness.

As demonstrated by the Who Say study, brand awareness and image is clearly one way to measure the impact of a social media influencer marketing campaign.

But what about earning real, tangible revenue?

A Collective Bias study looked at the effects of social media influencer marketing on boosting sales.

One of the factors investigated was the redemption rate of coupons after a social media user viewed influencer content.

In one case, the paid influencer marketing content boosted redemption rate by 3X.

Another area the study investigated was influencer effects on in-store traffic.

Again, the results were positive:

48% of those exposed to social media influencer content visited the retailer featured within four days of viewing an ad.

Meanwhile, only 29% of the control group (those that did not experience influencer marketing) visited the store.

When it comes to measuring the success of your own influencer marketing strategy, first consider what your KPIs are.

social media influencer marketing - metrics of success

This can be an earned media value (EMV) that you attribute to things like web traffic or shares.

Or, it can be actual revenue generation.

With the advent of social media marketing agencies that specialize in paid influencer marketing, tracking and optimizing these campaigns has never been easier.

Additionally, there are self-serve tools like BuzzStream Discovery and HyPR you can always turn to for help.

How to Do Influencer Marketing

Just saying you’re launching an influencer marketing strategy doesn’t specify necessary features like:

  • What platform to use
  • What influencers to align with

In terms of what platform is best, Instagram is a clear leader.

Among 80% of micro-influencers, Instagram is their most popular platform for posting original content.  

Also, 59% of this same demographic believe Instagram influencer marketing is the most effective social media platform for reaching a target audience.

Besides blogs, this app is also where the most paid influencer marketing is occurring.

To speak to this, 42% of brands that have paid for influencer content have done so on Instagram.

So, if Instagram influencer marketing is the platform of choice, now it’s time to decide which accounts to partner with for your brand.

There are four major items to consider when looking for an influencer partner:

  • Field of expertise: Is the influencer knowledgeable in your industry, product, service, etc.? Make sure the content they’ve already released is relevant to your brand, and that they can be good advocates in a paid influencer marketing situation.
  • Follower base: Do they reach enough people for an influencer campaign to be effective? Look at their number of followers and engagement metrics on the platform.
  • Persona: Does the influencer match your target demographic? They should be able to speak to the customers you want to reach, and have shown they can already do so effectively before you establish a partnership.
  • Positive reputation: Influencers may be popular, but that doesn’t mean they’re well-liked. Make sure you look for a partner that won’t estrange any potential customers and that you believe can represent your brand in a positive light.

Social Media Influencer Marketing Case Studies

When it comes to getting an influencer marketing strategy right, it helps to look at some of the most successful examples already out there.


Hulu  partnered with HyPR to promote their new show, Casual.

The media platform chose Andi Dorfman as its key influencer, and used her huge popularity on Instagram and among the target demographic of young women to achieve immense success.

social media influencer marketing - Hulu

The results of the paid influencer marketing campaign were as follows:

  • Reached over 1.3 million people
  • Achieved 13,716 likes
  • Shared 96 times
  • Earned 81 comments


RESCUE Remedy is another excellent example of Instagram influencer marketing.

The natural remedy company launched a paid influencer campaign with a buy-one-get-free coupon that was intended to build brand awareness and promote their product trial.

Across channels like Instagram, blogs, and Twitter, the company achieved incredible results.

social media influencer marketing - REMEDY
Image source:

To name a few, their metrics included a 258% jump in Instagram followers, over 6,000 clicks to the coupon page, and 133 million impressions.

Daniel Wellington

Fashion watch designer, Daniel Wellington, stuck to Instagram influencer marketing for its foray into this type of advertising.

In fact, the brand was one of the first to partner with social media influencers as they clearly became effective as brand advocates.

social media influencer marketing - Daniel Wellington

By utilizing discount codes in many of their posts – and besting the competition based on their sheer number of sponsored posts – Daniel Wellington was able to measurably track performance.

Firstly, the discount codes contributed directly to revenue, and were trackable as a conversion from Instagram.

Second, the amount of conversions from a single influencer’s content could also be tracked and thereby prove which social media influencers were more successful.

With this information at their disposal, the brand could optimize and develop their Instagram influencer marketing strategy more effectively.

And it clearly worked for them:

  • Almost 3.7 million followers on social media
  • 31% follower growth in 2017
  • Over 136,000 social mentions in 2017
  • Over $62.8 million EMV by the end of 2017

Launch Your Social Influencer Marketing

To get started with your influencer marketing strategy, consult a social media marketing agency or specialized, paid influencer advertisers.

Whether you go it alone or enlist the help of professionals, consider what your objectives are and scout out the best partners to be your brand advocates.

Also, consider how much of your advertising budget to spend on social influencer marketing.

Some brands, like Daniel Wellington, devote most of their budget towards it.

Others are still exploring how valuable it is for their product and industry.

With the right metrics and tracking in place, you can determine the effectiveness of a social media influencer marketing strategy.

Don’t be surprised if – like most marketers are predicting doing so for 2018 – you end up increasing your paid influencer marketing spend.

GROWTH HACKS Tips & Tricks

Taktical Growth Hacks – #74

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Growth Hacks:

Taktical Growth Hacks - Jim Carrey

Growth Hack #1 – Improve SEO By Freshening Up Content:

Google prefers recency, and so do your website visitors.

Keep content fresh –> rank higher.

Here’s what you can do to go from stale to fresh:
1. Include “last updated [RECENT DATE HERE]” in content body.
2. Remove auto date stamps from content.

Growth Hack #2 – Increase the Probability of Purchases 14X With Upselling:

Existing customers are up to 14X more likely to make a purchase than new customers.

So what does this mean for you?

Upsell new products to existing, happy customers!

Once you’ve made them satisfied customers, they’ll be your best source of growth. You just need to deliver on value.


Taktical Growth Hacks - international

Growth Hack #3 – Resonate With Your Global Audience With the Right Ad Tonality:

A recent Nielsen’s Global Trust in Advertising study revealed that certain tones in ads resonate more effectively with audiences in different regions of the world.

Here’s what ad themes work best, and where:

– North America, Europe: Humorous
– Latin America, Asia: Health; real-life situations
– Africa/Middle east: Real-life; family


In Depth Articles:

How Skyscanner became a global $2bn company by growth hacking instead of marketing

What Happens When Data Scientists and Designers Work Together


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How To Guides

The PPC Marketer’s Guide to Facebook Connected TV Ads

We now live in a world where streaming television is the norm.

According to a Nielsen Total Audience report, close to 70 million households in the U.S. possessed a connected-TV device in Q2 2017.

That’s almost 59% of all U.S. households.

Facebook connected TV ads - Nielsen study
Image source:

We expect to sit on our couches and have our favorite movies, TV shows, sporting events, and more appear on-demand with the push of a remote control button.

And this isn’t anything new.

The rise of smart TVs and OTT media coincides with the boon of streaming services and apps.

Since 2015, the average amount of time adults spend watching live TV has decreased over 15 minutes.

Meanwhile, OTT media providers like Netflix – which boasts nearly 118 million worldwide users – are staking their claim on viewership.

With connected TV devices like Roku, Apple TV, and Google Chromecast becoming more popular, media companies are taking notice and shifting their content to these platforms.

Now, marketers have the ability to advertise on connected TV by displaying their messaging on users’ favorite TV apps.

Facebook is leading the charge by adding smart TVs to their list of advertising display options.

If a TV app is within the Facebook Audience Network (e.g. Lifetime, A&E), brands can display their Facebook ads to viewers directly within the content.

For PPC marketers, the ability to run Facebook ads on TV represents another way to reach more consumers.

It’s also bringing the targeting and tracking powers of the social media giant to television.

To help you understand how to launch and optimize Facebook OTT ads, we’ve compiled this essentials guide.

Keep reading to learn more about the benefits of Facebook TV ads and specifically how you can get started.

What Makes Advertising on TV With Facebook Different?

Unlike their standalone OTT app, Facebook TV ads are run on other companies’ connected television applications.

These ads are meant specifically for PPC marketers.

Meanwhile, at the time of its release, Facebook’s own OTT app didn’t even have a monetization strategy

This makes it an essentially useless application for smart TV advertisers.

However, Facebook connected TV ads are run on television apps within the Audience Network and offer astounding potential for earning revenue.

For one, the average completion rate of a 15- or 30-second video ad on a connected TV can be 90%.

Facebook connected TV ads - smart TV
Image source:

With this level of viewability, cost per completed view is shockingly low at only 3 cents.

What also makes Facebook OTT ads different lies in their targeting abilities.

According to Facebook’s own resource page, Facebook TV ads are shown to viewers based on relevancy.

That relevancy is gathered not only from their connected TV usage and behavior, but also by any activity performed using the same WiFi and IP address as the television.

So, for example, if you’re browsing Facebook on your mobile device while watching your smart TV, Facebook will connect your user data to the television to serve you more relevant TV ads.

By integrating with Facebook’s entire suite of advertising tools and data-gathering abilities, advertising on TV with Facebook represents one of the most effective ways to reach audiences with relevant content.

Not to mention, advertising on connected TVs is one of the solutions to the News Feed ad load max that’s plaguing Facebook marketers.

Setting Up Facebook Connected TV Ads

The option for displaying Facebook ads on connected TVs is located directly within the Business Manager.

As you’re setting the placement of your Facebook ads, select Connected TV from the drop-down menu of device types.

Facebook connected TV ads - device type

Then, select your objective for the Facebook OTT ad:

  • Video views
  • Brand awareness
  • Engagement

If you’re particular about what apps or shows on which you want your Facebook television ad to appear, there is an option for excluding certain content.

Facebook connected TV ads - exclude content

You can exclude either entire categories of content or choose specific websites or apps to not serve your Facebook connected TV ads.

Examples of categories you could exclude with in-stream Facebook video ads include maturity and debatable social issues.

Then, it’s on to the Facebook TV ad creative specs.

The creative requirements here follow the in-stream video for the Audience Network guidelines.

Facebook connected TV ads - design specs

Key points of Facebook OTT ad formatting recommendations are as follows:

  • Horizontal orientation
  • 15 seconds or less in length
  • Include sound
  • 1080p resolution

After creating the advertisement for connected TVs, now it’s just a matter of launching and optimizing.

TV Advertising Will Remain Relevant With Facebook

The future looks bright for connected TVs and OTT media.

By 2021, eMarketer predicts approximately 200 million U.S. viewers will use an OTT video service or smart TV at least once per month.

It’s also important to remember that we’re now in a time when digital ad spend has finally surpassed TV advertising revenue.

In early 2017, global digital ad revenue increased to $209 billion, versus television’s $178 billion.

What we can expect to see as a result of this is the rising importance of connected television advertising.

Advertising on TV with Facebook represents the ultimate convergence of digital marketing, TV advertising, and social media ads.

Combining the powerful tools and earnings potential of all three will help establish your brand in entirely new ways well into the future.

By creating Facebook connected TV ads now, you are getting a head start on capitalizing on this phenomenon while competition remains low.

GROWTH HACKS Tips & Tricks

Taktical Growth Hacks – #73

Get the Latest Growth Hacks and More Insights Delivered Each Week: Sign Up Here.

Growth Hacks:

Taktical Growth Hacks - sample email

Growth Hack #1 – Give People a Sample of Your Email Content:

At the bottom of your email subscribe pop-up, provide a link to “read a sample”.

This way, people can see if they like your content before opting in.

People respond better when they can “try before they buy”, whether that’s spending real money or just giving out their email for free.


Growth Hack #2 – Be a Master of Ecommerce Returns:

The best way to master your returns policy is by arming yourself with the most pertinent e-commerce returns facts. The statistics below may come as a surprise. But the numbers certainly tell the whole story.

– Over 63% of consumers read the online product returns policy before making a purchase (comScore).

– 81% of consumers want a convenient returns policy that is hassle-free with no return shipping cost (UPS).

– About one-third of all products ordered online are returned by consumers (WSJ).

– When free returns are offered, sales can increase by as much as 357% (CNBC).

– When return shipping fees are charged, 81% of consumers are less likely to make a future purchase (Upstream Commerce).

– Zappos gets 75% improved customer loyalty, repeat buyers, from free returns, even though they charge more for their products (eCommerce Digest).


Taktical Growth Hacks - clock

Growth Hack #3 – The Best Time to Tweet in Each Time Zone:

During a 4 year period, Buffer analyzed over 4.8 million tweets across 10,000 profiles to find the best time to tweet to gain the biggest amount of click-throughs.

Here are results for different time zones:

Los Angeles (Pacific Time): 2:00 a.m.

Denver (Mountain Time): 7:00 p.m.

Chicago (Central Time): 2:00 a.m.

New York (Eastern Time): 11:00 p.m.

Paris (Central European): 2:00 a.m.

Istanbul (Eastern European): 8:00 p.m.

Sydney (Australian Eastern): 2:00 a.m.

Hong Kong (Hong Kong Time): 5:00 a.m.

Shanghai (China Time): noon

Tokyo (Japan Time): 8:00 a.m.

Global (on average): 2:00 a.m.


In Depth Articles:

How to Build a Successful eCommerce Brand From Scratch

How to Make the Customer the Hero of Your Story


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