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Email Marketing in Canada: the Real Story of CASL Compliance

I’m a Canadian Marketing Operations Manager and I’m drowning in compliance work!

Risk reduction work. Privacy data cleanses. Meeting CASL anti-spam rules.

Every minute I spend on compliance is a minute I’m not generating revenue. And generating revenue is the whole reason I’m a Marketer in the first place!

If you work in digital marketing, then you know this feeling.

But being buried by compliance is just that – a feeling.

Join me on this journey where we explore the real number of hours spent on compliance work. You will learn what it takes to comply with CASL – Canada’s email regulations. The surprising consequences of breaking the law, and the likelihood that you will be targeted for an investigation.

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Solving Conversion Tracking Problems on LinkedIn Ads

Note: this is a copy of an Article I posted on Linkedin in November 2021

Are your LinkedIn Ads page load conversions not showing?

This is a roundup of conversion tracking issues you might run into. Including a couple undocumented problems I ran into recently (as of Nov. 2021). This document should give you fresh ideas for what to check when your campaign manager conversions are not tracking. Especially if everything you’ve tried so far hasn’t worked…

How to Test Pageload Conversions in LinkedIn Ads

To test that your conversion tracking is working you will need to:

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Quality Control & Testing in Pardot: The Path to Feeling Zen When Pressing “Send”

On October 27th, 2021, I spoke at the ParDreamin’ conference (archive link) about quality control and testing in Pardot. Here is the video recording:

Below is a copy of the presentation deck:

If any of these tips make a difference in your projects, please let me know by emailing me at “jacob” @ the domain of this website. I’d love to hear your story!

Song Juxtapositions

Tunes with some things in common. Sometimes they’re obvious commonalities. And sometimes it’s just my imagination playing tricks on me 🙂

The Cure – Fascination Street
Danz CM – I Don’t Need a Hero
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“Why is utm_campaign not tracked?” – filling in a missing utm_source in Google Analytics

In Google Analytics, the utm_source URL parameter is mandatory when you’re trying to capture campaign parameters.

Even if your URL has utm_campaign and utm_medium on it, GA will not capture the Campaign and Medium data if you are missing utm_source.

If your Google Analytics tagged campaigns are not capturing Campaign / utm_campaign data, then it might be because of this missing utm_srouce parameter. Even great resources like the “troubleshooting missing acquisition sources” post from Bounteous leave out this reason.

The diagram below shows how GA handles campaign & traffic source reporting when certain URL parameters are missing. This will clarify how it misclassifies campaign links that are missing utm_source:

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The hurting

I recently came across Will Patrick’s website. His writing is humorous and has a fast fun cadence to it.

One of his posts, Notes From A Flat Earth Conference (archived copy) talks empathically about Flat Earth believers. I stepped away with a feeling that, of course, something had to go wrong in these people’s lives in order for them to take on this fringe identity.

Thinking further, there have always been quacks and conspiracy theorists. Will himself admits this. At a time of personal turmoil a person is suddenly “open” – cults and terrorists know this. They’ve always looked out for people undergoing transitions. These are the ripest recruits.

This one is probably about group identity and belonging.

The post reminded me of a brilliant piece of writing by Jeff Atwood called They Have To Be Monsters (archive link). And had me going on a tangent:

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Marketing Operations Tools

A reference for myself. And maybe for others.


Sercante Creuz Your Data tool – when you are creating Pardot rules for matching prospects, you can create a string of semicolon-separated conditions up to 250 characters long. This tool splits up multi-condition rules that are longer than that into separate rules up to 250 chars each.

My own tool for embedding Pardot iFrame forms in a way that resizes the iFrame on the fly according to the content of the form. This prevents little scrollbars from appearing next to a form that gets longer during submission.

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