Resource Type: Tips & How-Tos

This training covered the use of the Facebook Pixel and Google Tag Manager in combination in order to increase your conversions and drive down your costs when you use Facebook ads. It is a companion training to the May 7, 2021 training Facebook Ads for Growth. Like the Growth training, it features Cyriac Joseph, the head of Growth and Strategy for the Alliance for Climate Education. The key aspects covered include:

Pixel Basics: Why use it, how it works
Google Tag Manager Basics: What it is, how it works
Why use these two tools together
How they interact
How you can use them yourself            

Globally, women are the most impacted by climate change, but they’re also at the forefront of its solutions. “Women as a constituency are a strategic, powerful, and beautiful force that is often not recognized, supported or mobilized into action — despite clear evidence that women are key to making the societal, economical, political and ecological changes we so desperately need.” – WECAN
And while it’s difficult to speak about women in general as an audience segment (as we consist of 160+ million diverse individuals in the US alone), there are specific trends that are useful for climate advocates to take into account in their public engagement efforts.
             

This is a conversation about organizing, metrics, tracking, and building power. It features Ari Trujillo-Wesler (Sierra Club), Brittany Bennett (Sunrise Movement), and Weronika Paszewska (Tectonica Digital Campaign Solutions) in a panel discussion about organizing, measuring its elements and tracking success. 
In this session, Ari re-capped how she worked to measure organizational power, which was really a project to move the Sierra Club towards more analytics-informed organizing. And in the process they learned a lot more about who Sierra Club members are. Brittany explained how she uses supporter activity to help organizers better target their work and how this essentially amounts to measuring an entire movement. Weronika talked about developing an equaltion that is meant to guide digital-first organizations away from simple 1-way communications towards comprehensive decentralized organizing.