More GA4 updates:
New, pre-built report: audiences. It includes 6 default metrics and any audience you’ve created with at least 1 user in the timeframe you’ve set.
Starting next month last-click and data-driven will be the only attribution models available for optimization and reporting.
Slowly getting more regex in GA4 🎉
One of the (if not THE) biggest adjustments Google Analytics users need to make in the GA4 transition is realizing the prior version was fully realized by the time it sunset. The new version is being built as we use it.
(The Explore tab is still better.)
The race for a generative AI-powered smart assistant is on.
Axios: Google Assistant to get an AI makeover
Axios: Amazon wants Alexa to bring AI into the home
It was bad timing for Microsoft that Cortana was sunset before the OpenAI partnership. But maybe The Windows Co wants to focus on enterprise and workplace solutions (where voice can be inconvenient).
This is another space where Apple could dominate had Siri not been left to languish. Siri + generative AI + market saturation + Airpods = conversational computing platform
For platforms, it’s all about attribution and proving ROI (/ROAS) in a world of increasing privacy.
For Google (/YouTube), enter Engaged-view conversions:
Engaged-view conversions are counted when a user watches at least 10 seconds of a skippable in-stream ad (or watches the entire skippable in-stream ad, if it’s shorter than 10 seconds) and then converts within the Engaged-view conversion window.
Google: About Engaged-view conversions
#TikTokMadeMeBuyIt
Or maybe it didn’t
Search Engine Land: Study: TikTok loses popularity as ecommerce search engine / Amazon’s popularity has grown as the starting point for product searches, including those in younger generations.
Finally!
Google appeared to have gotten rid of the notoriously buggy feature that was GBP call tracking.
Had this issue with a client, glad to see it hit the graveyard.
users reported that the “feature” would send direct calls to the wrong merchant.
self-upgrade tools are also rolling out now to easily upgrade Dynamic Search Ads (DSA) campaigns and Google Display campaigns to Performance Max.
Feels like two more plots were just reserved in the Google graveyard.
Google: Boost your Search and Display results in Performance Max campaigns - Google Ads Help
Notice a Perspectives filter at the top of Google lately?
“Tap the filter, and you’ll exclusively see long- and short-form videos, images and written posts that people have shared on discussion boards, Q&A sites and social media platforms.”
Could Google Seatch reach surpass on-platform reach for brand social content with this?
Google: Learn from others’ experiences with more perspectives on Search