Digital news to watch: Google Ads simplifies conversion tracking

In this weeks digital news, Google Ads has introduced codeless form tracking in Tag Manager, simplifying lead form submission tracking without manual coding. Google has refined its ad quality systems to improve the relevance and usability of landing pages in Search ads.

Google releases updated guidance on merging GA4 and Search Console data via Looker Studio to enhance SEO insights. Google's John Mueller offered advice on what to do when Google indexes duplicate URLs with query parameters.

Gambling companies are covertly tracking visitors to their websites and sending their data to Facebook’s parent company without consent in an apparent breach of data protection laws. Elon Musk’s X adds Nestlé, Abbot Laboratories, Colgate-Palmolive, Lego, Pinterest, Tyson Foods and Shell International as new defendants in the legal filing.

Google Ads simplifies conversion tracking with new tag manager feature

Google Ads has introduced codeless form tracking in Tag Manager, simplifying lead form submission tracking without manual coding. This update provides a user-friendly interface with codeless event detection, flexible form submission tracking, and multiple URL matching options. It removes technical barriers, making conversion tracking faster and more accessible for marketers. First spotted by advertising professional Dennis Quaid on X (formerly Twitter), the update streamlines advertiser workflows by eliminating complex setup processes. By reducing reliance on developers, Google Ads enables businesses to track and optimise lead generation efforts with ease, improving efficiency and accessibility for all advertisers.

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Search ads and the importance of landing page navigation

Google has refined its ad quality systems to improve the relevance and usability of landing pages in Search ads. A new prediction model now better detects whether an ad leads to an unexpected destination or lacks clear navigation options. This helps reduce frustrating experiences where users struggle to find what they need and return to Search.

Landing pages must be both relevant and easy to navigate, ensuring users can quickly access their intended content. Advertisers are encouraged to improve site navigation. These updates enhance user experience while driving long-term value for businesses, as Google continues refining its ad quality systems.

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Google Adds New Guidance For Merging GA4 & Search Console Data

The new guidelines recommend using Google Analytics and Google Search Console together. Google Analytics tracks user behaviour on your website, while Search Console monitors your site’s performance in Google Search. This combination gives you a clearer view of website activity, allowing you to compare key metrics like sessions and clicks. Understanding how users find and interact with your site helps improve SEO decisions.

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Google’s Advice on Fixing Unwanted Indexed URLs

An SEO audit has revealed that some users indexed pages are paginated and “add to shopping cart” URLs. Google ignored the rel=canonical link attributes and indexed the pages. Which illustrated the point that rel=canonical is just a hint and not a directive. Paginated in this case just means the dynamically generated URLs related to when a site visitor orders a page by brand or size or whatever (this is usually referred to as faceted navigation).

Mueller’s suggestion to the fix was the importance of reviewing the URLs for patterns that may give a clue as to why unwanted URLs are getting indexed and then applying a more granular (specific) solution.

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Gambling firms secretly sharing users’ data with Facebook without permission

Gambling companies are covertly tracking visitors to their websites and sending their data to Facebook’s parent company without consent in an apparent breach of data protection laws. Meta accounts of those affected have been flooded with ads for casinos and betting sites. A hidden tracking tool embedded in dozens of UK gambling websites has been extracting visitors’ data. Including details of the webpages they view and the buttons they click – and sharing it with the social media company.

Data should only be used and shared for marketing purposes, by law. With explicit permission obtained from users on the websites in which the tools are embedded. But testing by the Observer of 150 gambling sites. Including virtual casinos, sports betting sites and online bingo. Found widespread breaches of the rules.

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X adds more brands to lawsuit over alleged ‘illegal boycott’

Elon Musk’s X adds Nestlé, Abbot Laboratories, Colgate-Palmolive, Lego, Pinterest, Tyson Foods and Shell International as new defendants in the legal filing. Elon Musk’s social media company X has expanded its existing lawsuit. Accusing advertisers and the World Federation of Advertisers (WFA) of illegally boycotting the platform to include more brands.

On 1 February, Musk’s lawyers filed an amended complaint in a Texas court. The lawsuit claims the brands and the WFA’s now-defunct Global Alliance for Responsible Media (GARM). Violated US antitrust laws by conspiring to “collectively withhold billions of dollars of advertising revenue” from the platform following Musk’s purchase of it on 28th October 2022.

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