?? PPC News: Measurement (W09)

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Analytics & Measurement

Google Analytics 4

GA4 introduces Primary Channel Groups in Channel reports (Feb 28)

Google Analytics 4 (GA4) has implemented a significant update with the introduction of Primary Channel Groups, which will now serve as the default setting in Channel reports. Key aspects of this update include:

• Primary Channel Grouping will be the first option displayed in Channel Reports, emphasizing its importance in data analysis.
• Users can designate Custom Channel Groupings as their Primary Channel Grouping, allowing for tailored analysis that suits specific business needs.
• Any modifications to the Primary Channel Grouping will apply prospectively, impacting data interpretation for comparative analyses across different time frames. You need careful consideration to ensure accurate comparisons when comparing pre-and post-adjustment data.
• Despite prioritising Primary Channel Groupings, all channel groupings remain accessible for selection from a dropdown menu, ensuring comprehensive analytical capabilities.

This update aims to enhance data organization and interpretation in GA4, though the absence of annotations could pose challenges in tracking and understanding changes over time. [Google Analytics] (first spotted by Marouf Ali & Josh Silverbauer???? )

Significant changes to UA360 features starting March (Feb 28)

Google has announced the deprecation of several critical Universal Analytics 360 (UA360) features, including advertising functionalities like importing Universal Analytics conversions into Google Ads, the real-time BigQuery connector, and certain measurement features such as creating custom tables.

This move signals a shift in focus towards Google Analytics 4 (GA4), with an urgent recommendation for users to export all historical data by March rather than the previously suggested July deadline.

Notably, the ability to add annotations within UA360 will also be removed, underscoring the importance of transitioning to GA4 for continued analytics and advertising support. [post] ( Josh Silverbauer???? )

Comprehensive advertising reports in Google Analytics 4 update (Feb 29)

Google Analytics 4 is rolling out an update to enhance advertising reports, incorporating detailed insights across paid media channels, including Google Ads, DV360, Campaign Manager, and SA360.

The Explore reports, and Data API will also offer access to this enriched advertising data, facilitating deeper analysis and strategic planning. [post] ( Tamás Geiger )

BigQuery

Google BigQuery expands its Data Transfer Service (Feb 29). Google BigQuery has enhanced its Data Transfer Service by adding native connectors for Facebook Ads, Oracle, Salesforce, Salesforce Marketing Cloud, and Service Now, facilitating direct connections without extra costs during the preview phase.

This update simplifies the data import, potentially replacing costly third-party connectors like Fivetran and Supermetrics.

Example of connecting these new source types to BigQuery. ( Luka Cempre )

Google Marketing Platform

Google Marketing Platform introduces API for automation (Feb 28)

The Google Marketing Platform (GMP) has launched a new API, enabling users to automate daily tasks directly within the GMP environment.

This update significantly streamlines operations such as upgrading properties to 360, facilitating a more efficient and seamless workflow for marketers and advertisers.

[post] ( Brian Stark )

Tag Management

Google Tag Management portfolio expands (Feb 27)

The Google Tag portfolio now boasts at least 9 distinct GTM/GT container types, offering enhanced flexibility and customization for tracking and analytics. [post] ( David Vallejo )

And ...

GA4 Renames Conversions to Key Events: Fact or April Fool?

In a surprising turn of events, GA4 has again made headlines by renaming Conversions to Key Events. Is this another April Fool's prank, or is this announcement actual?

Tips of the week

[Tip] Keeping GA4 data clean with CookieBot exclusions (Feb 29)

Many websites use third-party consent management platforms (CMPs) like CookieBot to implement consent mode, which can lead to inflated session data due to site scans. A newly discovered setting in CookieBot's documentation allows for the easy exclusion of this traffic in GA4, ensuring cleaner data analytics without extensive IP filtering. [post] ( Jan Caerels )

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