?? PPC News: Measurement (W37)

?? About PPC News ??♀?

PPC News is a collaborative project that aims to provide a free, unbiased, expert-curated resource for the latest PPC insights.

Please think of us as your guide in the dynamic world of PPC, highlighting new talents, innovation, and the essential role of paid media experts.

Have a great week ahead! ??

?? 1st Contributor:

[Issue No. 127 - Sep 9th to Sep 15th]

Events

Google Cloud's "Gemini at Work" Global Digital Event

On September 24, 2024, Google Cloud CEO Thomas Kurian will headline the Gemini at Work global digital event, showcasing how AI reshapes industries. This event will highlight key insights on the latest AI advancements, success stories from leading organizations, and important announcements about Google Cloud and Google Workspace's AI features. Participants can expect sessions on using generative AI in practical applications, strategies for AI readiness, and in-depth discussions on data privacy and compliance.

[Register here]

Looker Studio

New Funnel Visualization Coming Soon for Marketing Analytics in Looker

A major update is on the way for Marketing Analytics in Looker as Funnel Visualization will soon be available in Reports and Dashboards. This feature will allow users to visualize data in a more precise, step-by-step funnel format, making tracking conversion rates and customer journeys easier. [LinkedIn]

Alongside funnel visualizations, Looker adds new charts and visual elements to enhance reporting and analytics capabilities, offering more insights for marketing teams.

?? 1st Contributor: Sean Zinsmeister

Meta Ads

Meta Introduces Average Purchases Conversion Value

Meta has introduced a?new metric?for?Sales campaigns:?"Average purchases conversion value." This metric helps assess the average value of purchases attributed to ads by dividing the total purchase conversion value by the number of purchases.

Meta's built-in option offers more comprehensive insights with advanced capabilities such as?statistical modelling. To add this metric to your Ads Manager reports, customize the columns and select?"Average purchases conversion value." [LinkedIn]

?? 1st Contributor: Bram Van der Hallen

Data Restrictions within Meta Business Tools

Meta is implementing updates that may restrict data businesses use with the Meta Business Tools. This change could automatically limit specific parts of URLs and custom parameters, affecting targeting and reporting capabilities.

Advertisers relying on hyper-targeted UTMs should monitor paused ads and adjust strategies to comply with Meta’s evolving privacy standards. For those still accountable for detailed reporting, it's crucial to inform clients and stakeholders of these changes and potential limitations on data availability. [LinkedIn]

?? 1st Contributor: Navah Hopkins

Advertising Updates

Amplitude's New Features: Simplifying Digital Analytics

Amplitude is focused on making digital analytics more straightforward, offering a streamlined experience that removes the typical complexity. Their platform was simplified and introduced new features, such as?expert-built templates,?real-time data tracking, and?generative AI-powered insights.

With Autocapture, users can track events without requiring complex engineering setups. A natively integrated platform combines analytics, experimentation, session replay, and customer data management. Amplitude offers free access for up to 50,000 Monthly Tracked Users (MTUs), making it a scalable solution for businesses of all sizes.

Ambassador: Josh Silverbauer

Salesforce Launches Tableau Einstein with Agent-Powered Analytics

Salesforce has launched Tableau Einstein, an AI-driven analytics platform integrated with Agentforce that provides automated data insights directly within workflows. This platform aims to make data-driven decisions easier by using auto-agents and embedding real-time analytics into tools like Slack and Salesforce, improving productivity and decision-making. [Salesforce]

Tips of the Week

Systematic Spikes in GA4? Cookiebot May Be the Culprit!

If you're noticing unexplained spikes in Direct traffic in your Google Analytics 4 (GA4) reports, it could be due to Cookiebot scans. Cookiebot systematically scans your domains monthly, and these scans may show up as significant traffic increases in your GA4 reports. To prevent this, it’s important to exclude the IP addresses used by Cookiebot's scanner.

To filter out this traffic, you can apply the following regex in GA4 to exclude the relevant IPs:

^(20\.223\.9\.138|34\.(107\.102\.47|141\.10\.24|159\.(86\.126|168\.195|247\.222))|35\.(198\.(78\.207|137\.6|160\.49)|246\.(143\.2|191\.14)))$        

[LinkedIn]

?? 1st Contributor: Michele Pisani

GA4 UTM Behavior: Duplicate Parameters Explained

In Google Analytics 4 (GA4), when a URL contains duplicate UTM parameters, GA4 processes only the last occurrence of the duplicate. For example, in the URL yourURL?utm_source=a&utm_source=b, GA4 will record "b" as the value for utm_source.

This behavior contrasts with JavaScript’s handling, which may combine duplicates into a single string (e.g., "a,b"). While this may result from mismanagement of UTM creation tools, it’s important to understand that GA4's default setting prioritizes the last instance of the UTM parameter. [LinkedIn]

?? 1st Contributor: Michele Pisani

?? That's it for this week!

Now, you are ready to kick-start your week with all the knowledge unpacked.

Hopefully, with a bit of comfort and some new ideas in mind.