July Round-up: Attribution Updates, Ads in Maps & AI Engagement

Our first curated newsletter has hit inboxes, detailing all of the latest need-to-know information and sharing all the necessary thought leadership from the world of Digital Marketing. Covering everything from recent Google Analytics modifications to the integration of AI on social media platforms - you can delve deeper into the details below.

Google Analytics Update To Improve Paid Search Attribution

Google has recently announced updates to GA4 attribution models to address several issues with paid search conversion tracking. One common problem has been attributing conversions to organic channels instead of paid search due to a unique click identifier not persisting across multiple pages.

These updates aim to provide a clearer understanding of the impact of paid search campaigns, enabling you to optimise them based on more reliable data.

For more information on this update, you can check out Search Engine Journal.

Google Maps Tests New Pop-Up Ads

Several users have noticed a new ad format while travelling, featuring a pop-up notification suggesting a detour to a nearby petrol station or food establishment, even if there was no prior interest in these locations when setting a destination.

Similar formats have been present on competitor apps like Waze for a number of years, but some have reported these ads only appearing when the vehicle is at a standstill.

A Google representative clarified that these ads do not intrusively pop up; they only expand if tapped on and disappear quickly if not.

You can read more about this over at Android Authority.

Meta Provide AI Engagement Assistant for DIrect Messages

Meta has announced a new AI feature in an attempt to streamline the query process for brands. The Question and Answer feature, based on the most popular questions businesses receive via the Messenger platform, has been created to help brands tap into the rise of the direct message from customers or users.

The tool is a more advanced version of the 2016 Messenger Bots platform which can help to save time in engagement, drive more orders and require less human intervention. The response engine should be able to cover a broader range of queries than the previous tool.

You learn more about the news via Social Media Today.

How to Understand and Address Google Algorithm Updates

There is a Google Core Update set to be released in the coming weeks, making broad changes to the search algorithm and potentially impacting organic performance.

Understanding why Google algorithm updates are important, what best practice there is in SEO strategy and understanding what the experts think the best way to address an update is could help you to not make common post-update mistakes.

Learn more about how to understand and address Google algorithm updates in our blog.

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