Our Analytics, SEO, Social Media and SEM Blogs provide an informal platform for us to share our insights on the digital media industry. Practically every member of the MoreVisibility team contributes to one or more of our blogs with their real-time, in the trenches strategies and observations. Our goal is to provide you with up-to-date information and trusted industry opinions on what's happening in search and beyond. To stay up to date on our blog, subscribe to our feed.
As search engine marketers, we’re always on the lookout for ways to extract deeper insights from our campaigns in the effort of elevating performance. Enter Performance Max—an innovative approach that empowers us to tap into the full potential of Google Ads. However, with great innovation came great mystery. These campaigns were immediately effective in generating strong performance; however no one knew how. Over time, Google has slowly started to roll out new ways to gain deeper understanding of why these campaigns are working so well. The latest update has to do with search.
Back in 2021, Google announced that data-driven attribution would become the default attribution model for all new Google Ads conversion actions. So, why does this matter now? Up until recently, advertisers still had the option to use several rules-based attribution models for their conversion actions – but this is about to change.
GA4, or Google Analytics 4, is the latest version of Google’s web analytics platform. Effective July 1, 2023, the current version of GA (Universal Analytics) will sunset requiring everyone to use the latest and greatest from Google– except for the paid model of GA, 360. While GA4 has several benefits for healthcare marketers, there are also some potential concerns that have recently been raised. Keep in mind, most of those concerns would be similar with other well-known analytics programs, dramatically reducing the options (and data visibility) then available.