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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.
Google Ads has announced two new brand settings that will help advertisers better control where their ads appear and improve their reporting. Brand restrictions for broad match and brand exclusions for Performance Max.