Conversion tracking, analytics and reporting changes. Understand what the numbers represent before making your next optimisation decision.
Meta Ads
Meta has released a new breakdown, "Business AI," that shows whether its AI tools helped drive conversions. The breakdown indicates if Advantage+ creative, automatic text and format optimisation, and delivery optimisation contributed to results.
Google Ads
Microsoft Advertising has added URL options and tracking templates at the asset group level for Performance Max campaigns. Advertisers can now submit tracking parameters and custom parameters to split data by asset group, extending functionality previously available only at the campaign and ad group level.
Amazon Ads
Amazon has retroactively announced changes to view-based attribution for VCPM campaigns, including some Sponsored Brands and Sponsored Display types. The enhanced attribute model uses algorithmic signals and a shorter tracking window than the previous 14 days.
Google Analytics
GA4 is rolling out new features in the Advertising area, currently in beta. Budgets now allow projections and scenario planning to forecast how budget allocation affects results.
Meta Ads
Meta has introduced a new breakdown option that displays results by attribution settings in rows rather than columns. The feature includes a 2-7-day click row that shows the difference between 7-day and 1-day click results, making attribution analysis more straightforward.
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