sunset

LinkedIn to sunset lookalike audiences

LinkedIn to sunset lookalike audiences

LinkedIn will discontinue lookalike audiences on February 29. Why we care. Before March, advertisers must modify their audience targeting strategy, as they will no longer be able to create new lookalike audiences or edit existing ones. What are lookalike audiences? A lookalike audience...

UA sunset, Google on trial, X’s downfall and more

UA sunset, Google on trial, X’s downfall and more

The PPC community had a rollercoaster year in 2023. Google stirred things up by shaking cushions and discreetly adjusting ad prices, and the entire industry faced a major shift with the sunset of Universal Analytics, forcing everyone to transition to Google Analytics 4. It’s fair to say...

UA sunset, Google on trial, X’s downfall and more

Google to sunset 4 attribution models in Ads and Analytics

Google will soon retire four rules-based attribution models in Google Ads and Google Analytics: First-click. Linear. Time decay. Position-based. Why we care. This will impact anyone who still uses these models in Google Ads. Anything that isn’t last-click will be much harder to track...

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