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...
sunset
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...
Universal Analytics still processing data one month after ‘sunset’
Universal Analytics is still processing data two months after Google advised it would sunset. Google had warned that everyone would be forced to migrate over to Google Analytics 4 by July 1 or else they would lose the ability to track the performance of their websites and campaigns....
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...