So what’s new in the digital world in March?<\/p>\r\n
Google announced the depreciation of Universal Analytics and the URL Parameters Tool,\u00a0 Youtube is dropping Maximize Lift bidding, Meta is testing new tools to give brands control over ad placements on its platform, and much more!<\/p>\r\n
Let’s get you up to speed.<\/p>\r\n
\u00a0<\/p>\r\n\r\n
– Jean-Baptiste Brasseur<\/span><\/p>\r\n “Given that Universal Analytics is doomed to become obsolete and will no longer be updated, it is high time to get familiar with Google Analytics 4. What has changed since the release of GA4? Should I still use Universal Analytics?”<\/p>\r\n – Jochen Fostie<\/span><\/p>\r\n “For a lot of Google Ads accounts we audit, either as part of a client contract or for a pitch, we notice that a big majority of the total budget is going to Branded traffic. At first sight, the results are also great, driving a majority of the tracked hard conversions at a very low CPL. But is Branded Paid Search really growing the revenue\/business of our clients?”<\/p>\r\n <\/p>\r\n <\/span><\/p>\r\n\r\n – CNBC<\/span><\/p>\r\n “The European Union and the U.S. on Friday announced they had agreed \u201cin principle\u201d to a new framework for cross-border data transfers, providing some much-needed relief for tech giants like Meta and Google.”<\/span><\/p>\r\n – noyb.eu<\/span><\/p>\r\n “It is regrettable that the EU and US have not used this situation to come to a ‘no spy’ agreement, with baseline guarantees among like-minded democracies. Customers and businesses face more years of legal uncertainty.”<\/p>\r\n – TechCrunch<\/span><\/p>\r\n “Since Google is not making any privacy changes mandatory, it is basically asking advertising companies to voluntarily stop collecting data on users. If advertisers wanted to do that, they could make that change today. Advertisers don’t actually need to wait for a technical solution to be finished.”<\/p>\r\n <\/p>\r\n – Krista Seiden<\/span><\/p>\r\n “Google has announced that Universal Analytics will stop collecting new data on July 1, 2023 for free GA customers. That means you have ~15 months to prepare.”<\/p>\r\n – Search Engine Journal<\/span><\/p>\r\n “With the deprecation of Universal Analytics coming in July 2023, Google has introduced a new integration of Google Analytics 4 and Search Ads 360.”<\/p>\r\n – Search Engine Roundtable<\/span><\/p>\r\n “Google Analytics 4 now allows you to link Google Analytics to Google Merchant Center, in addition to other Google products.”<\/p>\r\n – Google Search Central Blog<\/span><\/p>\r\n “We’re deprecating the URL Parameters Tool in Search Console in 1 month. There’s no action required from the current users of the tool.”<\/p>\r\n – Search Engine Journal<\/span><\/p>\r\n “Google confirms the page experience update finished rolling out to desktop search results. Positive or negative shifts in desktop search rankings, occurring on or after March 3, could be attributed to Google\u2019s page experience update.”<\/p>\r\n – Search Engine Land<\/span><\/p>\r\n “Google will be ending support for Maximize Lift bidding for YouTube, leaving a TrueView, in-stream ads option behind as YouTube continues to enhance its ad offerings.”<\/p>\r\n – Social Media Today<\/span><\/p>\r\n “Google\u2019s adding some new tools for eCommerce brands, including a new ratings program for online shopping experience and additional insights into key product trends to help inform your pricing and marketing strategies.”<\/p>\r\n <\/p>\r\n \u00a0<\/p>\r\n\r\n – Search Engine Journal<\/span><\/p>\r\n “Google is working on ways to show more short-form video in search results, saying it\u2019s a clear and concise format for satisfying certain queries.”<\/p>\r\n – Search Engine Roundtable<\/span><\/p>\r\n “Google’s John Mueller said that you should keep old URLs that have been redirected elsewhere in your XML sitemap file temporarily (one to three months) and not long term.”<\/p>\r\n <\/p>\r\n – TechCrunch<\/span><\/p>\r\n “Meta says it will begin testing new content tools designed to give advertisers control over where their ads are shown on Facebook and Instagram feeds. The tools will allow companies to prevent their ads from being placed next to unsuitable content, such as posts about politics, tragedy or violence.”<\/p>\r\n – Digital Information World<\/span><\/p>\r\n “TikTok is now launching search ads for some of its selected partners. This new option rolled out by TikTok means more and more TikTok advertisers would now be able to selectively target their searchers, who are on the lookout for specific terms.”<\/p>\r\n <\/p>\r\nDoes branded paid search bring in incremental traffic?<\/a><\/strong><\/h3>\r\n
Data & privacy<\/h2>\r\n
EU and U.S. agree to new data-sharing pact, offering some respite for Big Tech<\/span><\/span><\/a><\/strong><\/h3>\r\n
“Privacy Shield 2.0”? – First Reaction by Max Schrems<\/span><\/span><\/a><\/strong><\/h3>\r\n
Google starts global tests of Privacy Sandbox ad targeting<\/span><\/span><\/a><\/strong><\/h3>\r\n
Google-related updates<\/h2>\r\n
RIP Universal Analytics, Hello GA4<\/span><\/span><\/a><\/strong><\/h3>\r\n
New Integration For GA4 And Search Ads 360<\/span><\/span><\/a><\/strong><\/h3>\r\n
Google Merchant Center Integration Live For Some In Google Analytics 4<\/span><\/span><\/a><\/strong><\/h3>\r\n
Spring cleaning: the URL Parameters tool<\/span><\/span><\/a><\/strong><\/h3>\r\n
Google Page Experience Update \u2013 Desktop Rollout Complete<\/span><\/span><\/a><\/strong><\/h3>\r\n
YouTube to drop Maximize Lift bidding<\/span><\/span><\/a><\/strong><\/h3>\r\n
Google Adds New Seller Performance Badges, New Pricing Insights for eCommerce Brands<\/span><\/span><\/a><\/strong><\/h3>\r\n
SEO<\/h2>\r\n
Google May Surface More Short-Form Video In Search Results<\/a><\/strong><\/h3>\r\n
Google: Keep Old Redirected URLs In Sitemaps Files Temporarily<\/span><\/span><\/a><\/strong><\/h3>\r\n
Social Media news<\/h2>\r\n
Meta to test new tools to give brands control over ad placement on its platforms later this year<\/span><\/span><\/a><\/strong><\/h3>\r\n
TikTok Launches \u2018Beta Testing\u2019 For Ads In Search Results For Selected Partners<\/span><\/span><\/a><\/strong><\/h3>\r\n
Tools<\/h2>\r\n
New Google Ads scripts experience<\/span><\/span><\/a><\/strong><\/h3>\r\n