Month: March 2024

Google recently announced a simplification of Google Analytics reporting by consolidating the Advertising section, which now houses all relevant reporting for advertisers and publishers.

In conjunction with this update, Google has aligned the definition of conversions across Google Ads and Analytics, aiming to provide users with a more straightforward and intuitive experience when measuring and reporting conversions on both platforms.

Previously, there were disparities in how important events, identified as conversions in Analytics, were measured versus Google Ads conversions, resulting in inconsistencies across platforms.

Moving forward, events that track significant actions crucial to business success are now referred to as ‘key events.’ This behavioural data can be used to improve the user experience across multiple websites and apps.

The term ‘conversion’ now refers to a critical action used to assess the effectiveness of ad campaigns and optimise bidding strategies. Users can now access consistent conversion-based performance metrics in reports from both Google Ads and Analytics thanks to a unified definition of ‘conversion’.

Learn more here about the distinction between conversion and key events.

With this latest update, users are no longer required to provide a user ID before collecting user-provided data from their website or app. In cases where user-provided data is collected without a user ID, Google will now utilise the data provided to generate a hashed and pseudonymised user ID. This advancement facilitates improved cross-platform user reporting and supports conversion measurement and audience sharing.

Moreover, users now have the added flexibility to request the deletion of user-provided data using the user-provided data itself, alongside conventional identifiers such as user ID, client ID, and app instance ID.

For more information on user-provided data collection, please click here.

Google has released the first version of a new API for Google Marketing Platform users, which allows organisational administrators to:

Upgrade or downgrade properties from standard to Analytics 360.
Connect Google Analytics accounts to organisations.

Organisation details are now included in the Admin API’s accounts list, bridging the gap between the old and new Google Marketing Platform Admin APIs.

You can learn more about the Google Marketing Platform Admin API here.

As previously announced, traffic from the European Economic Area (EEA) will no longer be available for Universal Analytics 360 advertising capabilities (remarketing, conversion export, and bidding optimisation) as of March 2024. Additionally, not all traffic will be supported by several services on Universal Analytics 360, including real-time BigQuery export and reporting as well as API.

Find out more about the features that Universal Analytics 360 has discontinued.