Don’t Panic! Google Analytics 3 is Dead

Google really love to shake things up, and if Google Chrome’s deprecation of third-party cookies wasn’t enough, they’ve now announced they’re killing off Google Analytics v3. To be fair, Google Analytics v4 (or “GA4”) was announced in 2019, but has largely been seen as “in progress”, “beta”, and “not ready for prime time”. Regardless, Google…

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Bye FLoC, Hello Topics API

Google have decided to drop the troublesome FLoC, something we had been expecting since last Summer. Instead, Google are going for yet another proprietary form of profiling/targeting baked into their Chrome browser. It looks like it may do a better job of solving the GDPR issues that were preventing EU testing, but it won’t do…

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Marketers Reaction to Google Ads Adopting Data-Driven Attribution

There have been some interesting comments (including one from myself) in the Drum this week. Let’s be realistic though, Google is clearly positioning this as a “win” for marketing, but their main driver is that it will improve the performance of generic campaigns and keywords, and mean that marketers will be more willing to invest…

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The Future Of Marketing Attribution

Marketing attribution has always been imperfect, but as consumer behaviours continue to evolve, and the landscape shifts, perhaps the impending demise of the cookie is an opportunity to reassess and pivot.  Attribution has always been a messy affair, but the objective is simple; to assess which marketing channels and creative executions are influencing consumers and…

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