Paid Media Roundup: Countdown to GA4 & more

Tuesday, March 28, 2023


Written by

Senior Paid Media Specialist

1. The countdown to GA4 is on

As our very own Rhodri Lloyd announced recently, there's now less than 100 days to transition over to GA4, before Universal Analytics is sunset. If you haven't set up GA4 yet, please prioritise this - losing out on valuable data will have more of an impact than you probably think! 

2. GA4 full cross-channel conversion credit

Recently we shared that GA4 have changed from their standard last non-direct click import from GA4 to Google Ads to full cross-channel conversion credit import. If you're using a linear attribution model, Google will get 0.5 conversions and 50% of the conversion value for this journey now. 

3. AI ad copy recommendations

Discovered by Chaitanya Vanga on LinkedIn, this feature is apparently in Beta and lets Google's AI generate ad copy by using keywords that are related to your product or service.

4. Mixed ad formats

John Moran  kindly shared that there's a new YouTube ad campaign type in Alpha!

"This is called "Mixed Formats". This allows you to show Skippable ads to your audience who normally doesn't skip videos, and Non-Skippable Ads to your audiences who normally skip videos".

5. Instagram Contextual Keyword Ads

Instagram is testing contextual keyword ads in search results. For instance if users are searching for skin care, a relevant ad can appear in their results.