Paid Media Roundup: Google Ads & GA4 updates

1. Only Data-Driven & Last Click Attribution Will Remain

On both Google Ads and GA4, first click, linear, time decay and position-based attribution models will be removed from September 2023. However in June, advertisers will lose the ability to select them when assigning attribution models for conversion actions. 

Google said less than 3% of Google Ads conversions go through these models, with the majority of advertising now using data-driven combined with auto bidding. 

2. New counting method for GA4

GA4 now have two counting methods to choose for conversion events; Once Per Event and Once Per Session. Similar to what you'd select when setting up conversion actions in Google Ads.

3. Vehicle Ads

Only available in Canada at the moment, Google has introduced vehicle ads this month. They'll expand to more countries at a later date, so watch this space.

Google said: Vehicle ads are a performance focused, omnichannel, lower funnel ad format which allows auto advertisers to promote their entire inventory to interested customers shopping for vehicles on Google.com.

4. A few advertisers on LinkedIn have seen new features which might be rolled out soon, including:

• Editing text assets for RSA's, directly from the Assets Details screen - allowing advertisers to make edits whilst viewing all important performance data.

• Creating a lead form audience segment, to retarget users who have previously submitted a lead form.

• See audience insights directly in the asset library (relies on having lots of data).