If users refuse to consent to tracking, gaps in the evaluations will inevitably arise. Google wants to close these gaps with the help of modeling. What is already possible for conversions will also be introduced in other areas of Google Analytics in the future.
Assessment: In principle, this sounds sensible and possible. It will be interesting to see whether new insights can really be gained here or whether it amounts to a kind of extrapolation of the normally recorded user behavior.
Time horizon: "coming late 2021"
6 | Google Analytics: Advertising Overview
A new area in Google Analytics is intended to bundle all advertising-related information. This includes looking at different channels. Google Ads is not the main focus.
Assessment: A central overview for advertisers is certainly not a bad idea.
Time horizon: "coming soon"
7 | Attribution models with YouTube and display
All attribution models will soon also take YouTube and display campaigns into account. This will also apply to in-app conversions.
Assessment: This has taken a long time and is of course belgium phone number data a welcome addition. In the beta phase, it was possible to get a small insight into the channels of smart shopping campaigns in this way - it would be nice if it stayed that way.
Time horizon: "coming soon"
8 | RSA + Broad Match + Smart Bidding = Growth
To grow, advertisers should use responsive search ads in conjunction with broad match and smart bidding. Specifically, it recommended providing one excellent responsive search ad and four ad extensions.
Assessment: No, this is not news. Nevertheless, I find it remarkable how specific Google was here – there was rarely so much tactics in the keynote.
9 | The image extension is here
After a long test, Google is now rolling out the image extension globally.
Assessment: It looks good, but is rarely shown - that's how we can sum up our experience with the image extension. Nevertheless: New extensions mean new possibilities and these are certainly to be welcomed.
Time horizon: now available globally