Google Ads: Meridian Empowering Teams to Build Best-in-Class MMMs
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Google Ads: Meridian Empowering Teams to Build Best-in-Class MMMs

ByEmma Ross

Marketers face increasing complexity in measuring the full value of their cross-channel media strategies, driven largely by fragmented media consumption and ongoing privacy changes. As advertisers search for comprehensive and privacy-durable measurement solutions, Marketing Mix Models (MMMs) are experiencing a renaissance. MMMs are statistical analyses that help companies measure the holistic impact of cross-channel marketing on key outcomes like sales. According to a study…

What’s next for Analytics 360
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What’s next for Analytics 360

ByEmma Ross

Google Analytics 4 helps you understand consumer behavior across your websites and apps. It measures that activity while adapting to an evolving technology and regulatory landscape. By using Google AI, it brings you relevant insights, predicts future purchasing behaviors and solves for unknowns in the consumer process. Since introducing Google Analytics 4, we’ve continued to invest in building solutions that fit the needs of…

7 ways businesses are using Google Cloud AI
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7 ways businesses are using Google Cloud AI

ByEmma Ross

Thousands of people gathered in San Francisco this week to learn about the newest updates and technologies at Google Cloud Next 2023. Our advances in AI were a major focus especially how we’re working with other companies to bring AI technology into the real world. Here’s how companies around the globe are using Google Cloud’s AI services to move their businesses forward — whether it’s helping customers…

Google Ads: New Insights for the Holidays and Beyond
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Google Ads: New Insights for the Holidays and Beyond

ByEmma Ross

Two years ago, we created the Insights page to help you keep up with changing consumer behavior at the height of the pandemic. As the reality of the pandemic has evolved, new challenges like inflation and rapid shifts in consumer preferences have followed. This has made it more difficult than ever for retailers to balance their merchandising and inventory with fluctuating demand during this busy holiday…

Google Analytics: Turning Data into Results with Data-Driven Attribution
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Google Analytics: Turning Data into Results with Data-Driven Attribution

ByEmma Ross

As the digital marketing landscape evolves, the need for nimble and durable measurement continues to grow. This is why we made data-driven attribution our default attribution model. It uses your account’s historical data to determine how people interact with your various ads and decide to become your customers. Today, data-driven attribution is the most-used attribution model for conversions used for automated bidding in Google Ads.1 Advertisers…

Google Ads: Turn Curiosity into Customers this Holiday Season
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Google Ads: Turn Curiosity into Customers this Holiday Season

ByEmma Ross

The holiday season is the most beautiful time of the year and, for retailers, it’s also the busiest. This year has been particularly challenging for retailers and shoppers, alike, with the presence of global uncertainties like supply chain disruptions. Still, holiday shopping is poised to surge and retailers can turn to Google to drive sales. This past holiday season, 54% of shoppers used five…

Google Ads Analytics and Measurement: The future of attribution is data-driven
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Google Ads Analytics and Measurement: The future of attribution is data-driven

ByEmma Ross

In the face of a changing privacy landscape, marketers need new measurement approaches that meet their objectives and put users first. This is why we’ve invested in new tools to help you future-proof your measurement. One critical tool is machine learning, which can be used to fill the gaps in observed data and unlock new insights into consumer behavior. For example, conversion modeling powered by machine learning allows…

App Ads: New ways to grow your app business and connect with users
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App Ads: New ways to grow your app business and connect with users

ByEmma Ross

Apps have transformed the way billions of people engage with the world — making it more convenient to play your favorite game, stay connected with loved ones and buy everyday essentials. In fact, our new research shows that 63% of consumers will continue to seek out the best app experiences even once stores reopen.  But as the demand for apps grows, it’s increasingly challenging for developers…

CALL TRACKING: Which Keywords Trigger Phone Calls?
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CALL TRACKING: Which Keywords Trigger Phone Calls?

ByTaylor Reaume

Is There a Better Way to Track Your Phone Calls? Most people enjoy the sound of a phone ringing, especially in business (unless it’s the car warranty people, of course!). For entrepreneurs and small business owners, the sound of a phone ringing is a very good thing indeed. It means people are interested in your business and called to find more information, or perhaps…