Join us as we bid farewell to summer with the latest highlights from the ever-evolving world of digital marketing. In this September update, we’ll continue to guide you through the intricacies of GA4, address concerns about the diminished prominence of FAQs in search engine results pages (SERPs), and share key developments in the digital advertising landscape. Welcome to the digital marketing insights of September!

Analytics FAQ’s

As the transition from Universal Analytics to GA4 gains momentum, certain questions keep cropping up. Here are some of the most frequently asked questions:

1. Why Do I Have Two GA4 Properties?

Google automatically creates GA4 properties linked to Universal Analytics accounts unless you opted out. Check for automatic generation in GA4 > Admin > Property Change History and consider deleting duplicates.

2. How Long Can I Access Universal Analytics Data?

8 Access to Universal Analytics data and properties will cease on July 1, 2024.

3. How Can I Learn More About GA4?

Google offers a course titled “Get Started Using Google Analytics.” Additionally, resources from Julius Federovicius/AnalyticsMania, Love’s Data’s GA4 mini course, and our own GA4 coaching service can help you master GA4.

4. Why Do Session Counts Differ?

Session counts in GA4 can vary due to dimension segmentation, session ID spanning, and user-scoped dimensions. Understand that the Sessions metric is an estimate and should be used for trend analysis rather than precise numbers.

For more FAQs and detailed insights, refer to our previous digital marketing industry updates blog.

Paid Media

1. Meta Introduces Competitive Content Research Tool

Meta has launched a search tool within the Ads Library, allowing users to explore branded content of businesses. This move aligns with Meta’s efforts to enhance transparency in response to EU government pressures for safer digital spaces.

2. Meta Testing Multi-Advertiser Ads

Meta is experimenting with a new ad format on Instagram, featuring multiple advertisers side by side. While this could lower cost per impression, its impact on engagement and conversion rates remains uncertain.

3. Google to Limit Ad Serving from New Advertisers

Google has introduced a Limited Ads Serving policy to reduce misleading ads, particularly from new accounts with unclear brand relationships. Legitimate advertisers should benefit from this initiative.

4. Political Ads Return to X/Twitter

X, formerly known as Twitter, will no longer ban political advertising in the US, citing a commitment to free speech. Ad costs across platforms tend to rise during political seasons due to increased competition.

5. Amazon Sponsored Product Ads Expand Reach

Amazon Sponsored Product Ads will now appear on platforms like Pinterest, BuzzFeed, and Lifehacker, automatically expanding advertisers’ reach. While this is positive for Amazon advertisers, it may impact costs for existing Pinterest advertisers.

SEO

1. Google Rolls Out August 2023 Core Algorithm Updates

On August 22, 2023, Google initiated the August 2023 core algorithm update, which may take up to two weeks to affect all sites. This update could influence impressions and traffic, emphasizing the importance of content quality. Focus on improving E-A-T (Expertise, Authoritativeness, Trustworthiness), meta tags, and content freshness for impacted pages.

2. Google Reduces Visibility for HowTo and FAQ Rich Snippets

Google has limited rich snippet visibility for HowTo and FAQ schema, reserving them for authoritative government and health websites. This change may result in decreased clicks for pages that benefited from these rich results. Keep an eye on affected pages and consider content updates and other schema types to maintain search presence.

The dynamic landscape of digital marketing constantly presents new challenges and opportunities. Stay informed and adaptable to navigate these changes effectively.