December 20, 2022
This month, Google Analytics 4 introduced two new metrics, views and average session duration. Google Search Console has improved the Performance report. Meanwhile, LinkedIn has released three new page features, and Twitter has launched three new targeting options.
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GA4, also known as Google Analytics 4, has introduced two new metrics this month, available in explorations and reporting customisation. Carly Boddy, Google Analytics product manager, tweeter saying, “Excited to share we have two new metrics available in both Explorations and Reporting Customisation in GA4; Views per Session, and Average Session Duration”.
The two new metrics are essential as users can utilise them to optimise and measure their websites and clients’ performance. Users can also use the new metrics to build reports from scratch to meet your business’s needs.
This month Google has made improvements to its system to count clicks and impressions for the Search Console discover performance report. The Discover performance report helps users track how visible their content and articles are within Google Discover. For those unaware, Google Discover is the new name for Google Feed and is where you see all the related topics and other related items that interest you as an individual.
Google has stated, as of the 28th of November 2022, “Google has improved their system for counting Discover clicks and impressions.”. Google has also stated that users may find an increase in their Discover data, which will more accurately represent users’ sites’ appearance in Discover.
When running a website, reporting your site’s performance is crucial to maintaining and improving it. That’s why Google has made these improvements to help you monitor and count clicks and impressions. However, Google stated that the numbers might fluctuate in the new Google Discover landscape, so it might be harder to spot these changes or increases in clicks and impressions, but only for a short period.
LinkedIn has just announced it will add three new features allowing brands to promote products, monitor trends and get more out of newsletters.
The first update LinkedIn has announced is that you can publish recurring articles and increase subscribers through one-time notifications to people who already follow your page and ongoing notifications to those who already subscribe—overall, generating more newsletter subscribers.
Users can now also find product pages through an in-platform search on LinkedIn. In addition, people looking to buy products can search by product, company or category to see more surrounding their search. Users can also reshare content from your page and add posts to your product highlights.
LinkedIn is making updates to their Competitor analysis dashboard. As a result, users can better understand their competitors’ actions and how to improve their brands. The new upgrade will allow users to track follower growth, recent posts, and engagement rates to see what other brands are talking about and how their audiences have reacted to the content.
These updates will be helpful for those who use LinkedIn. B2B brands have been advised to utilise these tools to get the most out of their profiles. Due to changes, many brands will be rethinking their social strategies, and those using these new updates will be gaining vital first-party data with newsletter signups, eCommerce options, and competitor metrics.
This month Twitter launched new ad targeting options, including the one they launched back in august, the “conversions objective”, which allows advertisers to create ads and campaigns that are targeted more specifically at people who will take action and interact with the content.
Twitter said, “Website Conversions Optimisation is a major rebuild of our conversion goal that will improve the way advertisers reach customers,” specifically people who are more likely to convert on lower-funnel website actions such as ‘add to cart or ‘purchase’.
One of the new updates Twitter has made is to their Dynamic product ads. They were launched in 2016, but the latest update is more privacy-focused. This can create a better user experience and help optimise ad performance.
Twitter has also introduced an update to their Collection Ads. The format enables advertisers to share a primary hero image, alongside the smaller thumbnail images, within their posts. This means users can browse through thumbnail images via horizontal scrolling, and then when tapped, they can take users to individual landing pages.