Google has announced that, from December 1st, GA4 reports are going to change, as they introduce an update concerning reporting and attribution. Google will launch a new schema compatibility change that will impact the dimensions and metrics of certain scopes.

Millennials, which we can roughly define as those born roughly between 1981 and 1995, are a unique generation as an audience for marketers. Raised in an era of exponential technological shifts, the majority of Millennials grew up with limited or nascent internet access, and became a large consumer base at the onset of the eCommerce and social media booms of the early and mid 2000s, respectively.

Falling on the last Friday of November each year, Black Friday is one of the largest Pre-Christmas shopping events celebrated across the world and wider digital space. Often recognized as ‘kickstarting’ the festive shopping season, retailers fight for every eyeball, click, and conversion over Black Friday – ramping up their eCommerce efforts in a bid to out-compete their competitors.

In September Incubeta took to the stage at our latest event Tomorrow’s World – hosted at Google’s HQ office in Kings Cross. Joined by several phenomenal brands we took a step back from the fast lane of digital to share informed predictions on tomorrow’s world.

Google has today announced that, come May 2023, Google Ads will no longer generate similar audiences (also referred to as ‘similar segments’) for targeting and reporting. Instead pushing to alternative, more powerful and durable automated solutions such as optimized targeting, audience expansion, and Smart Bidding. 

Google today announced the Universal Analytics (UA) 360 sunset date will move from October 1st, 2023 to July 1st, 2024 – giving marketers an additional nine months access to UA before having to switch over to GA4 as their full time cross-platform analytics solution. The date of when Standard Universal Analytics properties will stop processing new hits remains the same – July 1st 2023.