An Adswerve collaborative blog from: Jeff Stuart & Lauren Stone Adswerve recently attended Google Marketing Live (GML) and we were excited that Performance Max (pMax) and (not surprisingly) artificial intelligence (AI) were hot topics. Google’s AI has been a game-changer in the advertising industry, a fact that was underscored at this year’s GML. In this blog, we delve into our takeaways from the event, from the evolving capabilities of Performance Max campaigns and Google Ads, to how innovative advancements in AI are redefining the future of search advertising. Join us as we uncover the ..read more

Are you hesitant to make the move from Universal Analytics (UA) to Google Analytics 4 (GA4)? Is something holding you back from adopting GA4’s advanced BigQuery (BQ) capabilities? If you answered yes to either of these questions, this webinar can help.  In “GA4 Unleashed: Overcoming Hesitations,” Adswerve Sr. Analytics Manager Emmilly Best and Sr. Data Scientist Luka Cempre share tips on how you can move past common roadblocks on your transition to GA4 and begin using advanced integrations like the GA4 BigQuery Export. You’ll learn about the following: Ways to overcome common hesitations ..read more

With the sunset of Universal Analytics (UA) looming, many are starting to dive deeper into Google Analytics 4 (GA4). One of the more talked about features is that it allows users to specify the attribution model that is used in assigning credit for conversions to different ads, clicks and other events that factor into the user’s path to conversion. While some attribution models are as simple as assigning all of the credit for a conversion to the last ad a user saw, it is possible to utilize more sophisticated attribution concepts. In this article, I will describe a few of the default attributi ..read more

Google has completely overhauled conversion tracking for Google Analytics 4 (GA4), implementing some much-needed flexibility as well as impactful features and functionality that were unavailable in Universal Analytics. The new conversion events model gives marketers powerful tools for analyzing user behavior for critical insights to make smart, data-driven decisions for their business. Goals in UA Before we dive into what’s new with conversion tracking in GA4, let’s quickly review how goals work in Universal Analytics. Limit of 20 goals per view Limited types of goals that can be created (des ..read more

Are you hesitant to make the move from Universal Analytics (UA) to Google Analytics 4 (GA4)? Unsure about how to go about adopting GA4’s advanced BigQuery capabilities? We can help.  Join our upcoming webinar, “GA4 Unleashed: Overcoming Hesitations” on May 25th at 1 pm (EDT). Adswerve Sr. Analytics Manager Emmilly Best and Sr. Data Scientist Luka Cempre will share how you can move past common roadblocks on your transition to GA4 and begin using advanced integrations like the GA4 BigQuery Export. Join us to learn more about: The latest updates to GA4 and its integration with BigQuery Solu ..read more

We’ve got some exciting news to share. Adswerve has been named one of AdExchanger’s 2023 Top 50 Programmatic Power Players! This annual list recognizes the most innovative and effective companies in the programmatic advertising industry, and we couldn’t be more thrilled to be a part of it. AdExchanger’s Top 50 Programmatic Power Players is the digital marketing industry’s definitive list of the best agencies, strategic partners, technology service providers and consultants of the year. Companies were chosen based on the strength and breadth of their offerings, as well as their documented case ..read more

With the rising amount of services offering exports to BigQuery, among others, Google Analytics 4 now offers the export to free and paid customers. It is important to be aware of how much you are spending on your BigQuery analysis when connecting that data to visualization tools, how to control and how to optimize those reports. There are two different models of paying for BigQuery analysis, flat-rate which is being replaced by editions and on-demand. In this article, I will focus on the on-demand cost model, but the practices described apply to both models. The easiest way to see the impact o ..read more

Since the release of Google Analytics 4 (GA4), Google has continued to refine and enhance its capabilities, making it one of the most exciting analytics solutions on the market. And with the sunset of Universal Analytics (UA) right around the corner, it’s time to make sure you’re ready to transition and take full advantage of everything GA4 offers. To help you along your GA4 journey, we updated our recent GA4 overview guide to include the latest GA4 features, updates and integrations that can immediately impact your campaigns. Plus, we added all-new pro tips from our GA4 experts. Our updated ..read more

Customizing Formulas and Bid Strategies with SA360 As a leading Google Marketing and Cloud partner, Adswerve helps thousands of digital marketers, data analysts, and agencies make stronger connections with their customers through successful data-driven strategies. Recently, we worked with Ovative Group, a Minneapolis-based digital media and measurement company, to help online meat delivery service Crowd Cow drive new customer acquisition using Google Search Ads 360 (SA360). The Challenge  Tasked with managing Crowd Cow’s paid search and shopping campaigns, Ovative needed to generate new ..read more

Demystifying Data and Media with Brian and Gord Welcome back to our Adswerve vlog series on Demystifying Data and Media with Brian and Gord! In our first episode, we covered server-side GTM and explained how it can help you streamline your measurement and data collection processes. We hope you found it helpful and informative. In this episode, we’ll be discussing another important topic in the world of digital marketing – What should be in my marketing data warehouse? As you may already know, having a well-structured and organized marketing data warehouse is crucial to making informed decision ..read more