Recent Google, TikTok, and YouTube Changes May Impact Your Marketing Strategy

Hi, I’m Doug Campbell, and this is the Colling Media Marketing Minute.

Google Analytics

Google Analytics is removing click, linear, time decay, or position-based attribution from GA4. They’re also being removed from Google Ads by the end of the quarter.

It’s important to marketers because these attribution models don’t include factors contributing to conversions and can produce inaccurate results, impacting marketing decisions.

We recommend using data-driven attribution instead because it includes the timing of the touchpoint, the conversion value, and the user’s journey giving more accurate reporting.

TikTok

TikTok launched TikTok Shop, allowing users to buy products directly from the app. If you’re using TikTok to drive traffic to a website, this could cannibalize sales.

So, seriously consider getting in on selling products on TikTok Shop. It’s a great way to reach new customers and increase sales.

YouTube

Not to be outdone, YouTube launched “Shoppable Videos,” allowing users to buy products directly from videos. “Shoppable Videos” is another big opportunity for businesses to reach new customers and increase sales.

So, the lines between content platforms and shopping platforms are blurring. Marketers need to embrace new platforms to stay competitive. Embrace now or play catch-up later.

To learn more about Digital Marketing Services, contact us at Colling Media today!