TikTok has New Measurement Options, X Loses Advertisers & Clicks Impact Google Rankings
TikTok Rolls Out New Measurement Options
TikTok has begun rolling out new measurement options. Advertisers can now update attribution models and measurement windows for different conversion actions, such as views vs clicks. TikTok is also integrating a new measurement called Engaged View-Through Attribution helping brands determine the impact of high-quality impressions where a user views at least six seconds of an ad.
X Loses Advertisers
After making recent strides in terms of revenue and profit, X lost several large advertisers in the past week. Reports from a third-party watchdog claimed that brands had ads appearing alongside less-than-savory posts, and brands such as Apple, IBM, the US Government and others are pulling advertising dollars. Can a platform that claims to espouse free speech find a way to respect the wishes of advertisers that pay its bills? Or will this simply amplify the trend to ad-free subscriptions.
Clicks Impact Google Rankings
Leaked slides reportedly from an internal presentation appear to suggest that Google does in fact use clicks as a ranking signal, and has been doing so for years. It has been an ongoing debate for quite some time as this would make sense, but could also be gamed to negatively impact user experience. If true, it suggests that websites should update title and meta description tags to focus more on capturing a click and less on keyword density.