Measurement, attribution and analytics
Today’s edition
AI models and machine learning have reshaped ad campaign measurement. It’s now commonplace for advertisers to set up campaigns with a budget and a cost-per-acquisition goal on all the walled gardens and on third-party programmatic platforms, with AI modeling…
Google Analytics now supports app conversions in its performance and attribution reports.
Gemini's new UTM parameters give site owners clearer attribution for traffic coming from Google's AI platform.
Google has updated its documentation on AI-generated content, reminding site owners to manually fact-check all AI content for accuracy before publishing, due to the risk of hallucinations.
Google Search is showing a new prompt that asks users to take practice quizzes in AI Mode, carrying content from Search results into a prefilled quiz prompt.
Scaled AI creative production is becoming ordinary among CMOS outside the billion dollar club.
Tracking B2B revenue shouldn’t feel like chasing moving targets. Integrate's Mehul Nagrani breaks down attribution reality and future of B2B demand gen.