April 2023: What's new in the world of digital
Posted on 3rd May 2023 at 09:55
It has been a busy April in the world of digital marketing and we mark it with a bumper edition of the Digital Revolution, with 3 headline updates about Google and Instagram, with a bonus update as well.
Google to sunset legacy attribution models
What is it?: Google announced on the 6th April 2023 that First Click, Linear, Time Decay and Position Based attribution models will be deprecated. This will start from May in GA4 and June in Google Ads.
Why is it important?: These models have been available to use in Google Analytics and Ads for many years. Whilst Google have confirmed one of the reasons for deprecating is low adoption levels, we know that some of the models (especially first click and position-based models) have been popular for brands to use for business reporting and decision making.
What action should you take?: We would advise that brands initially compare the data driven model vs. both last click and your preferred multi-touch point model to understand the differences. This is essential to understand potential changes in budgeting and optimisation. Alternatively, the creation of your bespoke model could be considered.
Discover more: Google to Sunset 4 Attribution Models
New Instagram features announced to enhance Reels
What is it?: On the 13th April 2023 Instagram announced 4 new features to support the promotion of reels.
Discover Trending Hashtags and Audios – a dedicated destination to support content creators
Reel Editing - streamlining ways to improve the workflow and speed of creating Reels
Audience Engagement – expansion of gifts
Measuring Success – two new metrics to support reel evaluation, including total and average watch times
Why is it important?: According to Sprout Social, 49% of consumers and 59% of brands are planning to use Reels more, due to the increased engagement that is seen from the reel format. Instagram has recognised the need to make it easier not only to produce Reels, but also to make decisions based on data. These updates will certainly be music to the ears of brands, with the increase in Reels not automatically turning into the increase in resource required to create content.
What action should you take?: All of these new features are openly available to all Instagram accounts and we recommend that you start to take advantage of these immediately.