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Google Ads now defaults conversion values to use Google Analytics 4 data
Understanding this change is crucial because it alters how conversion value is attributed across platforms, directly affecting campaign reporting and optimisation decisions. Implementing the preferred setting ensures your data remains accurate and aligned with your attribution strategy.
When creating new conversions, Google Ads will now automatically select “use the value from the Google Analytics 4 property,” generating a new key event called conversion_event_add_event. This integration allows conversion values to flow directly from your GA4 property rather than being defined within Google Ads itself.
To ensure proper functionality, advertisers must track and send GA4 conversion data correctly; without this, conversions may not be recorded as intended. Industry experts recommend overriding the default by selecting “Use Google Ads only” during setup if you prefer to keep all tracking within Google Ads.
The feature is rolling out gradually, so it may not yet appear in all accounts. Marketers should review their conversion settings now to confirm alignment with their tracking needs and attribution models, avoiding unexpected discrepancies in campaign performance metrics.
https://support.google.com/google-ads/answer/10632359?hl=en-GB
Facebook launches Graph API v23.0 and Marketing API v23.0 for developers
This update matters because it introduces new monetisation metrics and expanded budget flexibility, enabling better revenue tracking and adaptive ad spend. Implementing these enhancements can help campaigns leverage more precise earnings data and respond dynamically to opportunity days.
The major addition is the content_monetization_earnings metric, allowing creators to measure page- and post-level earnings based on qualified views, total plays and interactions. A complementary monetization_approximate_earnings metric provides an overview of revenue sources excluding bonuses.
Daily budget flexibility has increased from 25 per cent to 75 per cent of the original ad spend, letting advertisers capitalise on high-opportunity days while maintaining a weekly cap. Meta also introduces Advantage+ campaign combinations, automated age and gender targeting for specific objectives, and explicit audience behaviour settings.
Developers will need to adjust to replacing legacy Instagram User IDs with IG User IDs and adapt to updated error codes in Cloud API and MM Lite API. Several endpoints and SDK versions face deprecation, so migration to v23.0 is essential to avoid service disruptions.
https://developers.facebook.com/blog/post/2025/05/29/introducing-graph-api-v23-and-marketing-api-v23/
Google resolves AI Mode traffic attribution issue in Analytics
Companies must be aware because accurate source attribution underpins informed budget allocation and channel performance assessment. Implementing corrective monitoring and annotation safeguards ensures that organic search traffic from AI Mode is correctly captured.
The bug arose when Google added rel=”noopener noreferrer” to AI Mode search result links, causing Google Analytics to misattribute organic visits as direct traffic. Google has now removed the “noreferrer” attribute, restoring proper source tracking.
SEO experts including Aleyda Solis confirmed the fix and advise website owners to double-check analytics configurations. It is prudent to annotate your analytics timeline to record the change, enabling clear comparison of pre- and post-fix traffic patterns.
Moving forward, marketers should monitor fluctuations in organic versus direct traffic to validate that AI Mode referrals are correctly classified. Consistent oversight will help maintain confidence in performance reports and inform future optimisation strategies.
https://www.businesstechweekly.com/technology-news/google-fixes-ai-mode-traffic-attribution-bug-in-analytics-impacts-and-strategic-responses-for-marketers/
Google launches AI Mode for shopping with virtual try-on using personal photos
This innovation is important because it combines advanced AI visualisation and seamless checkout to elevate user engagement and conversion rates. Adopting these tools can deliver personalised experiences that drive shopper confidence and reduce purchase hesitation.
AI Mode merges Gemini AI with Google’s Shopping Graph of over 50 billion hourly-updated listings to present tailored, visually rich product panels. Query fan-out refines suggestions based on factors like weather or travel needs, while real-time updates keep recommendations fresh.
The agentic checkout feature allows shoppers to set price-tracking preferences by size, colour and budget, receiving alerts on price drops and completing purchases securely via Google Pay. This end-to-end automation streamlines the path to purchase without leaving the merchant’s site.
The standout virtual try-on capability uses a custom image model to overlay apparel onto users’ uploaded photos, accurately reflecting fit and drape. Launching soon in Search Labs in the US, it enables shoppers to try on shirts, trousers, skirts and dresses, save looks or share them for feedback.
https://blog.google/products/shopping/google-shopping-ai-mode-virtual-try-on-update/
Google Launches AI Max for Search campaigns
Awareness of AI Max is key because it supercharges keyword reach and creative optimisation with minimal manual effort. Implementing AI Max can expand your campaign’s footprint and boost conversions through intelligent asset generation and URL relevance.
Search Term Matching uses broad-match and keywordless technology to uncover additional high-performing queries, learning from your existing keywords, creative assets and landing pages. The asset optimisation panel auto-generates headlines and descriptions with clear calls to action, while final URL expansion directs users to the most relevant pages on your site.
Advertisers activating AI Max typically see a 14 per cent increase in conversions or conversion value at similar CPA or ROAS, with exact-and-phrase keyword campaigns achieving up to 27 per cent uplift. Enhanced controls let you specify geographic intent, brand associations and URL parameters for deeper insight and precision.
Early adopters like L’Oréal achieved twice the conversion rate at 31 per cent lower cost-per-conversion, while MyConnect drove 16 per cent more leads at a 13 per cent lower CPA, unlocking net-new search opportunities. These results showcase AI Max’s ability to discover untapped queries and refine ad relevance.
https://blog.google/products/ads-commerce/google-ai-max-for-search-campaigns/
Google Marketing Live 2025 complete recap of all updates
This event is pivotal as it unveiled a suite of agentic, creative, measurement and bidding tools that redefine campaign management and performance. Incorporating these innovations will reduce manual tasks and unlock new opportunities for creative expression and audience reach.
Agentic capabilities in Google Ads and Analytics now provide proactive recommendations, implement changes on behalf of advertisers and surface insights directly within the browser. Creative enhancements include image-to-video transformation, AI outpainting and a centralised Asset Studio for campaign assets.
Measurement advances offer more accessible incrementality testing, enhanced cross-channel attribution and a unified Data Manager with privacy-first computing. Smart Bidding Exploration is the largest update in a decade, finding valuable queries with flexible ROAS targets and driving average increases of 18 per cent in unique converted queries.
AI integration extends to search ads through AI Overviews and virtual shopping experiences, with ads appearing within AI Mode results and interactive video ad formats. Together, these tools aim to streamline workflows, sharpen insights and expand marketers’ creative and acquisition horizons.
https://blog.google/products/ads-commerce/google-marketing-live-2025/#1?