August 22, 2022
Facebook is ending Live Shopping on October the 1st, and LinkedIn is introducing clickable links in photo and video posts. Google will automatically switch the attribution model on some advertisers’ ad accounts while it seems that cookies will remain active on Chrome until 2024.
[lwptoc skipHeadingLevel=”h4″]
Last month, Google sent an email letting advertisers know that their ad accounts would be switched to data-driven attribution. More specifically, the email informed the advertisers which accounts and conversion actions qualify for the switch and that unless they take further action by the 24th of August, Google will automatically switch the attribution model for these conversion actions (as long as the conversions continue to meet the data requirements).
That didn’t come as a surprise, as in September, Google announced that data-driven attribution is set to become the default attribution model for all new Google Ads conversion actions. Compared with the other five rule-based attribution models available, data-driven attribution looks at the entire journey that leads a user to convert (data-driven attribution looks at website visits, shop visits, and Google Analytics conversions from Search, Shopping, YouTube, and Display ads) and allocates credit to each step of that journey.
If you don’t want Google making the switch, you can turn it off here.
In August 2020, Live Shopping was introduced to make it easier for users to shop in real-time through Facebook Live. Businesses could easily set up a live experience featuring products from their Shop and sell directly from the video.
From 1 October 2022, you will no longer be able to host any new or scheduled live shopping events on Facebook. The Facebook Live feature will still be available, but e-commerce merchants will not be able to create product playlists or tag products. According to the company, the reason for that was that they’re shifting their focus to Reels on Facebook and Instagram, as consumers’ viewing behaviours are shifting to short-form video format.
Google’s Privacy Sandbox initiative began with the intent to create technology to protect people’s privacy and give companies and developers tools to build thriving digital businesses. Part of that initiative was to reduce cross-site and cross-app tracking by eliminating third-party cookies. On the 27th of July, it was announced that the initiative will be delayed, and the Privacy Sandbox API is expected to be launched and become generally available in Chrome by Q3 2023. Google also intend to begin phasing out third-party cookies in Chrome in the second half of 2024.
According to Anthony Chavez, VP, Privacy Sandbox, the company is working to refine its design proposals based on input from developers, publishers, marketers, and regulators via forums like the W3C. Earlier this year, the company also reached an agreement with the UK’s Competition and Markets Authority (CMA) on how to develop and release the Privacy Sandbox in Chrome worldwide.
Nevertheless, the most consistent feedback the company has received is the need for more time to evaluate and test the new Privacy Sandbox technologies before sunsetting third-party cookies in Chrome, hence the decision to expand the testing windows for the Privacy Sandbox APIs before they disable third-party cookies in Chrome.
LinkedIn is rolling out a new feature that will help you drive traffic to your website from your business’s LinkedIn page or your personal profile by adding external links to your photo or video posts. The caveat is that, for the time being, you can only add link stickers to your photos and videos via the post creation tools in the LinkedIn mobile app and not through the desktop interface. The new feature is rolling out to users in phases.