3 Interesting news stories from last week

March 21, 2016


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Analytics launches 360 Suite

Google Analytics has launched a brand new product this week called Google Analytics 360.

It promises to help enterprises  achieve a more fully-formed view of the customer through a set of “integrated data and marketing analytic s products.”

These products include:

Google Audience Center 360 (beta): Google’s first ever data management platform (DMP).
Google Optimize 360 (beta): a website testing and personalization product.
Google Data Studio 360 (beta): a data analysis and visualization tool.
Google Tag Manager 360: a standalone improvement on its previous tag management product.
Google Analytics 360: the new version of GA Premium.
Google Attribution 360: the new version of Adometry.

Google strengthening its mobile friendly algorithm

Google is strengthening its mobile friendly ranking signal. Since April last year, if you’re website is not fully optamized for mobile users you may well have suffered a drop in rankings, although many experts believed the initial change in the signal led to fairly negligible results.

From May 2016, Google will step up the pressure on non-optimised sites by strengthening its algorithm.


Mobile ad spend overtakes desktop for the first time

According to Marin in an analysis of $7.8bn of annualised ad spend, mobile has overtaken desktop for the first time, with more than 50% of budgets spent on mobile ads.

Social ads accounted for three-quarters of clicks and 71% of spend
Three out of five display conversions took place on a smartphone, a 30% increase on last year
Click-throughs on search ads were more than three times higher than social and display
Search ads on desktop still attract more impressions and conversions, however, smartphones continued to dominate year-on-year growth, with clicks and spend rising 13% and 11%, respectively.

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