Subscribe to Marketing Land’s daily brief!

“As Google continues to push automated bidding strategies like maximize conversions, maximize conversion value and target ROAS (just to name a few), using non-last click attribution becomes even more important,” explains Justine Rabideau of HawkSEM. “The Model Comparison Tool report in Google Analytics looks at historical data and gives estimates for how many conversions you would have had if you leveraged a different model. This tool can help you decide which model (Position-Based, Linear or Time Decay) aligns best with your user flow.”

“Making the change to a non-last click model is simple: 1) Log into Google Ads; 2) Navigate to the conversions tab, then click on the conversion action you want to change; 3) Click “edit settings” and then choose whichever attribution model is right for you. If you have multiple conversions being counted, make sure to change all conversions you’re tracking in the account.”

Learn More »

If so, you should add creating PPC reports that people will actually read to your list. Adzooma publishes a sponsored article this morning that explains how to save on time and gain on interest. Or you can vow in 2020 to roll up your sleeves and start fighting invalid traffic (IVT). Stop serving ads to bots and learn how to protect your online advertising campaigns by downloading The Essential Guide to Protecting Your Ad Spend from Invalid Traffic, a whitepaper from Moat by Oracle Data Cloud.

Register now! »

Snapchat tests ‘Cameo’ mode. The image and video sharing app has started testing ‘Cameo’ – a new mode that lets users insert their faces into GIFs to add their own spin to a range of short clips. With the new mode, users can take a selfie and choose a body type to help Snapchat identify how a user looks. From there, users can use the Bitmoji button in the Snapchat messaging keyboard to access Cameo GIFs that include the user’s face. According to TechCrunch, which first announced the news this week, Snap said it plans to launch the new feature on December 18th with a global rollout on iOS and Android.

Instagram begins verifying age for new users. Almost a decade after its launch, Instagram will finally start asking new users to provide their age in an attempt to better protect younger users. The new requirement started earlier this week, with the photo-sharing app prompting new users for their date of birth when an account is created. Up until now, Instagram users simply had to confirm that they were older than 13 when signing up, but weren’t required to provide a birthday. Instagram said it would use age information to recommend younger people opt for more privacy settings, such as allowing new message requests only from people they follow.

Unbiased content you can trust, a training experience that fits your needs… book your SMX West pass now to take advantage of Super Early Bird rates and join us February 19-20 in San Jose for the tactics you need to create successful search marketing campaigns.

Register now! »

Mobile accounts for 67% of traffic to fashion sites this holiday  – Retail Dive

Proving The Financial Contribution Of Account-Based Marketing To The Business – Forbes

How a Top-Down Approach Accelerates CCPA Compliance – Multichannel Merchant

For Luxury Brands, The Possibilities of Programmatic Cannot Be Ignored – Street Fight

U.S. senators threaten Facebook, Apple with encryption regulation – Reuters

In TikTok-crazy India, an American app wants to go beyond “general tomfoolery” – Quartz

Portal from Facebook Adds New Content and Features – Facebook