Data & Analytics | Swipe Insight

Google Ads now defaults conversion values to use Google Analytics 4 data

2 days ago

Google Ads now defaults to using conversion values from the connected Google Analytics 4 property when creating new conversions, generating a key event called conversion_event_add_event. Users must track and send this data for it to work properly. Experts recommend choosing the "Use Google Ads only" option to keep conversion tracking within Google Ads. The feature is rolling out gradually, so users should check their settings to match their tracking needs.

Google Unveils New AI Tools for Measurement and First-Party Data Strategies

10 days ago

Google Ads Tracking +1 more

Google introduced AI-driven tools to improve advertisers' measurement and first-party data strategies. Incrementality testing now has lower spend thresholds and better methods to identify value. Cross-channel measurement in Google Analytics will provide deeper customer journey insights. Data Manager consolidates data with privacy protections and a new API to boost ROI. These tools help marketers prove ad ROI, manage data, and understand consumer journeys.

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Google Introduces Agentic Tools in Ads and Analytics

10 days ago

Google Ads Google Analytics

Google is launching agentic capabilities for marketers to enhance performance and reduce workloads. These tools will assist with onboarding, campaign creation, reporting, and troubleshooting in Google Ads and Google Analytics. The agentic expert offers personalized recommendations, while the data expert provides insights for decision-making. Marketing Advisor, an AI tool in Chrome, will help manage marketing tasks and diagnose campaign issues, launching later this year.

Google Enhances BigQuery with Continuous Queries and Cross-Regional Federated Queries

12 days ago

BigQuery

Google BigQuery offers continuous queries for real-time data processing and ML inference, outputting to BigQuery, Pub/Sub, or Bigtable. It supports multiple ingestion methods, monitoring, and autoscaling. Use cases include personalized messaging, anomaly detection, event-driven pipelines, data enrichment, and reverse ETL. Spanner supports cross-regional federated queries from BigQuery, enabling cross-region queries without egress fees in preview.

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Microsoft Clarity Launches Bot Traffic Feature to Reveal Real User Behavior

16 days ago

Microsoft Clarity

Microsoft Clarity introduces a Bot Traffic feature to help users identify and quantify non-human traffic skewing website analytics. Bots can inflate sessions, distort user journeys, and cause misleading data, impacting decisions on product and marketing. The new dashboard card shows bot activity percentages and anomalies, enabling marketers, product teams, and developers to get cleaner data and better insights. Available now with no extra setup.

BigQuery launches Snowflake transfer scheduling preview and cross-region data transfer GA

16 days ago

BigQuery

BigQuery now allows scheduling automated data transfers from Snowflake using the Data Transfer Service, currently in preview, staging data in the same cloud or Amazon S3 for AWS accounts. It supports cross-region batch loading and exporting data across any regions with simple commands, now generally available. Vector indexes support the TreeAH type with Google's ScaNN algorithm for efficient batch processing of many embeddings, also generally available.

GA4 Measurement Protocol adds geolocation override with user_location and ip_override

16 days ago

Google Analytics

GA4 Measurement Protocol now allows overriding user geographic location using ip_override or user_location attributes. user_location takes precedence and should include details like country_id and region_id at minimum. The user_location object can specify city, region_id, country_id, subcontinent_id, and continent_id with respective codes. This helps provide accurate geographic info for events.

BigQuery Now Shows Query Text in Execution Graph

17 days ago

BigQuery

BigQuery has introduced a feature allowing users to view Query text within the Execution graph. This shows which part of the SQL corresponds to each stage step, helping identify bottlenecks. Users can see the source of each subquery, what data was read, aggregated, or written, and understand why certain steps, like the "0.28 sec Input," may be causing delays. This small UI update significantly aids in debugging and performance tuning.

GA4 adds Conversion Management Section for easy Google Ads conversion management

17 days ago

Google Analytics

GA4 has introduced a conversion management section under Advertising > Tools, allowing users to manage Google Ads conversions directly from GA4. This section enables the curation of GA4 events, assignment of categories, and triggering of conversions for reporting, remarketing, and ad personalization. A new tab called conversion management appears in the advertising section, where users can create conversions from events and establish conversion categories.