Data Thresholding Overview

Before diving into the benefits and drawbacks, let’s define what data thresholding is. Data thresholding is intended to protect user privacy. If the user or event count is below a certain number, Google will withhold that data. Google states in this help doc:

Data thresholds are applied to prevent anyone viewing a report or exploration from inferring the identity or sensitive information of individual users based on demographics, interests, or other signals present in the data.

Here is an example of what you’ll see in GA4 if your data has been thresholded:

Data Thresholding Benefits

Over the past several years, the digital world has received growing pressure to maintain and protect user privacy on the web. With influences from GDPR and CCPA, amongst others, Google has been striving towards a privacy-first approach. 

Google has already installed several privacy protection measures, including:

• Phasing out third-party cookies
• Limiting visibility in their search terms report
• Continued updates to the Privacy Sandbox
• And more

Now, by utilizing data thresholding, Google can protect the identity and privacy of users in a given dataset.

Data Thresholding Drawbacks

Unfortunately, data thresholds cannot be adjusted because they are defined by the system. However, you can make the following changes in analytics that decrease the likelihood of running into a data threshold:

• Adjust the date range: If there is a small number of users or events in a specific date range, data may be withheld. The broader the date range is, the more likely it is that you will be able to see data that was previously thresholded. This is because the larger date range shows a greater number of events and triggers, making it more difficult to pin down the specific details of a particular user.
• Export to BigQuery: Analytics does not directly export from Google signals to BigQuery. Session and event data may vary between BigQuery and Analytics because Google signals automatically remove duplicate user counts from individual users.
• Turn off Google signals in reporting: You can do this by going to the Admin section, then selecting “Data collection and modification” > “Data collection page”.

Now that we know what data thresholding is, what exactly causes it? The answer — Google Signals. While disabled by default, Google Signals are intended to enhance your remarketing and reporting efforts.

What are Google Signals?

In this Google Help Doc about Google Signals, there is a chart that explains the difference between the existing analytics settings vs analytics with Google Signals enabled. Here is our simplified version:

Long story short, enabling Google Signals will allow demographic data to be pulled into GA4 and will let you use Analytics Audiences and retargeting audiences in Ads.

What does data thresholding mean for marketers?

Google’s data thresholding is another way that we see an effort towards a more private web landscape. While data thresholding may result in a headache for analysts and marketers in the short term, it is indicative that Google is making strides to keep up with other, more privacy-centric competitors like Bing and DuckDuckGo. More and more updates like this will likely be coming from Google over the next few years to keep up with the ever-evolving privacy policies. Stay tuned!

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In Universal Analytics, marketers had a selection between these attribution models:

• Data Driven
• Time Decay
• First Click
• Last Click
• Linear
• Position Based

Now that Google Analytics (GA4) has taken over, several of the attribution models that we’ve become accustomed to have gone away. In October 2023, Google announced that calculated metrics will be replacing the first click, linear, time decay, and position-based attribution models.

What is a calculated metric?

Calculated metrics are designed to give business owners more customizations in their reporting based on their business needs. This can be created by combining a custom metric with a mathematical formula. If you have a standard GA4 property, you can create five calculated metrics, or if you have an Analytics 360 property you can create 50.

See below for how to create your own calculated metric.

How will this impact conversion tracking?

You’ll need to adjust your attribution setups if you have first click, linear, time decay, or position-based attribution models in place. If you don’t adjust the setup, by default these will be changed to paid and organic data-driven models. 

On the other hand, if you weren’t using any of the 4 retired attribution models, you don’t need to make any changes at this time.

If you are creating calculated metrics, set aside some time to test, document, and plan. Depending on your business goals, you may want to create and test a few different versions of calculated metrics to determine which is best for you. Also, make sure to note how you created the custom metric and discuss with your team how this metric will be used and interpreted.

What are the next steps?

With fewer predefined options to choose from, marketers who have utilized the retired attribution models will have to switch to another existing metric, or create their own. The good news is that it sounds like the most popular attribution models will be around to stay (for the time being at least!). 

The next steps to consider are:

1. If you have any of the retiring attribution models in place, change those in GA4 to one of the remaining models (data-driven and last click).
2. If you want to have other attribution options, then you’ll need to create a calculated metric.

How to update the attribution models

Once logged into your GA4 account, click on the “Admin” button in the bottom left corner. Next, in the “Data display” card, select “Attribution settings”. Here you can select from data-driven and first click models. 

Once you’ve completed this step, scroll down and link your Google Ads account if you haven’t already. Then, set your preferred conversion window. This determines the timeframe for which to apply an attribution to a conversion. 

Lastly, click save.

How to create a calculated metric

Once logged into your GA4 account, click on the “Admin” button in the bottom left corner. Next, in the “Data display” card, select “Custom definitions”.

Next, select the “Calculated metrics” tab then “Create calculated metric”. Note: Calculated metrics will only be enabled if Google Ads is linked to the GA4 account.

At this stage, you’ll need to fill out the following information:

• Name
• API Name
• Description
• Formula
• Unit of Measurement

Google provides examples of calculated metrics in this help doc, but we have another example below:

Pro tip: In the “formula” field, as you start typing, GA4 will automatically provide you with a list of predefined metrics:

Once this information has been filled in, don’t forget to click save!

Final Thoughts 

Despite the growing pains marketers may be feeling with this latest GA4 update, the opportunities for customization and more specific data collection are growing. If a metric was not previously available, now marketers have the opportunity to create virtually exactly what they are looking for. This capability falls in line with one of the overarching goals of GA4 — customization of data measurement.

The post GA4 Attribution Model Changes and What They Mean For Tracking Conversions appeared first on DAGMAR.

The year has brought many new updates to Local Services Ads. In addition to five new industry verticals which were announced in March 2023, Google has now improved its process for reviewing images within LSAs.

Google announced that these improvements will launch on September 1, 2023, and will provide users with more flexibility that gives marketers and business owners more creativity with their ads. This means that previously rejected images may now be accepted (that’s a win for the creative folks!).

In addition to the looser photo guidelines, Google will also be speeding up its review process. Google claims that they are rolling out a new automated process that will facilitate photo reviews. If this works, then photo updates on LSAs will be shown to potential customers faster. 

What Does This LSA Update Mean?

Those who have been in the digital marketing world for a while know that ads with a visual component can play a major role in the success of a campaign. In fact, Google says that advertisers who have an image shown with mobile Search ads can see an average increase in click-through rate of 10%. Furthermore, images can help to communicate complex ideas and provide additional information about your business or services.

Since image and video-based ads have taken the digital marketing world by storm, it makes sense that Google is working to improve its LSA product offering. In fact, Google has been rolling out new and better ways to create video and visual content in Google Ads over the past few years. I wouldn’t be surprised if Local Services Ads have a similar capability in the near future. 

For now, this photo guideline update means that potential customers can see images directly from your LSA. This is a great opportunity to demonstrate service offerings, provide more information about what your business can do, and also show a little bit more creativity than previously allowed. 

What Are the Photo Guidelines?

If you’re already familiar with Local Services Ads or Google Ads, then you are likely up-to-speed on what is simpatico to Google in regards to images. As a refresher, here are the key things to keep in mind:

Accepted Content:

• High-quality images
• Images showing the work rendered during the service
• Images relevant to your work or business
• Original images, i.e. not copied or stolen images (make sure to follow copyright laws!)

Prohibited Content:

• Images containing inappropriate content (ie, sexual, violent, etc.)
• Images with watermarks from another business
• Images with phone numbers or other identifying information
• Low quality images
• Images with clients or customers (for legal verticals only)

Image Requirements:

• File types: JPEG, PNG, BMP, ICO, and WEBP
• Resolution: 640 x 640 or greater
• Maximum size: 10 MB

Headshot Specifics:

• Only the head and shoulders should be visible
• The face must be centered in the image
• The individual must be looking at the camera
• The image can only include one person 
• Must be a high-quality image
• Cannot contain text or overlays
• Must have a neutral background
• Cannot be black-and-white or have excessive filters applied
• File Types: JPEG or PNG
• Resolution: 500 x 500 or greater
• Maximum Size: 10 MB
• Aspect Ratio: must be square (LSAs will allow you to upload an image and crop it)

To stay up-to-date with LSA updates and other PPC and SEO industry news, subscribe to our blog and YouTube channel!

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In March 2023, Google announced the launch of 5 additional categories to the Local Services Ads offerings, allowing over 70 different industries to utilize LSAs to grow their business. 

These new LSA verticals are:

• Education
• People Care
• Pet Care
• Wellness
• Healthcare

This expansion is a milestone for the healthcare industries, including the newly added Dental category, because they had not been able to run LSAs due to HIPAA restrictions. 

To see your specific business’ availability for an LSA, you can check your eligibility here. 

How Much Do LSAs Cost?

Now that your business is available for LSAs, your first question may be, “How much does this cost?” Luckily, Google has a free tool that allows you to see what your estimated monthly budget could be based on your service, location, and desired number of leads.

Keep in mind, that this is just an estimate, and could change. That being said, it’s a great way to get an idea of what you could pay for leads, especially if your business falls into these newly added verticals.

How Do I Get Started with LSAs?

If your business is now eligible for Local Services Ads, your next step is to gain your “Google Guaranteed” or “Google Screened” badge. 

Google Guaranteed

“Google Guaranteed” means that you’ve provided Google with the necessary information so they know customers are being provided with quality and legitimate work from the LSA ads. 

Depending on your industry, Google requires the following business screening and verification:

• Background check
• Business check
• General Liability or Professional Liability Insurance
• Business license on state or province level
• Owner license on state or province level
• Up to 5 Reviews

Once you’ve completed these, you’ll receive your “Google Guaranteed” badge. This badge will show up on your LSA listing as a signal to customers that Google will reimburse them if the provider does not provide satisfactory service.

Google Screened

Additionally, depending on your industry, you may also need to be “Google Screened”. This means you’ve passed the licensing requirements and checks. Industries that need to be Google Screened include:

• Law
• Real Estate
• Child Care
• Financial Planning

With these new verticals starting in LSAs, it is likely that several of these categories will need to be Google Screened. 

For more information on setting up your new Local Services Ads account, read our LSA Guide.

How Do I Get Leads From LSAs?

Many factors go into answering this question. Like any other marketing effort, you’ll need to make sure your LSAs are properly optimized. This means honing in on the location you want to target, having high-quality reviews, photos of your business, and up-to-date information in your ad. And just as important as having these pieces in place, you’ll also need to make sure you have someone regularly monitoring your ads and responding to all inquiries. Having all these elements in place greatly impacts your local ad rank. Generally speaking, the higher your ad ranks, the more leads you are likely to obtain.

In the past, the primary way to get leads via LSAs was through a phone call or to link a landing page in your ad. Then, Google provided a way for potential customers in the US to message your business through your Local Services Ad. 

Google states, “Messages are 50% of the cost of a phone lead. When a customer sends a message, their name, ZIP code, job details, and phone number are shared with providers. Google will route your back-and-forth communications with providers through an anonymized alias.”

Message leads are sent via email and through the LSA mobile app. You can respond to the customer by typing back a message and sending it via email or text, calling the customer through their provided number, or declining the message if it’s not applicable to your services. Regardless of the action, you must respond within 15 days of receiving the lead. If you don’t, it will be marked as “inactive”. This is something you want to avoid because it will impact your ad ranking.

New Ways to Get Leads

Google recently launched a new “direct booking” feature within LSAs. This allows a customer to book a service with you through the ad. To utilize this feature, you’ll need to set up an account with one of the third-party vendors. Right now the options are: 

• Housecall Pro
• Jobber
• ServiceTitan
• Workiz
• Scorpion
• LeadConnector
• FollowUpBoss

Once you’ve created an account with one of these partners, you’ll set your business’ availability and pricing. You’ll have the ability to manage the jobs through the booking partner, but you’ll still be able to dispute charges and view your performance reports within your LSA account.

Improvements to Combat the Spam Issue

Over the past few years, there has been an increase in spam accounts and spam LSA reviews. Google has strict Local Service policies in place to help stop spam and other harmful practices. Google also released a statement explaining how they are fighting abuse in Google Maps. This is a step in the right direction, but many advertisers are asking for more action such as a more comprehensive help desk community outlet and a publicly announced LSA Spam Prevention team. 

Started in 2015, and Now We’re Here

Although Local Services Ads started over 8 years ago, it is still considered a fairly new Google product. Over the years the major changes have been the nationwide rollout, expansion of services, and additional ways to gain leads by calls, messages, and direct booking. On the other hand, spam accounts have caused a major disruption to honest, hardworking business people utilizing LSAs. Google has made efforts to clean up and stop spam, but they still have a lot of work left to do. 

To stay up-to-date with LSA industry news, subscribe to our blog and YouTube channel!

The post What’s New With Local Services Ads?  appeared first on DAGMAR.

Before diving into the most recent change, let’s touch on some important terms as defined by Google:

Broad Match: A keyword option that allows your ad to show when someone searches for that keyword or variations of it, as well as other related topics. This is the default match type and has the widest audience.

Modified Broad Match (BMM): Matches user searches with all the keyword terms designated with a “+” sign (or close variations of those terms) in any order. Close variations include terms with the same meaning. Additional words may appear before, after, or between the terms.

Phrase Match: Matches user searches with the keyword phrase (or close variations of the phrase) with additional words before or after. Close variations include terms with the same meaning.

Exact Match:  A keyword setting that allows your ad to show only when someone searches for your keyword or close variants of your keyword. Of all the keyword matching options, exact match gives you the most control over who sees your ad.

A dive into the update.

Starting in mid-February, both phrase and broad match modifier keywords began using a new matching functionality being rolled out by Google. This new matching behavior covers keywords meeting requirements for both phrase and BMM match types, while still giving importance to word order. This change is to emphasize search intent.

Below is an example provided by Google. It shows how Google understands the user’s intent is to move to Boston from NYC, not the other way around. Plus, it covers both BMM and phrase match behaviors.

By July, this new match type behavior will be rolled out internationally and advertisers will not be able to create any new BMM keywords.

Why is Google making this change?

Phrase match and modified broad match have frequently served the same purpose when it comes to searcher intent. Therefore, as phrased by Google, they’re “bringing the best of broad match modifier into phrase match.” Google’s aim with this update is to simplify match types, improve advertiser control and reach, and manage account keywords.

What if I have BMM and phrase match keywords set up in my account?

Any existing BMM and phrase match keywords will be viewed equally by Google. The keyword with the better Ad Rank will be the keyword that initiates the ad.

What will I need to do?

Right now, no urgent changes are needed. Any existing keywords in your campaigns that are set to BMM or phrase match won’t need to be changed since they will be viewed the same way by Google. However, prepare to no longer put new keywords in the BMM match type. Note that the performance data for the keywords will still remain in your account.

Also, if your campaigns or ad groups are bidding based on match types, you may need to keep an extra-close eye on the bids during this transition. Plus, keep an eye out for future updates from Google. They’ve hinted at presenting new features in Google Ads to help advertisers transition keywords out of the BMM match type.

For more information about Google updates, visit Google Ads Help, or subscribe to DAGMAR Marketing’s newsletter.

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