Flywheel News | March 2023 Hotel Digital Marketing News | GCommerce

  1. Less than 100 Days Until Google UA Stops Collecting Data - Are You Ready? 

On July 1, 2023 Google Universal Analytics will stop collecting data for your website. After that, any historical data within Universal Analytics will only be available for around 6 months (final date TBD by Google). That’s less than 3 months away. Are you ready?

  1. TikTok CEO Goes in Front of Congress Over Security Concerns 

The United States government has security concerns with TikTok and in previous months has banned the use of the platform by government run DMOs. This month, the CEO of TikTok went in front of Congress over security issues with the platform. Learn more here.

  1. Instagram Rolling Out New Ad Placement Types 

Instagram is rolling out 2 new ad placement types that caught our eye. The first is Reminder Ads, that could be a good option for event or offer reminders and the second is a placement for ads in the search results. Check out the news here.

  1. Meta Rolls Out Paid Verification 

Meta has rolled out a new fee based verification service that claims to offer enhanced support and potentially more reach for around $15/month. Is it worth it? The jury is still out and will require more testing. 

  1. Microsoft Ads Broad Match Modifier Keywords Now Serving as Broad Match 

We hope you’re keeping an eye on all these search engine announcements! The latest change coming from Microsoft Ads on match types is that any broad match modified keywords in your accounts will now be treated as broad. We highly recommend auditing your accounts to ensure your structure matches this new change so that performance is not impacted negatively.

  1. GA4 Rolling Out Custom Channel Groups 

GA4 continues to evolve it’s capabilities, this time with a long awaited custom channel group option. Up until now, GA4 accounts were limited to the platform’s decided grouping by channel for each user session source - which did not match up with UA groupings at all. Now you have the power to organize your traffic sources into your preferred channel groupings. Read more here.

  1. GPT-4 Launches 

The latest in the AI race, OpenAI’s GPT-4 launched in March. In order to access the latest version, you must be signed up for the ChatGPT plus subscription service. You can also play around with it when using Bing Chat. Read a breakdown of everything you need to know here.

8. Google Ads Vs Google Hotel Ads: Do You Really Need Both?
If you’ve been a loyal Google paid search advertiser all these years and you’re not running Google Hotel Ads via metasearch advertising then you’re losing out on a significant portion of the Google hotel search ecosystem - one that could be driving a substantial amount of direct revenue for your hotel. Learn more here.