Five articles that have us buzzing this week

Meet Google Analytics 4: Google’s vision for the future of analytics

The latest iteration of Google’s web analytics platform, dubbed Google Analytics 4, is now available. The new property type includes expanded predictive insights, deeper integration with Google Ads, cross-device measurement capabilities, and more granular data controls.

[Product Showcase] How Data Storytelling Will Close Your Data Adoption Gap Forever | Humanalytics

Our analytics team found an interesting product showcase from a company, called Narrative Science. Their product, Lexio, has an alternative way to provide data and insight. Instead of visualizing data through a dashboard report like Data Studio or Tableau, their angle is contextualizing that data into a storytelling format. The examples he shows off are pretty cool.

Timing for bringing page experience to Google Search

These signals measure how users perceive the experience of interacting with a web page and contribute to our ongoing work to ensure people get the most helpful and enjoyable experiences from the web. In the past several months, we’ve seen a median 70% increase in the number of users engaging with Lighthouse and Page Speed Insights, and many site owners using Search Console’s Core Web Vitals report to identify opportunities for improvement.

How advertisers are evaluating YouTube’s rising connected TV viewership

Advertisers are taking note of YouTube’s rising connected TV viewership. However, with some exceptions for CTV-oriented strategies, they continue to see the digital video platform more as a means of reaching people across various devices than specifically those tuning in to TV screens.

Pandemic takes center stage in holiday shopping ad campaigns

After spending the summer convincing consumers to take socially distanced breaks from grim reality, advertisers are now returning to the pandemic as the central focus in holiday shopping campaigns launching this month.