Topic: full-funnel marketing

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  • Google's Demand Gen: More Shoppable, More Measurable
    January 23, 2026
    85%

    Google's Demand Gen: More Shoppable, More Measurable

    Google's Demand Gen is evolving into a measurable performance channel that directly challenges paid social platforms, connecting discovery, video, and commerce across its network. New features include shoppable CTV ads for direct purchases from TV screens and Attributed Branded Searches to measur...

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  • Ditch Cost Per Conversion: Measure This Instead
    October 4, 2025
    78%

    Ditch Cost Per Conversion: Measure This Instead

    Focusing solely on cost per conversion can limit growth, as the primary goal should be achieving a required volume of conversions, with cost being a secondary consideration. Efficiency metrics can be misleading, similar to an apple orchard where minimizing cost per apple leaves most of the crop u...

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Related Topics

conversion optimization (1) customer lifetime value (1) paid social (1) performance measurement (1) demand gen (1) attribution models (1) performance advertising (1) cost efficiency (1)