From Google Analytics upgrades to a new Backona HQ - here's what you need to know!
Hey there! 😄 Here’s your monthly dose of marketing and data goodness! There’ve been some pretty interesting updates lately.
Google Analytics made ecommerce tracking a whole lot smoother, Google Ads is finally letting us peek behind the curtain on Search Partner placements, and Clarity’s getting a bit stricter on consent.
Whether you're deep in the data, running campaigns, or just trying to keep up with the changes, these updates are here to make your life a bit easier, your reports clearer, and your setup fully on track.
Let’s jump in and take a look!
1. Google Analytics Ecommerce data is now way easier to use!
On August 25, Google gave ecommerce reporting a much-needed boost.
What’s new? Ecommerce dimensions and metrics (including custom ones) are now available in more places across GA like filters, comparisons, secondary dimensions, and custom reports.
You can now add product-level details to nearly any report. ❤️
For example:
1. Use ecommerce dimensions in secondary dimensions, filters, comparisons, and report customization.
2. Use ecommerce metrics in report customization.
On top of that, filtering has become much more flexible - you're no longer stuck with exact match only. You can now use options like "contains" or "starts with", which makes it way easier to find and analyse specific products, even if you don’t remember the exact name or ID.
I'm really looking forward to seeing what Backona AI can do with this richer data. We'll need to run some tests, but it seems like some metrics in the Google Analytics API may have changed as well - so I’ll be reviewing that with the team soon.
2. Finally here, the full transparency for Search Partner Network.
Since August, Google Ads rolled out full placement reporting for Search, Shopping, and App campaigns running on the Search Partner Network (SPN).
This long-awaited feature responds directly to advertiser feedback, offering greater transparency and control over where your ads are shown.
How it works: Similar to placement reporting for Performance Max campaigns, you can now determine exactly where your ads are appearing on the SPN for all your Search, Shopping, and App campaigns. The report provides a list of all SPN sites your campaigns served on, along with impression data for each site.
Much needed and appreciated improvement!
3. Looker Studio's table sorting gets an upgrade.
As of August 21, report creators in Looker Studio can now sort table charts by up to 10 fields.
This means more flexibility in how your tables are organized, and way more control over how your data is presented.
4. PMAX Channel Performance now at the account level.
No need to open campaign after campaign anymore, channel-level performance data for PMAX is now available directly at the account level.
It’s a solid upgrade. But if you’re after the really detailed stuff, those good old PMAX scripts still dig deeper than what the Google Ads interface currently offers.
Note: The channel performance report is currently in beta and will become available to all advertisers at a later date.
5. Clarity gets stricter on Cookie Consent!
Starting October 31, 2025, Microsoft Clarity will enforce consent signal requirements for users in the EEA, UK, and Switzerland.
What changes? If a valid consent signal isn’t provided, Clarity will limit its reporting capabilities for those page visits.
This means: No consent = reduced data visibility
Make sure your cookie setup is ready or risk losing insights from key regions! I use Clarity a lot myself and really like it, so it’s definitely worth making sure everything’s set up properly before this kicks in.
6. New Search Console Insights, now inside the Main Panel.
Ok, this one isn’t that fresh (dropped end of June), but in marketing industry still counts as fresh ;)
Google has finally released the new version of Search Console Insights, now integrated directly into the main Search Console interface.
The refreshed report brings valuable performance insights closer to all the other tools, making it easier for content creators, bloggers, and site owners to understand what’s working on their websites, even without digging into raw data.
Meanwhile, In The Backona Universe…
7. Backona goes academic!
We’ve been invited again to give a talk at Coventry University!
It's always a pleasure to share our knowledge (and love for analytics) with the next generation of marketers and data enthusiasts. Stay tuned, we’ll definitely share some highlights after the event!
8. We are moving!
At the end of this month, we’re saying goodbye to Binley Innovation Centre and moving into our new space at the Venturefest Science Park.
New space, new environment and a great step forward for Backona AI’s growth. Excited for what’s next!
Thanks for reading along and catch you in the next one!
