Welcome to the Digital Roundup - our pit-stop guide to digital news;

1. Google Analytics Introduces Enhanced Tracking

2. LinkedIn Engagement Study: Analysis of Content Performance

3. Shifting Advertising Spend: Impact of TikTok Uncertainty on Platform Investment

1. Google Analytics Introduces Enhanced Tracking

Google Analytics has recently implemented several updates designed to improve data accuracy and assist marketers in navigating the increasing complexities of privacy regulations. These enhancements provide more robust tools for campaign attribution and facilitate quicker identification of data quality issues within reporting.

Key Feature Summaries:

Enhanced Campaign Attribution Methods: To address limitations in traditional tracking due to evolving privacy settings, Google Analytics now incorporates "Aggregate Identifiers." This feature aims to provide more reliable attribution of traffic sources when the Google Click Identifier (GCLID) is unavailable. Additionally, "Smart Fallback Methods" will utilise UTM parameters as a secondary attribution mechanism when primary methods are restricted.

Clarified Data Labelling Conventions: The update introduces more explicit labels and contextual tooltips within reports. The “(data not available)” label will now indicate instances of incomplete data processing by Google, while the “(not set)” label will offer clearer guidance on potential user-driven resolutions, such as adjustments to Google Ads integration settings.

Streamlined Identification of Data Anomalies: A new "Data Quality Indicator" has been implemented at the top of reports to alert users to setup-related issues, providing direct links to relevant support documentation. Furthermore, system-generated annotations will now automatically appear in reports to highlight changes that may influence data interpretation.

At Refinery, we understand that the increasing focus on data privacy presents new challenges for effective marketing measurement and we proactively ensure our clients continue to receive insightful and reliable campaign performance data.

2. LinkedIn Engagement Study: Analysis of Content Performance

A recent study has examined LinkedIn content performance, yielding findings that challenge certain established marketing practices. This research provides insights into the impact of link inclusion on post engagement and identifies key performance variations across different content formats.

Key findings:

Impact of External Links on Engagement: The study indicates that LinkedIn posts containing external links demonstrate a statistically significant increase in user interactions and views compared to posts without links. This finding contradicts previous assumptions regarding the platform's algorithmic treatment of posts with external links.

Performance of Content Formats: The research reveals substantial performance disparities across various content formats. Carousel posts (document posts) exhibit the highest engagement rates, while text-only posts demonstrate the lowest levels of user interaction. Polls, despite their infrequent use, show a disproportionately high reach relative to other post types.

Growth of Video Content: LinkedIn video content has experienced significant growth in both volume and user engagement. The study highlights the platform's algorithmic prioritisation of video content, as evidenced by increases in impressions and views.

Industry-Specific Performance Variations: The study identifies performance variations across different industries, indicating that engagement levels are not solely correlated with audience size. Certain industries with smaller follower counts exhibit higher engagement rates per post compared to those with larger followings.

Implications for Marketing Strategies:

Re-evaluation of Linking Practices: The findings suggest that the inclusion of external links in LinkedIn posts, when contextually relevant, does not negatively impact post performance and may, in fact, enhance engagement and reach.

Strategic Content Format Selection: Marketers should consider prioritising content formats such as carousels and polls, which have demonstrated superior engagement and reach, respectively. The underutilisation of polls represents a potential opportunity for increasing audience interaction.

Leveraging Video Content: The growth of video content on LinkedIn underscores its importance as a medium for audience engagement. Marketers should consider incorporating video into their LinkedIn strategies to capitalise on this trend.

Nuanced Approach to Audience Development: The study's industry-specific findings suggest that engagement is not solely dependent on follower count. Marketers should focus on strategies that foster genuine interaction within their target audience, regardless of its size.

This recent LinkedIn study provides critical insights that challenge conventional marketing wisdom. At Refinery, we are committed to translating this data into actionable strategies that drive tangible results for our clients on LinkedIn. By partnering with us, you can leverage these findings to optimise your content, boost engagement, and achieve your business objectives on this vital professional networking platform.

3. Shifting Advertising Spend: Impact of TikTok Uncertainty on Platform Investment

Recent data indicates a decline in advertiser confidence regarding TikTok, leading to a reduction in advertising expenditure on the platform and a corresponding increase in investment in Meta's advertising platforms. This shift is occurring amidst ongoing uncertainty surrounding TikTok's future accessibility in the U.S.

Key Findings:

Decline in TikTok CPMs: TikTok's cost-per-thousand-impressions (CPMs) in the U.S. have experienced a significant decrease, with double-digit declines observed since January.

Reduced Advertiser Spending: A substantial proportion of TikTok's top advertiser categories have reduced their spending on the platform in the first quarter of 2025 compared to the same period in 2024.

User Activity Disruption: A temporary service disruption on TikTok in January contributed to decreased user activity, further impacting advertiser confidence.

Increased Meta CPMs: Concurrently, Meta's platforms, specifically Facebook and Instagram, are experiencing a rapid increase in short-form video CPMs, driven by the reallocation of advertising budgets.

Implications for Marketing Strategies:

Budgetary Reallocation: Advertisers are adopting a hedging strategy, diversifying their advertising spend across multiple platforms to mitigate the risk associated with potential restrictions on TikTok. This involves shifting portions of their budgets to platforms perceived to have greater long-term stability.

Platform Risk Assessment: The uncertainty surrounding TikTok's regulatory environment is influencing advertiser decision-making, prompting a more cautious approach to investment on the platform.

Short-Term vs. Long-Term Investment Considerations: While TikTok's lower CPMs may present short-term cost efficiencies, advertisers must weigh these against the potential for disruption and the long-term viability of their investment.

Platform-Specific Optimisation Challenges: The migration of advertising spend from TikTok to Meta platforms necessitates a re-evaluation of content strategies and performance metrics, as each platform possesses distinct algorithmic characteristics and audience demographics.

The observed shift in advertising expenditure carries both immediate financial implications and strategic challenges for brands. At Refinery, we can help you to navigate the evolving platform landscape, balancing potential short-term gains with the long-term stability and effectiveness of their advertising investments.