The digital landscape is evolving at pace, and the ways we measure performance continue to change. This was front and centre at Google’s recent London event, where leading voices from across the industry gathered to discuss the next chapter in digital measurement. Our Head of Commercial, Finley Lacey, attended on behalf of Hot Dog Solutions. The event reinforced many of the data-driven practices that our team has championed over the years.
Adapting to these developments is vital, but for our team, data-driven decision making has long been at the core of how we work.
Navigating the Complexity of Modern Measurement
Today’s customer journey spans more channels and touchpoints than ever – on average, people experience around 120 digital interactions daily, from streaming and searching to shopping and scrolling. This complexity presents an ongoing challenge for any business aiming to connect digital insights to sales outcomes.
Our approach is to embrace this complexity, building models that bring simplicity and clarity to the numbers. By organising rich streams of data, we aim to turn insight into positive outcomes.
The Role of First-Party Data
A significant theme from the event was the move away from third-party cookies in favour of first-party data. Tools like Google Analytics 4 (GA4) give brands the means to connect directly with audiences in a privacy-first way. Google’s message was direct: the stronger your first-party data, the smarter your optimisation across all paid channels.
This aligns with how we’ve operated, prioritising robust audience lists and reliable data sources to inform everything from ROAS and budget allocation to ad timing and messaging.
Attribution Models in Focus
The discussion around attribution remains central to digital marketing. Google showcased both last-click attribution and data-driven attribution (DDA) as valuable tools in the box, each offering unique insights depending on channel and objective.
While last-click attribution remains practical – especially in certain affiliate contexts – data-driven attribution (DDA) continues to expand the picture by distributing value across multiple touchpoints, from email engagement through to social and search. Our work reflects a balanced view: we incorporate a mix of attribution models tailored to fit each client and campaign. Through innovations like CPA by SKU – which earned recognition at the Performance Marketing Awards in 2024 – we help businesses pinpoint profitability at the most granular level.
Changing Search Behaviour
Search is experiencing robust growth, with volumes up 15–30% year-on-year. The report from Google also highlighted a dramatic change in how people search:
- Searches using eight or more keywords have increased by 800%, reflecting a move toward highly-specific, intent-rich queries.
- 75% of shoppers now consult a range of sources before buying, underlining the importance of an integrated, cross-channel presence.
These patterns reinforce the case for understanding and capturing intent as it happens. Our methodology is designed to help businesses appear at the right moment with the right answer – especially as customers’ research paths extend and diversify.
Turning Insights Into Action
A standout example from the event was the Purple Brix case study. By leveraging AI-powered strategies and data-driven measurement, they saw notable improvements:
- 165% increase in clicks
- 65% lower cost per click
- 15% reduction in CPA
- 25% uplift in conversion rate
We’ve seen similar results from our partnership with Julian Charles Home. When we took on their PPC in 2021, their CPA was running between 26% and 28%. By focusing on data-led optimisation and ongoing refinement, we reduced their CPA to just 15%. These outcomes highlight the impact of detailed measurement and a willingness to adapt strategy as the landscape shifts.
Looking Ahead
The insights from Google’s event affirm the importance of a thoughtful, data-driven approach to digital marketing. As measurement tools and attribution models evolve, adopting a flexible, evidence-led perspective is essential.
At Hot Dog Solutions, our focus remains on helping businesses navigate this changing environment – translating data into informed decisions and measurable growth.
