Tuesday, August 5

🌟 Today’s Highlights:

• Instagram rolled out Reels clip metrics & post-level demographic data

• Google isn’t entirely ending support for its URL shortening service

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• 📊 Stat of the Day: 60% of global Gen Zers said they only purchase items from brands whose values they agree with. (Source: Snapchat)

• 💡 Today’s Insight: How Google Ads AI Max experiments work

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⚡️ Today’s Headlines ⚡️

🏆 Instagram rolled out updated performance metrics. The new metrics in the “Insights” tab include when a viewer liked your Reel within the clip, when people liked your Carousel, and post-level demographic data.

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🦾 Meta outlined its performance metrics improvements. The changes reflect Meta’s push to go all-in on AI and showcases how AI recommendations have continued to boost video engagement across its apps.

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😅 Google actually isn’t entirely ending its URL shortening service. The company announced they will continue to support some links created by the depreciated goo.gl URL service, just for 99% of the shortened URLs that receive no traffic.

💡 Today’s Insight 💡

How Google Ads AI Max experiments work

🗞 TL;DR - Google Ads rolled out a new AI Max experiment type for Search campaigns to help advertisers streamline how they test AI-powered features without duplicating campaigns. Search Engine Land outlined how to use the feature and why you should care.

💡 Insight - How does the Google Ads AI Max testing feature work?

• Go to ‘Choose a variable to test’ section and select ‘AI Max for Search campaigns’

• The experiment auto-enables Search Term Matching and Asset Optimization

• Advertisers can customize these settings at the campaign or ad group level

• By default, results are auto-applied (but this can be turned off for more control)

Why should you care?

Running traditional experiments typically requires creating campaign copies which add complexity and can delay results. This new format runs within the original campaign and splits the budget 50/50 between control and test groups. The end result is faster, statistically valid insights.

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