GA4 Just Got Way Less Frustrating + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our April 16, 2025 issue. If you’d like to receive Field Tips, subscribe to our email or on LinkedIn.
If you’ve been grumbling about GA4 since its launch, you’re not alone. Among its many changes, one of the most head-scratching (and frustrating) was the removal of data annotations.
Now that they’re finally back, we’re in full celebration mode. No more spreadsheet gymnastics or email archaeology to explain traffic swings. Now we can document insights right at the data source and instantly see how key events impact performance.
Here’s why this quality of life improvement matters – and how to make the most of it:
- Add Context to Your Data: Use annotations to mark key events like email sends, ad launches, or site updates. This helps you connect traffic or conversion spikes to real-world actions.
- Collaborate Better: Annotations are visible to all GA4 users, making it easier for teams to stay aligned on what’s happening and when.
- Document the “Why”: Looking at a dip or spike weeks later? An annotation makes it clear whether that was a campaign win or a tech hiccup.
Pro Tip: Set a routine to annotate major marketing events weekly. It only takes a few seconds and can save you hours of guesswork down the road.
Need a hand making sense of your site data? Connect with our digital team to get started.
Meta’s Big Test in Antitrust Showdown
WHAT’S HAPPENING. Meta is now facing an antitrust trial from the FTC that could force it to sell off Instagram and WhatsApp. The FTC claims Meta bought these platforms to crush competition and lock in its dominance in social networking. Meta disagrees, saying the deals were approved years ago and that it now faces serious competition from platforms like TikTok and YouTube. The trial, which started April 14, is expected to last several weeks and features top Meta executives, including Mark Zuckerberg, taking the stand.
WHY IT MATTERS. If the FTC wins, Meta could lose two of its most powerful tools for reaching audiences—Instagram and WhatsApp. This would reshape the social media landscape and impact how marketers reach consumers. Instagram drives more than half of Meta’s U.S. ad revenue, so a forced sale would send brands scrambling to rethink their strategies. This case could also open the door to tighter rules on Big Tech, which might change how platforms grow and how marketers plan long-term campaigns.
ChatGPT Gets a Boost with New Memory Features
WHAT’S HAPPENING. ChatGPT just got a big upgrade: it can now remember what you’ve talked about across all your past chats even if you didn’t ask it to. OpenAI rolled out this new memory feature to make conversations more helpful and personalized. The memory stores things like your name, favorite topics and preferences, and it gets smarter the more you interact. You can view, manage or delete this memory at any time in your settings.
WHY IT MATTERS. For marketers, this means AI tools like ChatGPT are becoming way more useful. Instead of repeating the same context over and over, your AI assistant can now remember your brand voice, project details or marketing goals automatically. It saves time and creates a smoother, more efficient workflow, especially if you use ChatGPT for content creation, brainstorming or campaign planning. More memory means more personalization, and that’s great for marketers looking to move fast and stay consistent.
Google’s Search Quality Raters to Assess AI-Generated Material
WHAT’S HAPPENING. Google has updated its Search Quality Rater Guidelines to address AI-generated content for the first time. The January 2025 revision introduces a definition of “generative AI,” acknowledging it as a useful tool that can also be misused. Notably, the previous section on “Auto-generated Main Content” has been replaced with new subsections focusing on scaled, low-effort content, including potential AI misuse.
WHY IT MATTERS. This change signals a shift in how Google evaluates content quality. AI-generated content that lacks originality or is produced at scale without sufficient human oversight may now receive the lowest quality rating. This could impact search rankings for websites relying heavily on such content. Content creators and SEO professionals should ensure that AI-generated content is reviewed and enhanced by humans to meet Google’s quality standards.
AI Overviews Get Smarter with Integrated Search Links
WHAT’S HAPPENING. Google has officially launched a feature that integrates links within its AI Overviews, directing users to additional Google search results. This enhancement aims to assist users in exploring topics more thoroughly by providing direct links to related search queries. The feature is designed to reduce the need for users to manually input new queries, streamlining the search experience.
WHY IT MATTERS. For digital marketers and SEO professionals, this development signifies a shift in how users interact with search results. By embedding links within AI-generated summaries, Google potentially alters user navigation patterns, which could impact click-through rates to external websites. Understanding and adapting to these changes is crucial for maintaining visibility and traffic in the evolving search landscape.
More To Explore
LinkedIn Launches New Microsite of Posting Tips
LinkedIn just dropped a new website that’s packed with quick-hit tips and tools to help creators and marketers boost engagement and content quality on the platform. Check it out for yourself at Create on LinkedIn.
The 14 best HubSpot updates from March 2025
From AI content tools to better campaign reporting, HubSpot’s March 2025 updates bring a bunch of shiny new features to help you work smarter and faster. See what features marketers are most excited about on MarTech.
Trump Extends US TikTok Sell-off Deadline Once Again
The U.S. just gave TikTok another 75 days to find a buyer, extending the sell-off deadline and keeping the app’s fate in limbo for marketers — get the latest on this unfolding story from Social Media Today.
Snapchat Bets On Joy: How Creative, Immersive Ads Are Driving Better Brand Lift
Snapchat is leaning into joy and immersive experiences with new ad formats designed to boost brand lift and user engagement. See how this playful approach could give your campaigns a creative edge on eMarketer.
About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
