In this week’s digital news, Google Ads API v23 lets advertisers break down PMax campaign results by channel. Offering more precise insights for optimisation. Meta is updating ad measurement to help advertisers better understand the true impact of their campaigns.
Nearly one in five sources in Google’s AI answers now comes from Google itself, with many citations leading to more Google Search results. Google’s John Mueller affirmed that most sites don’t need to use a disavow file but if you’re conflicted about possible issues, then do it.
Google Ads API v23 introduces channel-level reporting for Performance Max campaigns. Revealing performance across Search, YouTube, Display, Discover, Gmail, Maps and Search Partners. Previously, results were mostly grouped under a single “MIXED” category. The update replaces that value with specific channel enums, improving transparency and optimisation. Advertisers can now analyse performance at campaign, asset group and asset level, and combine it with segments such as video or product data to isolate results (e.g., YouTube video performance). Developers must update systems that relied on the old MIXED value. Channel data is available from 1 June 2025, and asset group channel reporting remains API-only.
A new study by SE Ranking has revealed a significant shift in how Google’s AI Mode attributes information. With the platform now citing Google-owned properties more than any other source. Research shows that Google.com accounts for over 17 per cent of all citations in AI-generated answers. A figure that has tripled since mid-2025 and now outweighs the next six major domains combined. This trend towards self-referencing often directs users back into Google’s own ecosystem, such as YouTube, Business Profiles, or secondary search result panels, rather than to external publisher websites.
This necessitates a major pivot in strategy, particularly in the travel and entertainment sectors where roughly half of all citations stay within Google. Forcing brands to prioritise visibility on Google’s internal platforms to capture traffic that is no longer reaching independent websites.
Meta is updating ad measurement to help advertisers better understand the true impact of their campaigns. Click-through attribution for website and in-store conversions will now only include link clicks, aligning Meta reporting more closely with third-party tools like Google Analytics. Non-link interactions such as likes, shares and saves will instead be counted under “engage-through attribution” (formerly engaged-view). The definition of an engaged video view will also drop from 10 seconds to 5 seconds, reflecting faster conversions from formats like Reels. These changes aim to reduce reporting discrepancies, highlight valuable social interactions, and improve confidence in ad performance measurement without affecting advertiser billing.
Google’s John Mueller has recently clarified Google’s stance on the Disavow Tool. Suggesting that site owners should feel free to use it for “peace of mind” if they are concerned about problematic backlinks. While Mueller reiterated that the vast majority of websites do not actually need to use a disavow file. He acknowledged that SEO professionals often feel conflicted when observing a steady stream of spammy or redirecting links.
By describing the disavow file as a “tool, not a religion,” Google is signalling that using it as a safeguard is perfectly acceptable. Even if its technical necessity is limited. This implies that while Google’s automated systems generally ignore spam. Manual intervention remains a valid strategic choice for SEOs to mitigate perceived risks or clear out suspicious domains without fear of being penalised for using the tool.
Instagram is shifting discovery from hashtag tactics to AI interpretation, introducing follower-only early access Reels, clickable in-video links, expanded analytics in the Edits app. AI comment sentiment summaries, and a reduced hashtag cap. Brands should treat early access posts as loyalty content or launch moments. Use link overlays to move viewers between episodes or tutorial steps, and track the lowest skip rate metric to identify which opening visuals retain viewers. With fewer hashtags allowed, distribution now depends on clear on-screen language and strong audience retention signals.
Read more here.
Snapchat reaches a large group of business decision makers and professionals who influence company spending and strategy. A survey of 2,254 professionals in the US found that Snapchat users are more likely to be executives, founders, or responsible for marketing decisions than non-users. These professionals show strong entrepreneurial behaviour and are 2x more likely than non-users to run or start a side business. Social media is the top source of inspiration for new tools and ideas among this audience, and many show strong interest in AI for business solutions. About 60% of Snapchat users believe the platform could play a larger role in helping small businesses and entrepreneurs grow.
Read more here.
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