Google Analytics will soon include Change History

Google Analytics would soon include a the option of 'Change History'. User with administrative access can see a list of user activities of who did what and when in analytics. Change History maintains a record of activities for the last 180 days.

The new Change History tab will be available at the account level, alongside the Data Sources and Account Settings tabs.



The Change History lists:

• Date column: The date and time of the activity
• Email column: Which Analytics user performed the activity
• Activity column: The Analytics object (e.g., account, user, profile, goal, filter), and what activity was performed on the object (e.g., added to account, created, deleted)

Update To Google Sitelink Policy

With the implementation of Enhanced Campaigns feature, Google has come up with an important update for their sitelinks policy.

The character limit that they have been supporting in Sitelinks creation was 35 and they have now changed it to 25 characters. Below is a quick synopsis of Why? and What? is the reason for such change:

Why?

• They are now focusing more on Mobile traffic as it is very important and hence are looking to impliment mobile Sitelinks adoption. This ties in with recent launches like the 2-line Sitelinks format on mobile and the imminent launch of 3-line
• Long Sitelinks don't render well on mobile because of wrapping; so we can't just directly port the desktop UI
• Long Sitelinks don't work for Enhanced Sitelinks, which is where huge incremental CTR can be found
• In general, longer Sitelinks don't work as well as shorter ones. Our Best Practice has *always* been to recommend creating Sitelinks that are roughly 15 characters max. each

What?
Sitelinks character limit is reduced. What does mean for the various ways you can now create/manage them:

• New Sitelinks created through AWFE will support only the new 25 character limit max. as of today
• New sitelinks created through the API will be able to bypass this for now. This is a purely technical limitation and won't be updated until migration is complete (projected to June end)
• Legacy Sitelinks upgraded to Enhanced Campaigns will not be subject to change/disapproval on upgrade, if they exceed the 25 character limit

Yahoo Enters a Global Advertising Alliance with Google

Yahoo has announced this week that they have recently signed a global, non-exclusive agreement with Google to display ads on various Yahoo! properties and certain co-branded sites using Google’s AdSense for Content and Google’s AdMob services.

Yahoo has not disclosed the financial details of the partnership, but mentioned that Google will be just “one of its contextual ads partners”.

"By adding Google to our list of world-class contextual ads partners, we’ll be able to expand our network, which means we can serve users with ads that are even more meaningful. For our users, there won’t be a noticeable difference in how or where ads appear. More options simply mean greater flexibility. We look forward to working with all of our contextual ads partners to ensure we’re delivering the right ad to the right user at the right time," Yahoo added.

Google, which distributes similar ads to many websites, retains part of the revenue generated from the ads shown on its partners' sites. The revenue split over the Yahoo-Google advertising alliance was, however, not immediately known.

Not sure how to portray this unusual collaboration, I would look this as a beginning of a new relationship between Google and Yahoo in lieu of their fading relationship with Microsoft?

How is this beneficial to Google?
There display market share would now grow from 67% to close to 80% and to Yahoo, which is currently struggling to maintain its market share would start seeing additional revenue from revenue split over the Yahoo-Google advertising alliance

What this mean to the advertisers?
For an Advertiser it is definitely a win win situation, as he can reach to almost 80% of the Search market share with a single display platform and since Yahoo network are all authority sites can expect more genuine traffic. Google search base would definitely increase, so would the search volume.

What this means to Yahoo?
Expanding the Yahoo-Google advertising alliance, would actually mean additional revenue from google and also this alliance would lead to increase in competition for ad space, and this would mean bid for ad space would go up and so will be the revenue for Yahoo.

We will have to wait and watch the impacts this alliance.