Microsoft Clarity Adds Custom Brand Terms to AI Visibility Reporting
Clarity now lets teams customize brand terms used to classify branded queries in its AI Visibility dashboard, with options to group terms under a brand name.
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Analytics Updates
What's changing in GA4, AI search measurement, tracking, attribution, and analytics.
Expert-curated updates on the measurement changes, platform developments, and analytics practices that can affect how businesses track, interpret, and grow.
Editorial focus
Signal over noise
Context that lasts
Actionable perspective
What belongs here
Clarity on changes that matter to measurement.
Analytics Updates is an editorial intelligence section for developments that may change how teams collect, interpret, or act on measurement data. Each update is selected for practical relevance and considered in the context of real analytics work.
Coverage will span GA4, AI search measurement, tracking and tagging, attribution, and data and reporting—explaining what changed, why it matters, and what businesses may want to check.
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Analytics intelligence, without the noise.
Google Analytics Adds Hostname Allowlists to Help Control Unwanted Traffic
Google Analytics added Include hostname filters, allowing property teams to define approved hostnames while accounting for Measurement Protocol and empty-hostname behavior.
Read updateMicrosoft Clarity Introduces Page Classification for Bot Activity
Clarity’s Bot Activity dashboard can group bot activity by page type using automatic classification and customizable URL-based rules.
Read updateGoogle Analytics Adds More Flexible Conversion Attribution Windows
Google Analytics now supports integer lookback windows for click-through and engaged-view ad conversions, broadening the available choices beyond fixed presets.
Read updateMicrosoft Clarity Connects AI Crawler Activity With Website Referrals
Clarity’s AI Scrape-to-Referral Insights adds a ratio card comparing AI scrape activity with referral traffic and links into session recordings for further review.
Read updateCurated for relevance
Focus on meaningful platform and measurement changes, not a stream of minor announcements.
Explained in context
Connect what changed to the data, implementation, and decisions it may affect.
Practical next steps
Highlight what teams can verify, review, or consider in their own analytics setup.