Editorial
Research and analysis from the team behind the Upp.ai platform, covering paid media, measurement and AI execution.
Last-click hands one channel the credit. MMM reads the whole mix. When each one is right for ecommerce budget decisions — and how to start before Q4 planning closes.
Upp.ai insights team
Black Friday lands on 27 November — the first peak since Google shipped four major control changes. The four-week countdown for UK retail accounts: what to audit, what to set, and what to freeze.
Upp.ai insights team
Meta rebuilt ads delivery around one central AI model and claims 18.9% more conversions — with no setting to check and no baseline to verify. What GEM, GenRecs and Andromeda change, and the number that's actually on your invoice.
Upp.ai insights team
Google has made Conversion Lift self-serve for Search and Performance Max. How to run holdout tests that separate the sales your ads caused from the sales you'd have made anyway.
Upp.ai insights team
September's AI Max migration quietly rewired how Search campaigns match and report. The metrics worth presenting now, the ones to retire from the board pack, and how to reconcile the change.
Upp.ai insights team
PMax assembles your ads from your product data, so the feed decides which auctions you enter. A practical playbook for UK retail — and the 31 January 2027 image deadline to beat.
Upp.ai insights team
Google is rolling out channel prioritisation and budget allocation controls from 15 October. What UK retail teams can set inside PMax, what they still can't, and the February 2027 date to diary.
Upp.ai insights team
Finance is now asking a different question, and incrementality is the only lens that answers it.
Upp.ai insights team
The same automation concept as Google's, with different inventory, less signal and its own pacing. Where the two differ and why they should be managed separately.
Upp.ai insights team
Two Search features move into AI Max automatically between 1 and 30 September. What changes, which defaults switch on, and the checklist to run before the window opens.
Upp.ai insights team
53% of PPC professionals say the job is harder than it was two years ago. The reason is not a skills gap: purchase intent now forms across more surfaces than any team can watch.
Upp.ai insights team
In two years, answer engine optimisation (AEO) and generative engine optimisation (GEO) have gone from SEO jargon to the fastest-rising discipline in search. The demand your campaigns bid on is increasingly read, and answered, by a model first. Here is what the answer layer means for paid media, and for the money behind it.
Upp.ai insights team
From 17 August, budget-limited campaigns on Target CPA and Target ROAS will deliver the number you typed, not the number you got used to. More configuration work has just landed on every media team. The winners will treat it as strategy.
Upp.ai insights team
Global ad spend crossed $1 trillion in 2025. The 1,306 professionals behind the industry's largest survey say the work has never been harder to control, or to prove. Here is what the data actually says, and what the strongest teams are doing about it.
Upp.ai insights team