Retention Edge E16: GA4, GEO & the "Golden Era" of Google Ads

In this episode of The Retention Edge Podcast, Eric sits down with Nick Trueman, founder of Spec Digital and host of the Winning with Shopify podcast.

With nearly two decades of experience in PPC, SEO, and ecommerce, Nick is the perfect guy to talk with about how the digital marketing landscape has evolved, from the “good old days” of Google Ads to today’s AI-driven ecosystem.

Let’s dive into the key takeaways from a value-packed episode.

The Evolution of Search and Ads

Back in 2007, running Google Ads was simpler… but not necessarily easier.

There were no conversion-tracking tools, no automation, and very little data.

Today’s marketers have more data than ever. But most aren’t using it correctly. Nick estimates over 90% of brands don’t have accurate tracking in place.

The “golden era” of Google Ads isn’t behind us. For those who know how to analyze and act on data intelligently, it’s right now.

Why Most Brands Still Struggle with Data

Many tracking problems stem from GA4 rollouts, cookie laws, and poor setup, but also from teams not understanding how to act on their analytics.

The EU’s obsession with privacy laws has ironically made data less usable without improving real user protection.

The UK is now phasing out cookie banners for legitimate commerce, something Nick believes will massively improve UX.

The Rise of GEO (Generative Engine Optimization)

Call it what you want — GEO, AIO, LLMSEO — the emerging SEO discipline focused on ranking within AI search engines like ChatGPT and Gemini. Whatever the name, it’s taking over.

The big problem? Generative models now use your content without sending traffic back to you. That threatens brands that rely on organic visibility.

Lawsuits against AI companies for “training theft” (like Anthropic’s) hint that AI content rights will be the next major legal frontier.

How Ecommerce Brands Can Adapt to the AI Era

Some brands are blocking AI crawlers entirely to avoid losing value. But Nick argued it’s better to embrace and experiment.

The early movers win.

His advice? Focus on owning the customer relationship:

• Convert every visitor into an email subscriber or app user.

• Create loyalty loops through user-generated content and community.

• Build retention and lifetime value rather than chasing new customers.

The next big opportunity lies in AI-powered chat and personalization, but only if brands use it to add value, not replace the human touch.

AI Tools, Chatbots & the Future of Ecommerce

AI chatbots can reduce customer service costs and boost conversions if implemented well.

The best bots clearly state they’re AI, show credibility (“Solved 97% of queries last week”), and can connect to humans fast when needed.

Image generation, smart product recommendations, and conversational search are already delivering results.

But full “agentic commerce” (where AI automatically buys for users) is still years away.

If you’re trying to make sense of data chaos, privacy laws, and AI’s role in marketing, this episode is a must-listen.

Tune in to hear real stories, examples, and tactical advice from a great ecommerce mind.

Watch or listen to the full pod below:

You can also find it on Spotify. Wherever you listen, don’t forget to like, rate, review, comment, subscribe. Each interaction helps us bring more experts on to share their wisdom (always free, btw).

If you want to hear more from Nick, or connect with him, check him out at:

• The Winning With Shopify podcast

• Nick’s LinkedIn

• Nick’s PPC & SEO agency, Spec Digital

I’ll be back later in the week with the latest from around the ecom world, plus our regular deep dives into retention and sustainable growth strategies.

Talk soon,

Pietro and The Retention Edge Team

PS: thinking about launching your own app? Go to our website to get a preview of your app for free, or shoot me a DM on LinkedIn to talk about it.