Product Update September 2026

Hey There ,

September brings incrementality testing and new ways to group and bring in your data. ChatGPT Ads is now available as an integration and Quin has more room to work.

Here's everything you need to know 👇

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Tags

Group your channels, campaigns, ad sets and ads once, then use that grouping across the platform. Tags run on rules you set yourself, based on channel, medium or name. Anything that matches gets tagged automatically, including campaigns that go live later.

Your tags show up as a column on every performance page and in your exports. You can also filter any performance page or Filtered View by tag.

Go to Settings and create your first tag. The preview shows which campaigns, ad sets and ads match your rules before you save.

Read more in the helpdesk.

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Incrementality testing

Are your campaigns creating demand or just capturing it?

Attribution tells you where a conversion came from. The next question is whether your campaigns actually caused it, and that is the one incrementality testing answers. It's now available in the platform!

Use incrementality testing to:

• Know whether spend is creating new demand or capturing demand that was already there
• Compare channels on what they add, so budget moves are based on evidence
• Get a real-world check on top of your existing attribution, feeding findings back to recalibrate UMM for the next cycle

Read the incrementality testing guide to see how a test works and when it's worth running one.

Want to go straight to incrementality testing in the platform? Click here.

Already know which channel or campaign you want to test? Get in touch with support or your CSM to set up your first test for €399.

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ChatGPT Ads

Want to see how ChatGPT Ads contributes to conversions alongside everything else you run?
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You can now connect ChatGPT Ads to Billy Grace. Once connected, your ChatGPT Ads performance shows up on the Paid Performance dashboard next to your other channels.

Go to the integrations page in Billy Grace, select ChatGPT Ads and connect your account.

To attribute the traffic, add these parameters to your ChatGPT Ads:

&bg_source=ca&bg_source_id={ad_id}&bg_campaign={campaign_id}

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Quin full screen

Quin now opens in full screen from the sidebar, next to Home. That gives you more room for longer conversations, reading through answers and running workflows.

Click Quin in the sidebar and ask a question.

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Custom import via Google Sheets

You can now add a Google Sheet as a source for your custom imports, alongside SFTP and BigQuery. Keep your data in a spreadsheet you already work in and we will pick it up from there.

Set it up in a few steps. Go to Custom Imports, choose Google Sheet as your method, paste the URL of your spreadsheet and share it with Billy Grace as a Viewer.

Read more in the helpdesk.

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That’s it for September!

See you next month 👋
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