They just left a channel, not the brand
👤Every unsubscribe gets attributed to the channel where it happened. Almost none get attributed to the customer relationship, Google expands AI search with new shopping tools, and more!
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👤They just left a channel, not the brand
🖼️ Google Expands AI Search & Shopping
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👤They just left a channel, not the brand
Every unsubscribe gets attributed to the channel where it happened. Almost none get attributed to the customer relationship.
That’s why many lifecycle dashboards quietly overstate churn. They measure where the conversation stopped, not whether the customer actually disappeared.
Imagine this customer:
They unsubscribe from SMS on Monday
Open two emails during the week
Browse your site on Friday
Buy again the following Tuesday
The SMS dashboard records a loss. The business retained a customer. Those are two completely different stories.
Before treating the next unsubscribe as churn, ask a different question:
Did the customer leave the brand, or only this channel?
Start by measuring what most brands never calculate.
Audit 1: Measure False Churn
Instead of counting everyone who unsubscribed from SMS or email, identify everyone who remained active on another owned channel within the following 30 days.
False Churn Rate: Customers active on another owned channel within 30 days ÷ Total single-channel unsubscribes
A surprisingly high number means you’re measuring channel attrition instead of customer attrition.
Audit 2: Find Your Migration Paths
Don’t assume customers disappear. Track where they go next.
This table isn’t a playbook, it’s a list of hypotheses and your own data decides which ones are true.
Audit 3: Validate Before You Automate
Take customers who unsubscribed from SMS but still engaged with email within the next month.
Split them into two equal groups:
One group receives nothing
The other receives one simple message: “Looks like text messages weren’t the right fit. We’ll keep updates in your inbox instead.”
Then compare the two groups over the next 30 days.
Measure:
Email engagement
Repeat purchase rate
Additional unsubscribes
Revenue per customer
If meaningful differences appear, you’ve validated channel migration instead of assuming it.
Replace Channel Reporting With Relationship Reporting
Every month, calculate these three metrics.
Those three numbers reveal whether customers are actually leaving your business or simply choosing a different way to hear from it.
Omnisend can automate this workflow by detecting unsubscribe events, checking activity across every remaining channel, and triggering the appropriate follow-up automatically instead of treating every opt-out as the end of the relationship.
Brands using Omnisend generate an average of $79 for every $1 spent, migration is free and takes up to five days, and AI can build the automation for you. You can get started with a ready-made prompt.
Good lifecycle marketing isn’t measured by how many subscribers you lose. It’s measured by how many relationships you preserve after preferences change.
Together with AirOps
What 400+ Sites Reveal About Surviving Google’s AI Overviews
Everyone’s bracing for Google Zero. Cyrus Shepard studied 400+ sites and found the ones still growing share five specific traits.
Zero-click search is real. The “SEO is dead” takes are not the full story.
Cyrus mapped what’s actually driving organic growth right now, plus the 17 content types most likely to survive Google Zero.
On July 23rd, AirOps is hosting Cyrus for a practical session on what every content team is trying to decide: what to keep investing in, what to rethink, and where AI actually helps.
You’ll walk away with:
The five traits behind sites still growing in Google
Which content formats still earn their keep, and which are getting harder to justify
How to turn proprietary assets you already own into content
Where AI fits now: what to stop producing faster, what to build instead
This webinar is built for everyone, from SEO and content leaders to content directors and growth teams.
Can’t make it live? Register anyway and get the recording in your inbox within 24 hours.
🖼️ Google Expands AI Search & Shopping
Google introduced new AI-powered search, shopping, and advertising features as it marks 25 years of Google Images, while giving merchants and advertisers more visibility into AI-driven discovery.
The Decode:
Google Images Turns 25 - Google launched a personalized Google Images homepage and is bringing Nano Banana-powered image generation into AI Overviews, allowing users to create custom images directly from Search.
Merchant Center Gets AI Insights - Merchant Center is piloting AI Performance Insights, showing brands their AI Mode and AI Overviews visibility, share of voice versus competitors, and shopping query trends. The report currently tracks organic AI traffic only and is available to select U.S. merchants.
YouTube Ad Controls Expand - Google Ads now lets advertisers manage reach and frequency across multiple YouTube video campaigns from a single campaign group while keeping individual budgets and creatives separate.
ROI-Based Optimization - Google said its Meridian study found that an average ad frequency of 2.7 impressions per week produced a 19% lift in ROI, with the new controls designed to help advertisers reach that target.
Google is expanding AI across the full search journey, from visual discovery and image creation to shopping analytics and advertising optimization, while giving businesses better tools to measure visibility and performance in AI-powered experiences.
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