Hi there,

Happy Friday! You made it.

Under pressure from a probe into its data usage, Google is already making changes.

As my colleague Ronan Shields reported, Google Analytics got a bit of an overhaul earlier this week when the company announced updates designed to help marketers better measure the success of ad campaigns in real-time.

Among those new features: advertisers will know when certain product topics are trending; they can now measure how YouTube ads, in-app and on the web, perform in organic channels, like email.

Read the full story from Shields.

What else we're covering:

• Democrats are much more active on Twitter than Republicans.
• YouTube ramps up efforts against to remove QAnon-related content.
• Snapchat releases a competing feature to TikTok and Instagram Reels.

Stat of the Day: Of the 2,500 mom-and-pop book stores in the country, about 20% are in danger of permanently closing due to the effects of Amazon and Covid-19.

Need a break? Let my girl Florence carry you into the weekend.

And if you can't "shake it out," please send news tips to sara.jerde@adweek.com. If I don't hear from you, thanks for reading all the same. Have a good weekend; see you here on Monday.

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The grocer created Chefbot with 360i as a way to cut food waste.

In the sports realm there are many winners—athletes, teams, leagues, media, and of course, brand marketers. This year, however, has tested the mettle of all sports pros. 

Join Adweek for the Brandweek Sports Marketing Summit and Upfronts, a live virtual experience on Nov. 16-19, to hear from leading sports figures on and off the field on how they successfully navigated a year of upsets and transformation, and what's in store for the year ahead. 

Early-bird passes available until 10/26. Register now.

The platform created videos on topics including passwords as part of National Cybersecurity Awareness Month.

Its policies now cover suggestions that others are complicit with conspiracy theories.

The feature is the messaging app’s answer to TikTok, Instagram Reels.

92% of all tweets during its study came from the most prolific 10% of users.

Five artists’ works will be showcased in a virtual gallery.

It teamed up with the Black in Fashion Council and the Council of Fashion Designers of America.