marketing
The modernisation of marketing and the role of marketing analytics
Navigating the ever-evolving landscape of marketing technology, I've come to terms with a key realisation: marketing analytics is marketing. This acknowledgment hasn't…
Measuring marketing ROI with GA4's acquisition reports
By analysing acquisition reports, businesses can identify which channels and campaigns are driving the most high-quality visitors to their website.…
Using UTM parameters for tracking campaigns in GA4 (properly)
When Google bought Urchin and adopted the usage of UTM parameters (Urchin Tracking Module to the uninitiated), I was 6…
Defining the Campaign Timeout in Universal Analytics
I've been running Google Analytics training since 2016, and every time without fail I am met with puzzled faces when it comes…