In the ever-evolving landscape of digital privacy, staying ahead of regulatory changes isn't just good practice – it's essential for maintaining effective marketing strategies. Google's Consent Mode - and in particular Consent Mode v2 - is a critical update for anyone using GA4 or running Google Ads. If you’re involved [...]

Understanding how users navigate your website is crucial for optimising user experience, improving conversions, and identifying potential areas of friction. GA4's Path Exploration reports can help you to map out user journeys, revealing valuable insights into how users interact with your site. What is a Path Exploration Report? The path [...]

Understanding how users navigate your website is key, for both conversion optimisation and working towards improving your users’ experience. One way to do this is through GA4’s Funnel Exploration reports. What is a Funnel Exploration Report? The funnel exploration report lets you visualise the steps your users take when completing [...]

In today's mobile-first world, speed isn't a luxury—it's a necessity. Users expect instant access to information on their smartphones, and if your website isn't up to the task, they'll quickly move on. A 2019 Google survey revealed that 75% of smartphone users expect immediate information. For businesses wanting to connect [...]

Did you know that you have the power to predict the future using your past data? GA4’s predictive analytics can help you do just that. Read on to find out how you can anticipate future trends and stay ahead of the curve!   What are Predictive Metrics? GA4’s predictive metrics [...]

The Importance of Mobile Experience for Users Mobile devices have become the primary way that many people access the internet. In fact, according to Statista, in 2023, 58.67% of all website traffic worldwide came from mobile devices (excluding tablets). This trend is only expected to continue in the coming years. [...]

What are Built-In Variables? Built-in variables are pre-defined functions within GTM that automatically capture common information around website interactions. These variables act as placeholders for dynamic values, such as clicked elements, page URLs, and user engagement metrics. However, it's crucial to note that built-in variables are not enabled by default. [...]

What is a Parameter? In Google Analytics, parameters are additional pieces of information that provide context and details about user actions or "events" on a website or app. They are essentially key-value pairs attached to these events, with the "key" representing the parameter's name and the "value" holding the specific [...]

The above question often marks the beginning of an ads-based conversation we would have with a client. With a plethora of options like Google Ads (Search, Display, YouTube), Meta Ads (Facebook, Instagram, Messenger), LinkedIn Ads, Microsoft Ads, TikTok, and Spotify, it can be challenging to decide which platform offers the [...]