Google Analytics 4 (GA4) has been more than a migration; it is forever changing how both in-house and agency digital marketers use their analytics data to inform their campaigns and strategies.

Event-based tracking. Event-based tracking with Google Analytics 4 reveals user behavior across websites and apps, providing better insights into customer journeys. Conversion and engagement. Key ...

Google’s new open-source tool lets AI models like Gemini access Google Analytics data through natural language queries. You can get answert questions like “What were my top products last month?” ...

Overview Google Search is evolving to give users more control over the sources they see at the top of search results.As misinformation increases, prioritising t ...

GA4 proves to be an incredibly valuable tool, offering extensive insights into your website’s performance. While certain metrics and dimensions come pre-configured by the tool, others require partial ...

Google is updating GA4 attribution models to fix paid search conversion tracking issues. This update will increase conversions attributed to paid search, impacting ad spend. Google recommends ...