*This is a guest post by Caitlin McCluskey-Fitch (She/Her), Senior Digital Analyst at Tinuiti Have you ever looked in Google Analytics to see how a campaign performed and only been able to find data for the overall traffic source, not the specific campaign? What Is UTM Campaign Tagging? Using UTM parameters, […]
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Google Analytics 4 (GA4) marks a major shift in thinking about how web and app properties are tracked. Formerly called “App + Web properties” in beta, Google Analytics 4—announced in October 2020—builds upon the foundation of cross-device unified measurement introduced in July 2019. Acknowledging the increasing overlap between web and mobile app development and content, […]
Google is saying goodbye to last-click attribution, but what does that mean for the future of measurement? What is the alternative for advertisers? All valid questions. But the first question we need to ask is, why are these changes happening in the first place? Privacy has been the theme of 2021, and that theme will […]
When it comes to driving revenue for your business, not all customers are created equal. In fact, the majority of your revenue is driven by only about 10% of your customers. Those customers are your most valuable — and if one of them churns, your business will take a huge hit. How can you identify […]
Facebook is a behemoth of the advertising world. The company is gaining ground on Google’s market share and drove over $33 billion in ad revenue during 2019. Unfortunately, the advertising platform can also be tricky for marketers as its conversion data lives in a silo and is not easily integrated with other platforms–making measuring Facebook ad […]
What if you could see the future? We’re not talking about a sixth sense. In this article, we’ll cover how brands can use predictive analytics to discover insights about and plan their marketing for the future. What is Predictive Analytics? The data analytics experts at SAS define predictive analytics as: “Predictive analytics is […]