Category: Analytics

Brand Equity and Its Impact on Revenue

Brand Equity and Its Impact on Revenue

It has long been common for marketers to have separate media buying budgets for branding efforts and performance-driving efforts, with each living on their own proverbial side of the house. Branding budgets have historically had their own set of KPIs, different from those tracked and measured for performance marketing initiatives, with the dichotomy implying that […]

Incrementality in Marketing: What It Is & How to Calculate It

Incrementality in Marketing: What It Is & How to Calculate It

Which aspect of your last campaign should get the credit for turning an interested prospect into a paying customer? Incrementality is all about measuring the relative contributions of each ad set, media channel, and marketing tactic, so you can understand the true value of every piece of your plan. Whether you’re trying to dial in […]

Defining & Calculating Return on Ad Spend (ROAS)

Defining & Calculating Return on Ad Spend (ROAS)

Wondering how to calculate ROAS? This oft-spotted acronym is an integral part of gauging the success of certain advertising efforts within a given marketing strategy. Whether you’re looking for info to boost your general knowledge base or want to understand the relationship between ROAS and campaigns, this quick guide has you covered.   What Is […]

Google Analytics 4 Guide: What’s New & Important for GA4? [2023]

Google Analytics 4 Guide: What’s New & Important for GA4? [2023]

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. GA4 is a new Google product that allows for Web and App data to […]

Google Announces Universal Analytics Sunsetting Date

Google Announces Universal Analytics Sunsetting Date

Google has officially announced plans to sunset their popular Universal Analytics (UA) platform on July 1, 2023. GA360 properties will be given a three-month extension, and will stop processing hits on October 1, 2023. The previously processed data within your Universal Analytics properties will be accessible for at least six months; Google plans to “provide […]

How to Use UTM Codes for Campaign Tagging

How to Use UTM Codes for Campaign Tagging

*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, you can […]