Step away from the vanity metrics.
How to track AI traffic in Google Analytics 4 (GA4)
AI-driven traffic is on the rise. Learn how to identify and track AI referrals in GA4, ensuring more accurate reporting as new AI tools emerge.
How to start a career in digital marketing
Some thoughts on what you can do if you are interested in a career in digital marketing.
Using GTM and GA4 to track multiple forms
A walkthrough of several methods to track form submissions in GA4. How can you do it ‘properly’ when the easy option does not work?
What skills does the modern marketer require?
What does it take to be a successful marketer in 2024 and beyond? A reflection on the skills that I believe you need to have in your tool box to excel in marketing.
GA4 User Engagement
GA4 is not winning the hearts and minds of digital marketers around the world. A look at user engagement and why it appears to be broken.
Google U-turns on 3rd party cookie deprecation in Chrome
The stuttering death of 3rd party cookies in Chrome is pushed back (again) as Google announces that the deprecation is on hold.
Seasonality and organic traffic
Understanding seasonality in search traffic can help you plan strategically for your business. Here’s how to get to grips with MoM and YoY traffic.
The problem with new vs returning users
Find out why GA4 is likely undercounting your returning visitors, and why there is no ‘ideal’ split between new and reurning users.
Email reports in GA4
Cue the fanfare… You can now schedule reports from GA4. Welcome to some very long overdue functionality.
Why you might see duplicate events in GA4
Were you as puzzled as I was when GA4 started showing duplicate events with a number 2 appended to them? Here’s how to fix it.
GA4 data and reporting issues
As agencies and in-house marketers prepare to compile monthly reports, GA4 presents them with a number of data and reporting issues. Find out what they are, and what you can do to fix (some) of them.