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Top marketing KPIs explained
William Shakespeare once pondered the question: “What’s in a name?” The same question could be asked of the multitude of KPIs that modern digital mark...
Marketing efficiency ratio – explaining MER in marketing
As a digital marketing professional, you know some metrics matter, and some metrics miss the mark. Marketing efficiency ratio (or MER, for short) fall...
What is incrementality? The marketer's guide for 2025.
With budget constraints tightening and increasing economic uncertainty, marketing measurement is the guiding light for all those within the industry, ...
A better way to think about vanity metrics in marketing
The word vanity is often reserved for those who showcase an inflated sense of pride in themselves. It also indicates that something is empty, worthles...
The importance of owning your reporting data
In July 2019, Google announced their new “App + Web” property, which would later be renamed to Google Analytics 4. Immediately post announcement, most...
How GA4 improves with other Google products
You’re a smart digital marketer. Which means you already have your Google Analytics 4 account up and running already, right? Of course! One of the fir...
GA4 brings machine learning to the forefront
As we covered here, Google Analytics 4 has a few new features and structures that set it apart from Universal Analytics. One of the most important str...
How to analyze marketing data: 6 expert tips
You've likely heard that data is your organization's lifeblood — yet many businesses aren't harnessing its power. While 59% of marketing teams claim t...
Give us 9 minutes to convince you that GA4 is better than UA
Yep. You read that right. Not only do we know that Google Analytics 4 is better than the outgoing Universal Analytics, but we’ll also convince you of ...
Five ways to solve the marketing data challenge
No. The “marketing data challenge” is not the latest dance trend on TikTok, but rather a tricky and intricate balance that performance and digital mar...
