Blog: Analytics

With browsers tightening privacy rules, ad-blockers on the rise, and cookies becoming less reliable, traditional client-side tracking is rapidly losing its accuracy. In fact, up to 40% of conversions are now hidden from browser-based tools, which means that marketers are often optimizing campaigns based on partial or distorted data. Server-side tracking changes that equation. By […]

Think back five years. TikTok was a fringe lip-sync app, third-party cookies seemed immortal, and most “Buy Now, Pay Later” buttons hadn’t appeared yet. If your product’s most critical user flow was last redesigned in that era, or even two years ago, its once-dependable conversion rate is probably living on borrowed time. As the saying […]

Google Analytics 4 is full of advanced features, but unlocking its full potential takes more than just a basic setup. Whether you’re tracking conversions, spotting drop-offs, or sharing reports with stakeholders, the right GA4 techniques and tricks can make your data far more actionable. To help you get more clarity, efficiency, and impact from your […]

For every D2C eCommerce business, regularly assessing performance is key to understanding how well it’s doing and where improvements are needed. But which D2C analytics metrics should you focus on to get a comprehensive view of your brand? Darya Kislova, our marketing analyst, has compiled a list of the 10 most important D2C metrics that […]

Figuring out what drives growth can be tricky for marketers. But that’s where incrementality testing comes in. This methodology helps businesses measure the real impact of their marketing initiatives and separates the noise from what drives actual results. While measuring incrementality can be challenging, there is no need to worry. Darya Kislova, our marketing analyst, […]

The holiday season is the busiest and most profitable time for eCommerce businesses, with shoppers eager to find the perfect gifts whilst taking advantage of discounts. Every business should embrace this opportunity by preparing for the event, providing a great shopping experience, and standing out in a competitive market. Uncover plenty of helpful tips in […]

Nonprofit organizations differ from businesses and have their unique mission and goals. However, like any organization, nonprofits need to market themselves effectively to reach their target audience and achieve their objectives. Effective advertising plays a big role (investments in digital advertising by nonprofits increased by 28% in 2023), but it’s equally important to measure and […]

Customers’ path to the conversion is complicated and nonlinear at times: users come and go and return to the site again using various sources such as organic searches, referral links, or an ad targeted to a user in one of the social networks. Here come attribution models in GA4 to determine which source made the […]

Nowadays, businesses face the challenge of constantly refining their advertising campaigns to optimize performance. Given the complexity of the modern consumer’s journey, with its numerous touchpoints and channels, leveraging analytics in advertising plays a crucial role for businesses in achieving their desired outcomes. In 2022, Gartner reported that 53% of marketing decisions were driven by […]