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Making data-driven decisions is difficult without analytics tools to help you out. Even if your data already exists in marketing platforms, CRM, financial systems, or survey tools, this scenario doesn’t give the insight you need to draw decisions from your data. Luckily, there are multiple analytics platforms to choose from. We’ll cover two of them: ...

Jul 19, 2022 | 10 minute read

Google Analytics 4 vs. Universal Analytics: what’s the difference

If you’ve seen the news, you know about the sunset of Google’s Universal Analytics. As customers no longer browse through products on the web in an expected path but rather through multiple touchpoints, you need a modern and improved data measurement solution. That’s what Google Analytics 4—or GA4—is for. Before all standard Universal Analytics properties ...

Jun 28, 2022 | 6 minute read

The ultimate guide to Google Analytics 4

You’ve probably noticed that Google Analytics 4 —or GA4—has been the talk of the town recently—unless you’ve been living under a rock. On the one hand, most marketers are excited about this new era of analytics since GA4 unlocks and gives more analytics capabilities. With, for example, probabilistic matching and event-based tracking. On the other ...

Jun 7, 2022 | 10 minute read

In October 2020, Google launched the newest version of Google Analytics 4 or GA4. The marketing around this launch focused on its powerful features. If you haven’t moved across to GA4 now, then you’ll want to keep reading. Let’s look at GA4 in more detail and why you should start migrating now. Fast forward >> ...

May 12, 2022 | 9 minute read

Exporting data from Google Analytics—or Universal Analytics—to Google BigQuery: Saving your historical data

After nine years of dedicated service, Google Analytics— or Universal Analytics—will finally step down and give the crown to its successor—Google Analytics 4. Google Analytics has been around for 15 years, and for the very first time, Google gives the platform a complete makeover. This time we’re not only talking about a brand new UI ...

Apr 19, 2022 | 6 minute read

third-party cookies

The use of third-party cookies is coming to an end, and eventually, cookies will be abandoned altogether.  What should digital marketers do when the majority of their online traffic becomes anonymous? The use of third-party cookies that capture online behavioral information has long been a driving force in digital marketing, both in terms of targeting ...

Oct 8, 2021 | 5 minute read

Content marketing funnel audit

A funnel depth audit is one of the most important things you can do for your website. I do them quarterly for my clients. How often you should conduct them depends on your content publishing cadence. The funnel depth audit informs the makeup of your content. Most often, I’ll classify/tag the content as top, middle, ...

Sep 8, 2021 | 16 minute read

What is Google Analytics sampling and how to avoid it

Google Analytics packs a ton of data that helps you grow your business. By analyzing that data, you can uncover valuable insights about your website performance and visitor behavior. However, there’s one problem that can undermine the reliability of your Google Analytics reports. It’s none other than data sampling. In this article, we’ll show you ...

Sep 3, 2021 | 15 minute read

Google Analytics 4

If you have a tendency to get nerdy about web analytics data (like we do), you’ve probably already played around with the new Google Analytics 4.  In fact, you may have even tried Supermetrics’ Google Analytics 4 connector. And if you’ve set up GA4, you’ve probably learned that instead of measuring “hits” on the session ...

Apr 13, 2021 | 10 minute read

How to import data from Google Analytics to Google Sheets

If copy/pasting Google Analytics data to Google Sheets is bogging you down, how about I show you a much faster (and much less painful) way to import your data? So open a fresh Google Sheet and let’s get into it. Step 1: Install the Supermetrics add-on First things first. To import Google Analytics data (including ...

Dec 17, 2020 | 5 minute read

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