GA4 Predictive Audiences
Agency POV Google recently rolled out their highly anticipated Google Analytics 4 that leverages machine learning models to provide marketers with some unique tools that can help improve performance and drive results across Google Ads. Perhaps the most intriguing of these is the ability to create Predictive Audiences. Before diving too deeply into this article […]
The Digital Marketing Analytics Checklist
A Digital Marketing Checklist to Make Your Data Work for You Digital marketing analytics can provide a wealth of information regarding consumers’ preferences, behaviors, and desires. It can also help marketers measure the effectiveness of their marketing practices and strategies. There are hundreds of ways for brands to use data to grow their business. […]
Google Analytics 4
Google’s most significant change to its analytics platform launches in response to a cookie-less future. What you need to know to keep your competitive edge. Introduction to GA4 Google recently released its newest analytics offering, Google Analytics 4, and that’s a big deal. GA4 is an entirely new analytics platform from Google that is meant […]
Analyzing the Health Insurance Customer Journey
You know the saying about taking a walk in another person’s shoes? If you’re in the business of providing health insurance plans, your marketing efforts need to start by donning more than just a new pair of shoes. To really understand how people find their way to your company, and also understand their experience once […]
Enabling Enhanced Ecommerce With and Without Shopify
Enhanced Ecommerce is an extension of the reporting available via Google Analytics Ecommerce reporting. As the name suggests, enabling this reporting expands upon what e-commerce information is available within Google Analytics. Enhanced Ecommerce provides additional information around shopping behaviors and checkout behaviors. Examples of Enhanced Ecommerce Reports Enabling Enhanced Ecommerce (EE) looks to populate the […]
How to Track Dark Social in Google Analytics
What is Dark Social? The channel Dark Social contains users who arrive to a website via a messaging app, and it’s currently incorrectly tracked in Google Analytics. Read The Atlantic’s post on Dark Social as a primer, otherwise you’ll quickly get lost. Dark social is really just another channel so we’ll be changing how […]
What Happened to My Precious Keywords?
(Not Provided) Increases to 51% of Referring Keywords In October of 2011, Google began encrypting search data in an effort to offer greater security to the personalized data of its users. As a result, the referring keywords used by people to find your content online were hidden in Google Analytics and replaced with (Not Provided). […]
How Statistics Drive Smarter Marketing
Online marketing is a complex, ever evolving combination of elements including timing, segmentation, and brand recognition. Paid search marketing teams work diligently to find the perfect mix of these components in order to allocate resources properly, and generate pertinent client recommendations. While the correct use of the aforementioned elements are ‘tried-and-true,’ what about statistics? […]
SEO Experiments – Evolving the Parallel Path Organic Search Offering
Parallel Path’s Chief Data Office-fur A Google search for “search engine optimization” will return upwards of 64 million results – the majority of which are tips, tutorials, and beginner guides. Every SEO has their own opinion on what factors and elements affect SEO and to what degree, but not everyone can back these opinions with […]