As a data-driven agency, data is a decision-driver for us. But what if our data is wrong? When using analytics tools such as Google Analytics, we know that our data will never be 100% perfect as there might be discrepancies coming from many different factors: ad blockers, consent to be respected, cross-device tracking, ad fraud, bot traffic,

We’re done waiting ! After years of non-progress Google officially announced yesterday their massive step towards unification of data coming from applications and web platforms in GA : Web + App Properties.

Data Modeling in Google Analytics 4 (GA4): The Role of Reporting Identity

Data sampling is a hot topic when it comes to Google Analytics. Especially for websites with huge data sets (think of ecommerce with hundreds or even thousands of products), using the free version of Google Analytics often limits us to only be able to see a fraction of the data. 

 It’s been almost exactly a year since we started pushing our clients into adopting Google Analytics 4.

Google finally launched their new product after many exciting months of bèta testing their App + Web property. Indeed, Google Analytics 4 is now the main property type in Google Analytics. If you are creating a new property today, you will end up with a GA4 property by default

About a month and a half ago, we attended the Google Marketing Platform partners Summit in San Francisco (#GMP2018). During two days Google product managers and developers gave presentations on the latest developments in Google Analytics, Google Tag Manager, Google Data Studio, Optimize, Google Ads, Search Ads 306, Display and Video 360 and

A quick guide to get you started

Unless you’ve been living under a rock (or took a super long holiday...lucky you), you must have heard that Google recently launched a new property feature:

INTRODUCTION

In the ever-evolving digital landscape, effective marketing campaigns rely on data-driven insights to optimize performance and drive better results. As digital marketeers, harnessing the full potential of available data is crucial for the business of our clients.

To be able to manage campaigns and evaluate their

Introduction

“Eliot, we are worried that our advertising activities are not profitable… can we tell us how much our maximum cost per lead should be in order for us to be profitable?”. This question came from Jérôme Stefanski (CEO), Pauline Jobelot (CMO) and Stéphanie Fay (Growth Marketing Manager) from Little Guest. And this

Introduction

Mid August 2020, Into our first article “What is Server-side GTM and why should you care? A very short

If you’re using Google Analytics on a regular basis, you must have seen a notification popping up in your account, asking you to try out the new Google Analytics property: GA4.

Indeed, Google has finally launched their ...

If you haven’t heard about GA4 before or you didn’t start the initial setup, I recommend you to start reading the excellent article ‘The new Google Analytics

The importance of reporting Identities in GA4

1st of July 2024 marked an important day, the sunset of Universal Analytics (UA). This means all users were forced to transition to Google Analytics 4 (GA4) and let go of their beloved UA. By now, most of us have had time to familiarize

Recently, many advertisers got an email titled: “Important: GBRAID parameter will be enabled for your URLs to measure your iOS14.5+ conversions”. But what is the GBRAID parameter exactly, and how will it affect your tracking?

What is GBRAID?

Since Apple’s ATT policies took effect in 2021, Google no longer sends the Google

Bounce Rate is a hot topic when it comes to Google Analytics and website analysis. How many times have you or your client asked if the website is attractive to users, if they stay for a long time and what they do there? For any relevant analysis of the user experience on a

The launch of GA4 has been a bumpy ride. GA4 is a significant change of the previous version of Google Analytics, Universal Analytics. It introduces new features, data modeling and reporting that require a significant learning curve for users. Additionally, some users have reported technical issues with GA4, such as data discrepancies,

Back to basics – Why a high bounce rate is not necessarily a bad thing

You probably have come across the news, received an email, or encountered a pop-up in Google Analytics regarding this change: standard Universal Analytics properties have stopped processing new hits since July 1, 2023. The deadline for 360 Universal Analytics properties has been extended to July

The launch of the Store Visits in Google Analytics

Big News! You might have heard it. Recently Google released a new beta feature: “Store Visits” for Google Analytics. What is it? Long story short, it allows to measure the link between website sessions and in-store visits.

How does it work from a technical point of view ?