Most small e-commerce sellers focus only on sales numbers: units sold, revenue, average order value (AOV), or return on ad spend (ROAS). These numbers are important for understanding business performance, but they don’t always show the full picture. Hidden data—like product views, conversion rates, or traffic sources—can quietly hurt your growth if you don’t track […]
Google Analytics 4 was supposed to improve conversion tracking for e-commerce businesses. Instead, its complexity and data inaccuracies have frustrated companies so much that some are building their own solutions. FAVI, a major comparison shopping platform, developed its own tracking pixel after struggling with GA4’s unreliable data. Here’s what drove them to abandon Google’s tool […]
Measuring marketing efforts is not only a need but also a must-have. Knowing how to measure, evaluate, and optimize marketing activities is essential. You could as well be tossing your marketing budget out the window without appropriate measuring. This article addresses the reasons marketing metrics matter, how to evaluate campaign performance, and which tools will […]
Google Analytics 4 is not just another version of Google Analytics but a whole new approach to analysing user data. It offers several advanced features that allow you to work more effectively with data and gain deeper insights into visitor behaviour. If you want to gain more accurate insights into your customers and optimise your […]
Big data is now crucial for companies seeking an edge. It’s also vital for brands and stores. This massive chunk of information comes from various sources. These include research, online transactions, and social media. Big data can take different forms. It might be structured, semi-structured, or unstructured. It’s known for its 3 Vs: high velocity, […]
The widespread reliance on last-click attribution models is proving increasingly inadequate, particularly when targeting younger, tech-savvy generations. Recent findings from Snapchat underscore the urgent need for a paradigm shift in measurement methodologies. The traditional last-click approach often paints an incomplete picture, misrepresenting the true effectiveness of complex, multi-channel marketing strategies. As consumer journeys become more […]
What does tracking of this metric give us and what data is behind the name? Traditional advertising (print, TV, radio, billboards, etc.) doesn’t allow customer engage with ads straight away as the customer does not have the opportunity to respond to the ad itself. Digital marketing, on the other hand, has introduced the possibility of […]
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